Consumer Behaviour

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Supriya Singh

BBA, Karnatak University, Sixth Semester

Syllabus

CODE - 6M3: CONSUMER BEHAVIOUR

Total Hrs: 50 Workload: 4 Hrs/Week

Module-I (10 Hrs)

Introduction to Consumer Behaviour: Study of Consumer Behaviour, Meaning and Characteristics of Indian Consumer, Determinants or Factors Influencing Consumer Behaviour, Model of Consumer Behaviour.

Module-II (12 Hrs)

Social Class – Social Stratification: Meaning, Factors Responsible for Social Stratification, Characteristics of Social Classes, Social Influence on Consumer Behaviour, Culture – Meaning, Definition, Sub-Culture, Cross Culture Marketing Analysis.

Module-III (13 Hrs)

Group Dynamics and Consumer Reference Groups: Meaning and Definition, Types, Reason for Groups, Reference Groups, Meaning, Factors affect Reference Group Influence, Benefits. Family, Functions of Family, Family Decision Making.

Module-IV (15 Hrs)

Consumer Buying Process, Buyer Adoption Process, Types of Buying Decision Behaviour, Business Buying Process, Factors influencing Buying Process, Participants in Industrial Marketing, Characteristics of Industrial Markets, Factors Influencing Industrial Buying Process, Buying Situation, New Task, Modify Rebuy and Straight Rebuy, Institutional and Government Markets, Buying Motives.

Reference KUD/BBA/6/08

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