MBA 302MKT:

CONSUMER BEHAVIOUR AND MARKETING RESEARCH (3L + 1T + 1P)

UNIT-I
Consumer Behavior: Concept, Definition, Scope and Importance and Interdisciplinary –
Consumer Environment – Consumer Analysis Framework – Consumer Behavior and
Consumer Research – Models of Consumer Behavior: Input-Process-Output Model, Nicosia
Model, Howard Sheth Model, Engel-Kollat-Blackwell Models of Consumer Behavior –
Application of Consumer Behavior and Knowledge in Marketing – Profile of the Indian
Consumer and Understanding their Needs.

UNIT-II
Individual Determinants of CB: Perception: Thresholds of Perception, Subliminal Perception,
and Perceptual Process dynamics – Personality: Nature, Theories, self-concept,
psychographic and life style – Attitude: Structural Model of Attitude, Attitude formation &
Change – Motivation: Needs/Motives & Goals, Dynamic Nature of Motivation, Arousal of
Motives, and Theories – Learning: Concept, Definition, Learning Theories and their
Applications.

Group Determinants of CB: Reference Group Influence: Types of Consumer Relevant

Groups, Factors Affecting Group Influence, Application of Reference Group Concept –
Family: Functions of Family, Family Decision Making–Environmental Influences on CB: Social
Class, Life Style, Profile of Social Class, and Application of CB – Culture: Characteristics, and
Cross Cultural Understanding.

UNIT-III
Consumer Decision Making Process: Routinised Response, Limited and Extensive Problem
Solving Behavior – Models of CB: Nicosia, Howard & Sheth, Engel-Kollat; Diffusion of
Innovation: Elements, Decisions, Adoption Categories and Process.

UNIT-IV
Marketing Research: Meaning, Nature, and Significance– Marketing Research as an element
of marketing information system – Marketing Intelligence Approaches – Marketing Research
during Different Phases; Interaction between Management & Marketing Research –
Management uses of Marketing Research – Problem Formulation – Marketing Research
Process – Types of Marketing Research.

UNIT-V
Applications of Marketing Research: Product Research, Advertising Research, Copy Testing,
Test Marketing, Sales & Marketing effectiveness, Internet Marketing Research, Cool hunting,
and Commercial Eye Tracking – Marketing research in India – Ethical Issues Involved in
Marketing Research.

REFERENCE BOOKS:
Donald S Tull and Del I Hawkins., Marketing Research Measurement and Methods, McGraw
Hill publishers.