CONSUMER BEHAVIOUR

Course Credit: 03

Course Objectives
The course aims to explore the core concepts and theories of shopper behavior at individual, group and
organizational level so that students may use these as inputs in marketing decision making.

Course Contents
Module I
Consumer demographics, consumer life styles. Retailing implications of consumer demographics and lifestyle.
Consumer profiles. Lifestyle marketing. Environmental factors and individual factors affecting consumers.
Module II
Consumer as an Individual, Motivation, Needs, Goals, Personality, Self and Self Images, Perception, Imagery,
Learning, Cues, Response, Reinforcement, Behavioral Learning and Cognitive Learning Theory, Brand Loyalty.
Module III
Attitude, Attitude Formation and Change. Shopping attitudes and behavior, where people shop. Consumer Buying
Decision Process, types of consumer decision making. Impulse purchases and customer loyalty.
Module IV
Group Dynamics and Reference Groups, Family Decision Making, Social Class, Culture, Subculture
Module V
Opinion Leadership Process, Diffusions of Innovations, Adoption Process.

Examination Scheme
Components
Weightage (%)

CPA
5

TP
5

Q/S
5

A
5

ME
10

References

Assel Henry (2006), Consumer Behaviour and Marketing Action, Thompson Press
Seth & Mittal (2003), Consumer Behaviour : A Managerial Perspective, Thompson Press
Schiffman and Kanuk (2009), Consumer Behaviour, Prentice Hall of India

EE
70