Consumer Behaviour and Marketing Research-Practical

Paper Code: 
24CBSG514
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

To equip the students with a comprehensive understanding of practical aspects of consumer behaviour and marketing research, enabling them to conduct primary researches based on consumers.

 

Course Outcomes: 

Course

Learning Outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

24CBSG514

 

Consumer Behaviour and Marketing Research-Practical 

(Practical)

 

 

CO163: Diagnose change in consumer behavior as per demographic characteristics through case studies. 

CO164: Analyze the impact of culture and sub culture on consumer behavior by an application based project and its viva -voce. 

CO165: Appraise the

fundamentals of drafting a synopsis and doing systematic review of literature for conducting individual research study in marketing.

CO166: Generate questionnaire based of research proposal, variables and collection of data by using Google form.

CO167: Develop skills to analyze the collected data, interpret & present outcomes of the tests through power point presentation.

CO168: Contribute effectively in course-specific interaction

 

Approach in

teaching: Class

room Lecture

(Theory/ Using

Power Point

Presentation)

/Discussions

 

Learning

activities for the

students:

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 reference 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: 
  • 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

 

REFERENCE JOURNALS

  • Jindal Journal of Business Research
  • Journal of Marketing 

 

 

 

 

 

 

Academic Year: 
2024-2025
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