INSTITUTE OF MANAGEMENT STUDIES NOIDA Course PGDM Session 20010-11 CONSUMER BEHAVIOUR Objectives: The study of consumer behavior

enables marketers to understand and predict consumer behavior in the changing environment; it is concerned not only with what consumers buy but also with why, when, where, and how they buy it. This course will help in understanding and to capture the impact of new media on consumer behavior and on students ability to learn more about customers purchases and to know how to target them more precisely This course equips students with in depth knowledge about the king of the market The Customer in the highly competitive environment. Pattern of question paper for final examination 1. The total weight of the end semester examination will be 70 marks. 2. The question paper will be divided into three sections. Section A will have a small case study with specific questions and it will carry a weight of 20 marks. Section B will consist of 5 short answer questions with a weight of 2 marks each (total 10 marks). Section C will have 4 full length questions of 20 marks each , out of which the candidate will be required to attempt any two (total weight of 40 marks). 3. The time allotted for attempting the question paper will be 3 hrs. CONTENTS Identifying and Understanding Consumers : Utility analysis of consumer behavior Manipulation of consumer Decision: Consumer motivation, Personality and Consumer Behaviour, Perception, Learning, Consumer attitude formation and change Consumer in Social and Cultural Setting: The family and social class, Culture, Cross Culture behavior. Models of Consumer Behavior: Nicosia Model, Howard- Sheth Model, Engel- Blackwell Model, Katonas Model of Consumer Behavior. Consumer and Diffusion of Innovation: Opinion leadership and adoption diffusion process, Buyer Influence and the Diffusion of Innovations, Introduction to CRM: Conceptual foundation of Relationship Management. Meaning & Significance of CRM, Types of CRM, Strategies for building relationship marketing, Buyers sellers relationships, Role of Information Technology in building, maintaining CRM Textbooks: 1. Consumer Behavior leon G.Schiffman, Leslie Lazar Kanuk, S. Ramesh Kumar (Pearson) 2. Theory Of Consumer Behaviour by Dr. Shri Prakash (Vikas) 3. Consumer Behavior Text and Cases by Satish K Batra, SHH Kazami (ExcelBooks Publications) 4. Customer Relationship Management by Sheth, Parvatiyar and Shainesh 5. Customer Relationship Management by Alok Kumar. References: 6. Consumer Behavior by Blackwell, Miniard, Engel (Cengage LearningPublications) 7. Consumer Behaviour & Advertising Management by Debraj Datta and Mahua Datta(Vrinda Publications)