Consumer Behaviour

Course Content: Unit No. Content No. of Hours Weightage

1.

Understanding the Consumer:

Consumer Behaviour and the Marketing Concept

Segmentation, Targeting, and Positioning

Levels of consumer decision making

Customer Value, Satisfaction, Trust, and Retention

The Impact of New Technology on Marketing

Ethics and Consumer behaviour

11

17

2.

Consumer as an Individual - I:

Consumer Motivation

Consumer Perception

Personality and Self-image, Lifestyle

10

18

3.

Consumer as an Individual - II:

Consumer Learning

Consumer Attitude Formation

Attitude Change

12

17

4.

Socio-Cultural Settings and Consumer Behaviour:

Reference groups

The Family and Social Class

Influence of Culture on Consumer Behaviour

Cross-cultural Consumer Behaviour.

Diffusion of Innovation

CBB models- Howard Sheth Model

Consumerism

Brief overview of Neuromarketing

12

18

5.

Practical: Students should conduct primary, qualitative, and/or quantitative research on any dimension related to consumer behavior. Students can identify how marketers are addressing the various components and stages of the decision-making process