Consumer Behaviour

Syllabus

206 MKT (Semester II):

Consumer Behaviour

UNIT-I

Introduction to Consumer Behavior: Definition, Consumer and Customers, Buyers and Users, Organizations as Buyers, Use of Market Segmentation in Consumer Behavior, Dimensions of Consumerism, The Changing Patterns of Consumer Behavior in the Context of the Evolving Indian Economy, The Internet, E-Commerce, and Information Technology and the Changing Consumer Marketplace, Consumer Behavior and its Applications in Marketing.                                                                                                                (4+1)

UNIT-II

Individual Determinants of Consumer Behavior:

(a) Consumer Personality – Personality, Self-concept, Overview of Personality Theories, Brand Personality, Emotions.

(b) Consumer Perception – Sensation (Exposure to Stimuli), Perceptual Selection, Perceptual Organization, Factors that Distort Individual Perception, Price Perceptions, Perceived Product and Service Quality, Consumer Risk Perceptions.

(c) Consumer Learning, Memory and Involvement – Components of Learning, Behavioral Theory, Cognitive

Learning Theory, Memory System, Memory Process, Concept of Involvement, Dimensions of Involvement, Involvement and Types of Consumer Behavior, Cognitive Response Model, Elaboration Likelihood Model, Social Judgment Theory, Brand Loyalty and Brand Equity.

(d) Consumer Attitudes – Functions of Attitude, Attitude Models, Relationship between Attitude, Beliefs, Feelings and Behavior, Learning Attitudes, Changing Attitudes, Attitude Change Strategies for Marketers.

(e) Consumer Motivation – Needs and Goals, Motivational Conflict, Defense Mechanisms, Motive Arousal,

Motivational Theories, Overview of Maslow’s Hierarchy of Needs.                                                                                         (11+1)

UNIT-III

Environmental Influences on Consumer Behavior:

(a) Cultural Influences on Consumer Behavior – Concept of Culture, Values, Sub-cultures, Influence of Indian

Culture on Consumers, Multiplicity of Indian Cultures and their Influence on Consumer Behavior, Cross-Cultural Influences.

(b) Social Class and Group Influences on Consumer Behavior - Concept of Social Class, Social Sub-Class, Money and Other Status Symbols, AIO Classification of Lifestyle, VALS Typology, Source of Group Influences, Types & Nature of Reference Groups, Reference Group Influences and Applications, Group Norms and Behavior, Family Life Cycle Stages, Family Purchases, Family Decision-making, Purchasing Roles within Family, Word-of-Mouth Communications within Groups, Opinion Leadership.

(c) Indian Consumer: Social Classes in India - Old and New Socio-Economic Classes (SEC) in Urban & Rural Markets, Characteristics of BoP Consumers, Gen Z Consumers, HNI Consumers in India.

(d) Diffusion of Innovation - Types of Innovation, Diffusion Process, Factors Affecting the Diffusion of Innovation, The Adoption Process, Time Factor in Diffusion Process, Culture, Communication and Diffusion.                                                            (11+1)

UNIT-IV

Consumer Decision Making Process:

(a) Problem Recognition - Types of Consumer Decisions, Types of Problem Recognition, Utilizing Problem

Recognition Information

(b) Search & Evaluation - Types of Information, Sources of Information Search, Search, Experience and Credence Aspects -Marketing Implications, Situational Influences on Purchase Decisions, Nature of Situational Influence, Situational Variables

(c) Purchasing Process - Why do People Shop? Store & Non-store Purchasing Processes, Purchasing Patterns

(d) Post-purchase Evaluation & Behavior - Consumer Satisfaction, Dissatisfaction, Customer Delight, Consumer Complaint Behavior, Post- Purchase Dissonance.

(e) Consumer Decision Models - Types of Consumer Decisions, Nicosia Model of Consumer Decision-making,

Howard-Sheth Model, Engel, Blackwell, Miniard Model                                                                                                            (11+1)

UNIT-V

Organizational Buying Behavior: Introduction, Organizational Buyer Characteristics, Purchase and Demand Patterns, Factors Influencing Organizational Buyer Behavior, Organizational Buyer Decision Process, Organizational Buying Roles.      (3+1)