C 306 Consumer Behaviour

Credits: 3 Lectures: 30

Objectives: The course imparts knowledge and makes familiar with the contribution of various disciplines in understanding behaviour of the consumer. It helps in designing marketing strategies & understanding pre purchase & post purchase behaviour of consumers. Contents Unit I: Unit II: Unit III: Unit IV: Unit V: Introduction Scope & Relevance of consumer behaviour Buying Decision Process Basic Model of consumer behaviour Problem Recognition, Information search, Alternative Evaluation Outlet Selection & Purchase Individual Determinants of Buying Behaviour Consumer Personality Attitude and its components Formation and modification of attitude Models of attitude External Determinants of Buying Behaviour Family Influence on buying Reference Groups Social Classes Cultural influence on buying behaviour Models of Consumer Behaviour Nicosia Model Howard Sheth Model Engel Kollat Blackwell Model Post Purchase Behaviour Consumer Satisfaction Consumer dissonance Reducing dissonance 4 6 6 6 No. of Lectures 8