CONSUMER BEHAVIOUR

Paper Code: 
BSR 217
Credits: 
3
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

 

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. 

 

e-RESOURCES:

  • Consumer Behavior: Global Edition

http://ebookcentral.proquest.com/lib/iisuniv-ebooks/home.action

 

  • Consumer Behaviour and Branding

http://ebookcentral.proquest.com/lib/iisuniv-ebooks/home.action

 

JOURNALS:

  • Indian Journal of Marketing
  • Journal Of Entrepreneurship and Innovation in Emerging Economies

 

 

Academic Year: 
2022-2023
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