CONSUMER BEHAVIOUR

Paper Code: 
BSG 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 Point 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, reference 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: 
 
• 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
 
• Consumer Behaviour and Branding
 
JOURNALS: 
• Indian Journal of Marketing 
• Journal Of Entrepreneurship and Innovation in Emerging Economies
 
 
 
Academic Year: 
2022-2023
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