Consumer Behaviour

Syllabus

MBA 921-18: CONSUMER BEHAVIOUR

Unit – I: Introduction to Consumer Behaviour

Consumer Behaviour: Scope, Importance and Interdisciplinary Nature. Consumer Research Process: Qualitative and Quantitative Research. Market Segmentation: Uses and Bases of Segmentation. Emerging Trends in Consumer Behavior: Consumer Behavior in Online Space. Use of Information Technology and AI in Consumer Profiling and Engagement, Concept of Materialistic vs. Spiritualistic Consumption.

Unit – II: Individual Determinants of Consumer Behaviour

Motivation: Nature and Types of Motives, Process of Motivation, Types of Needs. Personality: Theories, Product Personality, Self Concepts. Consumer Perception: Concept and Elements of Perception, Consumer Imagery, Perceived Risk. Consumer Learning: Behavioural and Cognitive Learning Theories. Consumer Attitude: Functions of Attitude and Sources of Attitude Development, Attitude Formation Theories (Tricomponent, Multi attribute and Cognitive Dissonance), Attitude Change Strategies.

Unit – III: External Influences on Consumer Behaviour

Group Dynamics and Reference Groups: Consumer Relevant Groups, Types of Family: Functions of Family, Family Decision Making, Family Life Cycle (Modern and Traditional) Culture: Values and Norms, Characteristics and Influence on Consumer Behaviour, Sub Culture, Cross Cultural Consumer Behavior. Social Class: Categories, Measurement and Applications of Social Class.

Unit – IV: Consumer Decision Making

Process and Models (Howard Sheth, Nicosia Model, Engel Blackwell and Kollat). Personal Influence and Opinion Leadership: Process of Opinion Leadership, Profile of Opinion Leader, Opinion Leadership and Firm’s Promotional Strategy. Diffusion of Innovations: Diffusion Process, Adoption Process, and Profile of Consumer Innovators