Consumer Behaviour

Syllabus

                                                                                                         MM-304: CONSUMER BEHAVIOUR

Max. Marks: 100                                                                                                                                   External: 70

Time: 3 Hours                                                                                                                         Internal: 30

Course Contents:

Consumer Behaviour: Meaning, Nature, Scope and Significance of its Study for Marketers. Consumer Research: Role and Process. Consumer Decision Making Process: A Detailed Study of Various Stages and their Marketing Implications.

Psychological Factors Influencing Consumer Behaviour- A Detailed Study of the Concepts, Theories and Principles of Perception, Learning, Motivation, Personality & Self Concept and Attitude and their Marketing Implications.

Group Influences on Consumer Behaviour- A Detailed Study of the Influences of Family and Reference Groups and their Marketing Implications. Impact of Culture, Subculture and Social Class on Consumer Behaviour

Communicating with Consumers- A Study of the Concepts of Opinion Leadership and Diffusion of Innovation alongwith their Marketing Implications. Industrial Buying Behaviour, Consumer Behaviour Audit.