Course info

Module 1: Fundamentals of Consumers 

The Foundations of Consumer Behavior: Meaning, Personal and Organisational consumers, Consumer’s buying behavior, model of Consumer decision making, marketing concepts, Consumer needs and motivation: Meaning, positive and negative, rational vs emotional, dynamic nature of motivation, frustration, arousal of motives, types and systems of needs

Module 2: Personality and Perception theories 

Personality and Self-Concept: Definition, Theories, Personality and consumer behavior, Self and self-images, Perception, Elements, Subliminal perception, The dynamics, consumer imagery, perceived price, quality, and risk

Module 3: Learning and Attitude formation and change

Learning and Involvement: Meaning, Motivation, Cues, Response, and reinforcement, learning theories, Attitude formation and change: Types of attitudes, structural models,

formation, strategies of attitude change.

Module 4: Social Influences in Social Class and Culture

Social influences on buyer behavior and Social Class and consumer behavior, Communication via the media, Reference Groups, social class, measurement of social class, The influence of culture & sub culture on consumer behaviour: definitions, measurement of culture, ethnic, religious, geographic and regional, racial, age and gender as a subculture

Module :5 Consumer Decision Making Model 

Decision Making: Definition, Four views, Model of consumer decision making, Opinion leadership, Dynamics of OL process, Organisational Buyer Behaviour, Nature of organizational buying process influences on organizational buyer behavior, organizational buying decisions

Text Book

1. Schiffman, L., Kanuk, L., & Ramesh Kumar, S (2014), Consumer Behaviour, 11th Edition, Pearson Education, India

References

1. Loudon D. L., & Della Bitta A.J, (2013), Consumer Behaviour Concepts and Applications, 4th Edition, McGraw Hill Education (India).

2. David, M.,& Hawkins, D. (2016), Consumer Behaviour: Building Marketing Strategy, 13th edition, McGraw Hill Education (India).

3. Solomon M.R. (2018), Consumer Behaviour: Buying, Having, and Being, 12th edition, Pearson Education, India

4. Journal of Consumer Behaviour