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Consumer Behaviour
The objective of the course is to help the students understand the buying motives and the consequent purchase decision process of a buyer. It helps understand the consumer psychology and the factors influencing buying decisions.
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Course |
Learning Outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Paper Code |
Paper Title |
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BSR 217 |
Consumer Behavior |
CO 70: Discuss the concept of consumer behavior and consumer research and impact of different market segmentation on sales CO 71: Analyze the psychological factors like motivation, personality and learning and how they effect consumer taste and preference regarding the choice of any product or service. CO 72 : Discuss the role and importance of social factors like social class, family, reference groups etc. in framing the choices of consumers towards various brands, products and services. CO 73 :Acquainted the students with the knowledge of culture and subculture and their impact on the demand of product and services. CO 74:Analyze the Post Purchase behavior and evaluation of consumers related to product Satisfaction, Dissatisfaction and dissonance. Which is useful for a marketer to plan future strategies regarding product and services. |
Approach in teaching Lecture cum Discussion (Tool - PowerPoint presentation) Class discussions using tutorials newspapers, magazines, web sources etc
Learning activities for the students: Self-learning assignments, Effective questions, Group discussions. Class discussions using tutorials newspapers, magazines, refrence books, web sources etc case studies, examples from newspapers, magazines, web sources etc |
Continuous Assessment, Assignment, Classroom activity, Classroom presentation, Semester end Exam. |
Consumer behaviour: Definition, concepts, importance,
Consumer research: Meaning, Consumer research process, Difference between quantitative & qualitative research
Market segmentation: Definition, importance, bases of segmentation
Psychological Factors: Consumer motivation: Meaning, Motivation process, Types of motivation (Negative, Positive), Buying motives (Rational Vs.
Emotional motives), Defense mechanisms, Maslow’s need hierarchy model Personality: Meaning, Nature, Theories of personality (Freudian theory, Non- Freudian theory, Trait theory)
Learning: Meaning, Classical conditioning model, Instrumental conditioning
model.
Social factors: Reference groups: Meaning, Types of reference groups (Normative, Comparative, Indirect), Selected consumer-related reference groups (Friendship groups, Shopping groups, Workgroups, Virtual groups, Consumer- action groups), Celebrities, Expert, Common man, Company executive, Trade/Spokes character
Family: Meaning, Types (Nuclear, Extended, Single parent), Functions of family, Family life cycle
Social class: Meaning, Social class categories, Measurement of social class (Subjective, Reputational & Objective measures), Social class mobility (Upward, Downward)
Cultural factors: Culture: Meaning, Levels of subjective culture (Supranational, National, Group Culture), Characteristics
Sub-culture: Meaning, categories of subculture (Nationality, Religious,
Geographical, Racial, Age, Gender categories of the subculture)
Post Purchase Behaviour: Behaviour related to purchase, Post-purchase
evaluation (Satisfaction, Dissatisfaction, dissonance), Product disposition.
Schiffman, Leon G., and Kanuk, Leslie Lazar, Consumer behaviour, Prentice Hall of India Private Limited, New Delhi
· Solomon, Michael R., Consumer behavior: Buying, Having and Being, Delhi, Pearson Education (Singapore) Pte. Ltd., Indian branch, 2003, 5thed.
· Loudon, David L. and Bitta, Albert J. Della, Consumer behavior, New Delhi, Tata McGraw-Hill
- Nair, Suja R., Consumer behaviour – Text Cases, Himalaya Publishing House, Mumbai, 2006, 7th ed.
- Chunawalla, S. A., Commentary on Consumer Behaviour, Himalaya Publishing House, Mumbai, 2005, 3rded.
