CONSUMER BEHAVIOUR

Course Code: MIB 406 Course Objective:
Consumer Behaviour is full of complexities due to involvement of umpteen variables. Each of these variable influences each other in the buying process. The course therefore will help students stimulate their minds to think coherently about consumers by identifying relevant variables, describing their basic characteristics and specifying how the variable relates to each other. An attempt will be to make the subject easier by examine in an organized fashion the consumer behavioural aspects such as personality, learning, percep tion of a variety of external situation, motives and so and so forth.

Credit Units: 04

Learning Outcomes:
On the successful completion of this module the student will be able to: y Understand the characteristics and significance of consumer behaviour. y Appreciate the influencing factors on consumer behaviour y Assess the various models and theories of consumer behaviour and apply them suitably for making decisions

Course Contents:
Module I: Introduction Defining and describing the scope of Consumer Behaviour A few examples of consumer behaviour having a variety of marketing implication Consumer characteristics leading to selection of target markets Module II: Environmental influences Socio- culture influnces Role of: Culture Sub-culture Social Class Social Groups Inter-personal influnces Module III: Individual determinants of consumer behaviour How consumer proceeds through a decision process relating to product and services Personality and Self concept Motivation and involment Information processing Learning and Memory Attitudes and Attitude change Module IV: Consumer Decision Process Decision-making based on envirnmental influnces and individual determinants Problem Recognition Information Search and evaluation Purchasing process Post purchase behaviour Module V: Popular models of consumer behaviour Consumer Research Process Importance of research in marketing decision making

Harcourt collage Publisher y Leon G Schifman. Examination Scheme: Components Weightage (%) C1 10 V 5 A 5 CT 10 EE 70 Text & References: Text: y Sheth Jagdish N. Cases are also to be analyzed. Interactive sessions. Leshe Largar Kamank. 2002. Management games. self study sessions. Blackwell. Minard.Consumerism-Consumer position in society and the problems facing the marker place and the marketer Ethical and Social Responsibilities of Business. Field visits. Government and consumers themselves Module VI: Organizational Buying Behaviour Psychology of Buyers and Suppliers The concepts of Buying Centre The role of each of the member involved in organization buying process The weightage given to obervations/comments of each member in term of materials. Extensive research projects. quality.Consumer Behaviour and Beyond. 2002. Brunce I Newman. 2006. Weekend experience in companies . Prentice Hall of India. Each student is required to do the back ground reading from the specified chapters of the prescribed book before coming to class. Consumer Behaviour. discussed in groups (teams) outside the class as preparatory work. James F Engel.the course is covered by adopting a combination of lecture methods. Consumer Behaviour. Case studies. 7 th Edition . Paul W. . class presentation by groups of students. Seminars. Banwari Mittal. The Drydon Press Harcourt Brace College Publishers References: y Rose D. delivery and price issue while making final buying decisions Learning Methods: Tutorials.

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