Consumer Behaviour

Paper Code: 
BSG 217
Credits: 
03
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

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.

Course Outcome(COs):

Course

Learning Outcome

 (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

BSG 217

Consumer Behavior

 
  1. Discuss the concept of consumer behavior and consumer research and  impact of different market segmentation  on sales 
  2. 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. 
  3. 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.
  4. Acquaint the students with the knowledge of culture and subculture and their impact on the demand of product and services. 
  5. 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.

 

9.00

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

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

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

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

Post Purchase behaviour:

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

Essential Readings: 
  • 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.
  • Loudon, David L. and Bitta, Albert J. Della, Consumer behavior, New Delhi, Tata McGraw-Hill Publishing Company Limited.

 

References: 
  • Nair, Suja R., Consumer behaviour – Text Cases, Himalaya Publishing House, Mumbai.
  • Chunawalla, S. A., Commentary on Consumer Behaviour, Himalaya Publishing House, Mumbai.

 

Academic Year: 
2020-2021
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