Consumer Behaviour

Syllabus

20MBA255: Consumer Behaviour

Module 1

Introduction to Consumer Behaviour: Consumer Behaviour-Scope and Application of Consumer Behaviour, Evolution of Consumer Behaviour as a Field of Study and its Relationship with Marketing, The Interdisciplinary Nature of Consumer Behaviour.

Market Research and Consumer Behaviour: Approaches to Consumer Behaviour Research, Quantitative Research, Qualitative Research;

Market Segmentation and Positioning: Demographics and Market Segmentation, Lifestyle and Psychographic Segmentation, Usage Segmentation, Benefit Segmentation, Product Positioning

Module 2

Environmental Influence on Consumer Behaviour: Culture, Subcultures, Social Class, Reference Groups, Opinion leadership- Dynamics of Opinion Leadership Process - Measurement of Opinion Leadership - Traits and Characteristics of Opinion Leaders -Relevance of Opinion Leadership for a Marketer, Celebrity Endorsement, Family

Individual Determinants of Consumer Behaviour: Consumer’s Needs & Motivation, Emotions and Mood, Consumer Involvement, Consumer Learning, Personality, Self-concept and Self-image, Consumer Perception, Risk and Imagery.

Module 3

Consumer Attitude Formation and Change: Structural Models and Theories, Attitude Formation, Strategies of Attitude Change.

Consumer Decision Making Process: Problem Recognition- Search and Evaluation – Purchasing Process- Post Purchase Behaviour; Buying Motives, Buying Roles, Types/levels of Consumer Decision Making, Perspectives to Consumer Decision Making, Online Buying Behavior

Module 4

Diffusion of Innovation: Diffusion Process, Adoption Process, Categories of Adopters, Consumer Innovators, Profile of Consumer Innovator, Buying Decision Process Towards New Products.

Module 5

Models of Consumer Behaviour: The Economic Model, Learning Model, Psychoanalytic Model, The Sociological Model, The Howard Sheth Model, The Nicosia Model, EBM Model, Consumer Black Box Model