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Consumer Behaviour (A) [1]

Paper Code: 
GMG 144
Credits: 
4
Contact Hours: 
60.00
12.00
Unit I: 

Introduction: Definition, Importance, Scope, Ethics in marketing, Concept of relationship marketing, 7Os of consumer behaviour study. Consumer research: Consumer research process, Research methods and tools. Market segmentation: Definition, Importance, Bases of segmentation, Segmentation strategies. Consumer needs and motivation: Concept of Need, wants and demand, Motivation-meaning, nature, motives, types of motivation, Motivation process

12.00
Unit II: 

Personality: Definition, Theories of personality (Freudian theory, Neo-Freudian personality theory, Trait theory) Perception: Meaning, Exposure, Attention, Interpretation Learning: Meaning, Behavioural learning theories, Cognitive learning theories, developing brand loyalty and brand equity.

12.00
Unit III: 

Reference Group: Meaning, types, applied aspect of reference group concept, Word of mouth communication, Opinion leadership Family: Concept, functions, roles of different members of family in buying, Family Life Cycle. Social class: Meaning, Social class categories, measurement parameters, mobility in social class, applied aspect of study of social class.

12.00
Unit IV: 

Culture: Meaning, characteristics, measurement, Subculture concept and categorization. Individual decision making: Model of consumer buying decision, Levels of Consumer decision making

12.00
Unit V: 

Applications of consumer behaviour study: Health care marketing, Political marketing, Marketing of social causes, Environmental marketing. Deceptive advertising, Consumer education, Advertising Standards Council of India (ASCI) and its objectives.

Essential Readings: 

1. Schiffman, Leon G., and Kanuk, Leslie Lazar, Consumer behaviour, Prentice Hall of India Private Limited, New Delhi 2. Solomon, Michael R., Consumer behavior: Buying, Having and Being, Delhi, Pearson Education (Singapore) Pte. Ltd., Indian branch, 2003, 5th ed.

References: 

1. Loudon, David L. and Bitta, Albert J. Della, Consumer behavior, New Delhi, Tata McGraw-Hill Publishing Company Limited, 2002, Fourth ed. 2. Nair, Suja R., Consumer behaviour – Text Cases, Himalaya Publishing House, Mumbai, 2006, 7th ed. 3. Chunawalla, S. A., Commentary on Consumer Behaviour, Himalaya Publishing House, Mumbai, 2005, 3rd ed.

Academic Year: 
2018-2019 [2]

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[1] https://business.iisuniv.ac.in/courses/subjects/consumer-behaviour-1
[2] https://business.iisuniv.ac.in/academic-year/2018-2019