CONSUMER BEHAVIOUR

Paper Code:

BSR 217

Credits:

Contact Hours:

45.00

Max. Marks:

100.00

Objective:

COURSE OUTCOMES(COS):

Course Outcomes	Learning and teaching strategies	Assessment Strategies
CO73: Discuss the concept of consumer behavior and consumer research and impact of different market segmentation on sales CO74: 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. CO75: 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. CO76: Acquainted the students with the knowledge of culture and subculture and their impact on the demand of product and services. CO77: 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 – Power P oint 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	Continuous Assessment, Assignment, Classroom activity, Classroom presentation, Semester end Examination

Course Outcomes

Learning and teaching strategies

Assessment Strategies

CO73: Discuss the concept of consumer behavior and consumer research and impact of different market segmentation on sales

CO74: 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.

CO75: 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.

CO76: Acquainted the students with the knowledge of culture and subculture and their impact on the demand of product and services.

CO77: 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 – Power P oint 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

Continuous Assessment, Assignment, Classroom activity, Classroom presentation,

Semester end Examination

9.00

Unit I:

Consumer behaviour:

Definition, concepts, importance
Consumer research: Meaning
Consumer research process
Difference between quantitative & qualitative research

Market segmentation:

Definition, importance, bases of segmentation

9.00

Unit II:

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

11.00

Unit III:

Social factors:

Reference groups:

Meaning, Types of reference groups (Normative, Comparative, Indirect)
Selected consumer related reference groups (Friendship groups, Shopping groups, Work groups, 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)

9.00

Unit IV:

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 subculture)

7.00

Unit V:

Post Purchase behaviour:

Behaviour related to purchase
Post purchase evaluation (Satisfaction, Dissatisfaction, dissonance)
Product disposition

Essential Readings:

Nair, Suja R., Consumer behaviour – Text Cases, Himalaya Publishing House, Mumbai.
Chunawalla, S. A., Commentary on Consumer Behaviour, Himalaya Publishing House,Mumbai.
Schiffman, Leon G., and Kanuk, Leslie Lazar, Consumer behaviour, PrenticeHall of India Private Limited, NewDelhi

References:

SUGGESTED READINGS:

Solomon, Michael R., Consumer behavior: Buying, Having and Being, Delhi, Pearson Education (Singapore) Pte. Ltd., Indianbranch.
Loudon, David L. and Bitta, Albert J. Della, Consumer behavior, New Delhi, Tata McGraw-Hill Publishing CompanyLimited.

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