Consumer Behaviour

Paper Code: 
MMM 322
Credits: 
4
Contact Hours: 
60.00
Objective: 

The course introduces a wide range of consumer behavioral concepts and its need and importance in the current scenario.

Unit I: 
Introduction

Meaning, Definition, relevance, nature and scope, development of field of consumer behavior, concept of consumer research, qualitative and quantitative research, steps in consumer research process

Unit II: 
Consumer buying process:

consumer decision making process, types of consumer buying behavior, environmental influences on consumer behavior- cultural influences- social class, reference groups and family influences- opinion leadership and personal influences, diffusion of innovations, adoption process

Individual determinants of consumer behavior: consumer perception, learning, attitudes, motivation and personality, psychographics, values and lifestyles

Models of consumer behavior: Nicosia, Howard and Sheth, Engel-Blackwell-Miniard

Retailing and consumer behavior: profile of Indian consumer, influence of situational variables on shopping behavior, consumer image of a retail store

Essential Readings: 

• Schiffman and Kanuck, Consumer Behaviour, PHI • Loudon and Della Bitta, Consumer Behavior: Concepts and Applications, Tata Mc Graw Hill

References: 

• Suja R. Nair- Consumer Behaviour in Indian Perspective, Himalaya Publishing House

• Chunawalla, S.A. Commentary on Consumer Behaviour, Himalaya Publishing House • Barry Berman, Joel R. Evans, Retail Management, Pearson Education

Academic Year: 
2018-2019
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