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Consumer Behaviour (A)
Introduction: Definition, Importance, Scope, Ethics in marketing, Concept of relationship marketing, 7Os of consumer behaviour study. Consumer research: Consumer research process, Research methods and tools. Market segmentation: Definition, Importance, Bases of segmentation, Segmentation strategies. Consumer needs and motivation: Concept of Need, wants and demand, Motivation-meaning, nature, motives, types of motivation, Motivation process
Personality: Definition, Theories of personality (Freudian theory, Neo-Freudian personality theory, Trait theory) Perception: Meaning, Exposure, Attention, Interpretation Learning: Meaning, Behavioural learning theories, Cognitive learning theories, developing brand loyalty and brand equity.
Reference Group: Meaning, types, applied aspect of reference group concept, Word of mouth communication, Opinion leadership Family: Concept, functions, roles of different members of family in buying, Family Life Cycle. Social class: Meaning, Social class categories, measurement parameters, mobility in social class, applied aspect of study of social class.
Culture: Meaning, characteristics, measurement, Subculture concept and categorization. Individual decision making: Model of consumer buying decision, Levels of Consumer decision making
Applications of consumer behaviour study: Health care marketing, Political marketing, Marketing of social causes, Environmental marketing. Deceptive advertising, Consumer education, Advertising Standards Council of India (ASCI) and its objectives.
1. Schiffman, Leon G., and Kanuk, Leslie Lazar, Consumer behaviour, Prentice Hall of India Private Limited, New Delhi 2. Solomon, Michael R., Consumer behavior: Buying, Having and Being, Delhi, Pearson Education (Singapore) Pte. Ltd., Indian branch, 2003, 5th ed.
1. Loudon, David L. and Bitta, Albert J. Della, Consumer behavior, New Delhi, Tata McGraw-Hill Publishing Company Limited, 2002, Fourth ed. 2. Nair, Suja R., Consumer behaviour – Text Cases, Himalaya Publishing House, Mumbai, 2006, 7th ed. 3. Chunawalla, S. A., Commentary on Consumer Behaviour, Himalaya Publishing House, Mumbai, 2005, 3rd ed.
