CONSUMER BEHAVIOUR AND MARKETING RESEARCH PRACTICAL

Paper Code: 
CBSG 514
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

Course Outcomes (COs):

Course Outcome

Learning and teaching strategies

Assessment Strategies

CO 136: Equip the students with an understanding of change in consumer behavior as per demographic charaterictics. 

CO 137 :  Analyze the impact of culture and sub culture on consumer behaviour. 

CO 138: Appraise the students with the

fundamentals of drafting a synopsis for conducting a research study in marketing.

CO 139: Equip the students with the skills to draft questionnaire based of research proposal and variables.

CO 140: Develop the skills among the students to analyze the collected data and to give a power point presentation on its report.

Approach in

teaching: Class

room Lecture

(Theory/ Using

Power Point

Presentation)

/Discussions

 

Learning

activities for the

students:

Role Play activities/

Group

Discussions/ Class

Presentation

Class

participation,

tutorial

assignments and

presentations,

class tests, C A

Test, Semester

End Exams.

 

4.00
Unit I: 
Consumer Behaviour

 

  • Case Study on difference in consumer behavior as per demographic characteristics 

 

 

4.00
Unit II: 
Social & Cultural Factors

                                                                                        

  • Project on impact of culture on molding offering of a company as per local culture and beliefs
  • Viva –Voce of the above project                                                                           

 

 

 

8.00
Unit III: 
Introduction to Marketing Research

 

  • Formation of research proposal on a topic from marketing and consumer behavior
  • Systematic review of literature on chose topic from internationals journals

 

 

6.00
Unit IV: 
Techniques and Instruments of Data Collection

 

  • Drafting of questionnaire on likert scale
  • Data collection through goggle form

 

 

8.00
Unit V: 
Testing, Analysis and Report Writing

 

  • Interpretation and analysis of data collected through the questionnaire
  • Drafting of research report
  • PPT presentation by student
Essential Readings: 
  • Schiffman, Leon G., and Kanuk, Leslie Lazar, Consumer behaviour, Prentice Hall of IndiaPrivate Limited, NewDelhi
  • 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 Publishing Company Limited, 2002, Fourthed.
  • Malhotra, Naresh K., Marketing Research: An applied orientation, Pearson Education, New Delhi, 4thed.
  • Beri, G.C., Marketing Research, Tata McGraw Hill, New Delhi, 3rded.

 

References: 

SUGGESTED READINGS:

  • Nair, Suja R., Consumer behaviour – Text Cases, Himalaya Publishing House, Mumbai, 2006, 7thed.
  • Chunawalla, S. A., Commentary on Consumer Behaviour, Himalaya Publishing House, Mumbai, 2005,3rded.
  • Tull, Donald S. and Hawkins, Del I., Marketing Research: Measurement and Method, Prentice-Hall of India, NewDelhi
  • Mishra, M.N., Modern Marketing Research, Himalaya Publishing House,Mumbai.
  • Luck, David and Rubin, Donald S., Marketing Research, Prentice-Hall of India, NewDelhi

 

 

e-RESOURCES

  • Bajpai, Marketing Research - Elibrary.in.pearson.com
  • Malhotra, Marketing Research   - Elibrary.in.pearson.com

 

JOURNALS

  • Jindal Journal of Business Research
  • Journal of Marketing 

 

Academic Year: 
2023-2024
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