Published on Business Studies (https://business.iisuniv.ac.in)

Home > Consumer Behaviour and Marketing Research

Consumer Behaviour and Marketing Research [1]

Paper Code: 
25CBSG 513
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

The objective is to equip the students with a comprehensive understanding of consumer behaviour and marketing research, enabling them to conduct researches based on consumers.

 

Course Outcomes: 

Course

Learning Outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

25CBSG513

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Consumer Behaviour and Marketing Research

(Theory)

 

 

CO157: Breakdown concept of consumer behavior, consumer research and consumer motivation for easy interpretation. 

CO158: Analyze impact of reference groups, levels of culture, subjective culture and sub-culture on post-purchase behavior of consumer.

CO159: Validate marketing research, its scope, application and process to enable better marketing decisions.

CO160: Outline tools of data collection, techniques & methods of sampling, measurement, scaling, hypothesis and questionnaire framing.

CO161: Develop skills to tabulate and code research data, apply tests and present findings through reports & presentations.

CO162: Contribute effectively in course-specific interaction

 

Approach in teaching: Class room Lecture (Theory/ Using Power Point Presentation)

 

Learning activities for the students:

Role Play activities/ Case Study/Group Discussions/ Class Presentation 

 

Class participation, tutorial assignments and presentations, class tests, C A Test, Semester End Exams.

 

 

12.00
Unit I: 
Consumer Behaviour

 

  • Definition, concepts, importance,
  • Consumer Research: Meaning, Consumer research process
  • Consumer Motivation: Meaning, Motivation process, Types of motivation (Negative, Positive), Buying motives (Rational Vs. Emotional motives)

 

 

 

 

 

12.00
Unit II: 
Social & Cultural Factors

 

  • Reference Groups: Meaning, Types (family, friends, celebrities, experts)
  • Culture: Meaning, Levels of subjective culture (Supranational, National, Group Culture), Sub-culture-  Meaning, characteristics, categories of subculture (Nationality, Religious, Geographical, Racial, Age, Gender categories of subculture) 
  • Post Purchase behaviour: Behaviour related to purchase, Post purchase evaluation (Satisfaction, Dissatisfaction, dissonance), Product disposition

 

12.00
Unit III: 
Introduction to Marketing Research

 

  • Concepts, Importance, Purpose, Limitations
  • Applications of Research in Marketing, Scope
  • Types (basic & applied)
  • Market research vs. Marketing research, Quantitative Research vs. Qualitative Research
  • Marketing Research Process: Research design (Exploratory, Descriptive and Casual), types of variables and process to determine the variables of a study

 

12.00
Unit IV: 
Techniques and Instruments of Data Collection

 

  • Primary & Secondary Data Collection,  their advantages and limitation and usage
  • Sampling:  Concepts, sampling techniques and methods, problems, Sample design
  • Measurement and Scaling: Measurement Scales, Scales-Meaning, Scaling Techniques, Tests of sound measurement
  • Questionnaire Drafting : Do’s and Don’ts, essentials of a good questionnaire, Likert Scale
  • Hypothesis -Basic Concepts of Null and Alternate Hypothesis, Hypothesis Testing

 

12.00
Unit V: 
Techniques and Instruments of Data Collection
  • Primary & Secondary Data Collection,  their advantages and limitation and usage
  • Sampling:  Concepts, sampling techniques and methods, problems, Sample design
  • Measurement and Scaling: Measurement Scales, Scales-Meaning, Scaling Techniques, Tests of sound measurement
  • Questionnaire Drafting : Do’s and Don’ts, essentials of a good questionnaire, Likert Scale
  • Hypothesis -Basic Concepts of Null and Alternate Hypothesis, Hypothesis Testing

 

 

Essential Readings: 

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.

 

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

 

 

 

References: 

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: 
2025-2026 [2]

Follow Business Studies on:

IIS (Deemed to be University)

Gurukul Marg, SFS, Mansarovar, Jaipur 302020, (Raj.) India Phone:- +91-141-2400160-61, 2397906-07, Fax: 2395494, 2781158

Source URL: https://business.iisuniv.ac.in/courses/subjects/consumer-behaviour-and-marketing-research-3

Links:
[1] https://business.iisuniv.ac.in/courses/subjects/consumer-behaviour-and-marketing-research-3
[2] https://business.iisuniv.ac.in/academic-year/2025-2026