Amrita Vishwa Vidyapeetham Amrita School of Business

MBA PROGRAMME

Consumer Behaviour
Course Outline
2013 Introduction:
Knowing and understanding the consumers is essential for achieving success in any Business. Study of Consumer Behaviour (CB) helps to understand every facet of the consumers behaviour. CB affects why where when what and how of the pattern of buying. !ence its "nowledge is a pre#re$uisite for any successful mar"eter. %he course will develop students appreciation of this comple& science related to the understanding of peoples' consumption related behaviours. (t will hone their analytical s"ills and conceptual abilities in the field of consumer behaviour and prepare them to formulate mar"eting strategies to influence those behaviours.

his course will provide answers to !uestions li"e:

)hat benefits do consumers want from the product* )hat promotion appeal would influence consumers to purchase and use the products* !ow important is price to consumers in various target mar"ets* )hat effects would a price change have on purchase behaviour* )here do customers buy this product* )hy do they buy it there only* )ould a different distribution system change consumers purchasing behaviour* )hich consumers are the prime prospects for the product* )hat consumer characteristics should we use to segment the mar"et* %he course will be delivered predominantly through classroom discussions of the fundamental concepts duly supplemented by relevant cases. +ssential reading for the class discussion as mentioned (session wise) below will help students in better understanding of the sub,ect. -ctive participation is e&pected with regard to the assignments given to reap full benefits of the course. Students are also re$uired to read at least one article on CB from an international ,ournal of repute on the concepts of CB and present it to the class and answer $uestions on it.

Amrita Vishwa Vidyapeetham Amrita School of Business

MBA PROGRAMME

Consumer Behaviour
Course Outline

Course Facilitator. Sandhya /. 0rofessor of 1ar"eting -SB Kochi

Evaluation Criteria: Class participation -ssignments and Case discussion. 234 0ro,ect. 234 5inal e&amination. 264

Session 7. 9. 2. :. 3. ;. <. =. ?. 76. 77. 79.

Course Content

Essential reading Chapters From R.B.1 789 2 : : 3 ; <

(ntroduction to Consumer Behaviour 8 1ar"eting strategy (ntroduction to -ffect 8 Cognition Consumers 0roduct "nowledge (nvolvement -ttention 8 Comprehension -ttitudes 8 (ntentions Consumer decision ma"ing >eview (ntroduction to Behaviour Classical 8 @perant Conditioning Aicarious Bearning and 1odelling (nfluencing Consumer Behaviour

= ? 76 76

Amrita Vishwa Vidyapeetham Amrita School of Business

MBA PROGRAMME

Consumer Behaviour
Course Outline
Session 72. 7:. 73 7;. 7< 7=. 7?. 96. Course Content 3 Essential reading From R.B. 1. 77 79 72 7: 73 7; 7< 7= 7?

(ntroduction to the +nvironment Cultural 8 Cross cultural (nfluencesC Subculture 8 social class >eference groups 8 5amily 1ar"et segmentation 8 0roduct positioning Consumer Behaviour 8 0roduct strategy Consumer Behaviour 8 0romotion strategy Consumer Behaviour 8 0ricing strategy Consumer Behaviour +#com 8 Channel strategy CB and Social 8 +thical considerations END ER! E"#!$N# $%N &eightage 3'(

e#t Boo" and $eferences:

7. Consumer Behaviour D 1ar"eting Strategies by 0eter and @lson 9. Consumer Behaviour Concepts 8 -pplications by E. Bouden and Eella Betta. 2. Consumer Behaviour by F.5. +ngel >.E. Blac"well and 0.). 1iniard. :. Consumer Behaviour -dvances 8 -pplications in 1ar"eting by >obert +ast. 3. Contemporary 1ar"eting 8 Consumer Behaviour by Sherry F>. ;. %he +merging Consumer by >a,ani Chadha.

Amrita Vishwa Vidyapeetham Amrita School of Business

MBA PROGRAMME

Consumer Behaviour
Course Outline
<. Consumer Behaviour by F.C. 1owen =. Conceptual (ssues in Consumer Behaviour by S. >amesh Kumar ?. Consumer Behaviour and 1anagerial Eecision 1a"ing by 5.>. Kardes 76. Consumer Behaviour by 1.>. Solomon 77. Consumer Behaviour by !aw"ins Best Coney and 1oo"er,ee. 79. Consumer Behaviour by Schiffman 8 Kanu"

))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))