Consumer Behaviour

Syllabus

BBA 511-18: CONSUMER BEHAVIOUR

UNIT-I

Consumer Behaviour: Nature, Scope, and Importance & Application Consumer buying Behaviour: Consumer Decision Making Process (five step model), Factors Affecting Buying Behaviour, Purchase Behaviour, buyer’s role. Emerging trends in Consumer Behaviour: Consumer Behaviour in Online Space. Use of Information Technology and AI in Consumer Profiling and Engagement

UNIT-II

Consumer as an Individual: Consumer Motivation: Needs & Goals, Positive & Negative Motivation, Types & Systems of Needs Hierarchy & Trio of Needs. Introduction to Personality: Theories, Product Personality, and Self-Concepts. Perception: Concept and Elements of Perception, Consumer Imagery. Consumer Attitude with reference to Consumer Behaviour.

UNIT-III

Consumer in Social & Cultural Setting: Reference Groups, Concepts, Factors Affecting Reference Groups, Family: Functions of Family, Family Decision Making, Family Life Cycle Social Class & its Measurement.

Culture & sub culture: Definition & Influence on Consumer Behaviour

UNIT-IV

Consumer Decision Making: Introduction to Opinion Leadership. Process Diffusion of innovations: Diffusion Process, Adoption Process. Consumer Decision Making, Models of Consumer Decision (Howard Sheth, Nicosia Model, EngelBlackwell and Kollat)