Consumer Behavior

Syllabus

BBA-401: Consumer Behaviour

Unit I

Consumer Behaviour: Nature, Characteristics, Scope, Relevance & Application; Importance of Consumer Behaviour in Marketing Decisions; Consumer Vs Industrial Buying Behaviour

Unit II

Determinants of Consumer Behaviour: Role of Motivation; Personality and Self Concept; Attention and Perception; Consumer Learning; Consumer Attitudes- Formation and Change; Consumer Values and Lifestyles External Determinants of Consumer Behaviour: Influence of Culture and Sub Culture; Social Class; Reference Groups and Family Influences; Basic Models of Consumer Behaviour

Unit III

Consumer Decision Making Process: Problem Recognition- methods of Problem Solving; Pre-Purchase Search Influences- Information Search; Alternative Evaluation and Selection; Outlet Selection and Purchase Decision; Post Purchase Behaviour; Situational Influences; Cognitive Dissonance.

Diffusion of Innovation: Definition of Innovation, Product Characteristics Influencing Diffusion, Resistance to Innovation, Adoption Process

Unit IV

Consumer Involvement: Role of Consumer Involvement; Customer Satisfaction; Consumer Behaviour- Interdisciplinary Approach

Unit V

Researching Consumer Behaviour: Online Customer Behaviour; Diversity of Consumer Behaviour; Role of Consumer Behaviour in Marketing Strategy