Consumer Behavior

Unit

Course Description

Sessions

Unit I

Consumer Behavior: Introduction to Consumer Behavior, Nature & Psycho-Demographics of Indian Consumers, Consumer Movement in India, Rights & Responsibilities of Consumers and Benefits of Consumerism.

3

Unit II

Individual Determinants of Consumer Behavior I: Motivation, Personality, Consumer Perception.

5

Unit III

Individual Determinants on Consumer Behaviour II: Learning Theories and Their Applications, Brand Loyalty, Brand Extensions. Consumer Behaviour and Society.

Unit IV

Social and Cultural Determinants: Indian Perspective on Culture Factors Affecting Culture, Role of Customs, Values and Beliefs on Consumer Behaviour.

Subculture: Cross-Cultural Consumer Analysis: Problems and Strategies in India.

3

Unit V

Group Influences: Family Buying Decision & Marketing Implications.

Reference Groups: Understanding the Power & Benefits of Reference Groups, Factors that Affect Reference Group Influence, Types of Reference Groups, Celebrities, Endorsements and Marketing Implications.

5

Unit VI

Consumer Decision Making Models: Models of Decision Making, Diffusion of Innovations: Diffusion Process, Adoption Process.

1

Unit VII

Organisational Buying: Differences between Industrial Markets and Consumer Market, Differences between Organisational and Consumer Buying, Buying Decisions in Organisational Buying Process; Types of Decision Making, Organisation Buyer’s Decision-Making Process.

5

Unit VIII

Consumer Behavior Analysis and Marketing Strategy: Consumer Behavior and Product Strategy, Pricing Strategy, Distribution Channel Strategy, Promotion Strategy.

2