Consumer Behaviour

                                                                                                  Syllabus

                                                                                                18 MBA 301 A

                                                                                       CONSUMER BEHAVIOUR

Module ‐I: Theories of Consumer Behaviour

Learning Theory, Psychoanalytic Theory, Gestalt, Cognitive Theory, Psychological Field, Black Box Model, Distributive Approach, Implication of these Theories, Consumer Decision: Process Approach, Factors, Influencing Consumer Decision Making, Segmentation, Psychographics & VALS; Diffusion of Innovations.

Module ‐ II: Individual Determinants of Behaviour

Personality, Perception, Attitude (Attitudinal Models), Learning, Motivation, Group Influence on Consumer Behaviour‐Social Class, Social Groups, Opinion Leaders. Role of Social Media in Shaping Consumer Behavior, Culture and its Impact on Consumer Behaviour, Relevance of Culture in Making Decisions, Characteristics of Culture, Cultural Values, Cultural Changes, Cross Cultural Understandings. Family: Role & Structure, Family Life Cycle, Purchasing Decisions, Changing Role of Families.

Module ‐ III Models of Consumer Behaviour

Engel- Kollat-Blackwell Model. Changing Consumer Behaviour and its Dynamics, Consumer Behaviour in Online Marketing, Characteristics of Modern Women and Netizens. Consumer Decision Journey and Stages, Omni Channel Behaviour.