Consumer Behaviour Book 3rd Semester MBA VTU

Syllabus

22MBAMM303: Consumer Behaviour

Module 1                                                                                                            (7 Hours)

Introduction to Consumer Behaviour: Meaning of Consumer Behaviour; Difference between Consumer & Customer; Nature & Characteristics of Indian Consumers; Consumerism: Meaning; Consumer Movement in India; Rights & Responsibilities of Consumers in India; Benefits of Consumerism.

Module 2                                                                                                            (9 Hours)

Consumer Decision Making: Consumer Buying Decision Process, Levels of Consumer Decision Making – Four Views of Consumer Decision Making. On-Line Decision Making: Meaning & Process/Stages. Situational Influences- Nature of Situational Influence, Situational Characteristics and Consumption Behaviour. Models of Consumer Behaviour: Input-Process-Output Model, Nicosia Model, Howard Sheth Model, Engel-Kollat-Blackwell Models of Consumer Behaviour, Class Exercise: Conducting Consumer Experiments.

Module 3                                                                                                            (9 Hours)

Motivation: Basics of Motivation, Needs, Goals, Positive & Negative Motivation, and Rational Vs Emotional motives, Motivation Process, Arousal of Motives, Selection of Goals. Motivation Theories and Marketing Strategy – Maslow’s Hierarchy of Needs, McGuire’s Psychological Motives.

Personality: Basics of Personality, Theories of Personality and Marketing Strategy (Freudian Theory, NeoFreudian Theory, Trait Theory), Applications of Personality Concepts in Marketing, Personality and Understanding Consumer Diversity, Brand Personality, Self and Self-Image.

Perception: Basics of Perception & Marketing Implications, Elements of Perception, Dynamics of Perception, Influence of Perception on Consumer Behavior, Consumer Imagery, Perceived Price, Perceived Quality, Price/Quality Relationship, Perceived Risk, Types of Risk, How to Consumers’ Handle Risk.

Module 4                                                                                                            (9 Hours)

Learning: Elements of Consumer Learning, Marketing Applications of Behavioural Learning Theories, Classical Conditioning – Pavlovian Model, Instrumental Conditioning.

Attitude: Basics of Attitude, the Nature of Attitude, Models of Attitude and Marketing Implication, (Tricomponent Model of Attitude, Multi Attribute Attitude Models. Elaboration Likelihood Model).

Persuasive Communication: Communications Strategy, Target Audience, Media Strategy, Message Strategies, Message Structure and Presentation.

Module 5                                                                                                            (9 Hours)

Social Class: Social Class Basics, What is Social Class? (Social Class & Social Status, the Dynamics of Status Consumption), Features of Social Class, Five Social-Class Categories in India.

Culture: Basics, Meaning, Characteristics, Factors Affecting Culture, Role of Customs, Values and Beliefs in Consumer Behaviour. Subculture: Meaning, Subculture Division and Consumption Pattern in India, Types of Subcultures. Cross Culture - Cross-Cultural Consumer Analysis - Cross-Cultural Marketing Strategy: Cross-Cultural Marketing Problems in India, Strategies to Overcome Cross-Cultural Problem

Groups: Meaning and Nature of Groups, Types Family: The Changing Structure of Family, Family Decision Making and Roles in Decision Making, Dynamics of Husband-Wife Decision Making, The Family Life Cycle & Marketing Strategy, Traditional Family Life Cycle & Marketing Implications,

Reference Groups: Understanding the Power & Benefits of Reference Groups, Types of Reference Group, Reference Group Appeals.

Module 6                                                                                                            (7 Hours)

Opinion Leadership: Dynamics of Opinion Leadership Process, Measurement of Opinion Leadership, Market Mavens, Opinion Leadership & Marketing Strategy, Creation of Opinion Leaders.

Diffusion of Innovations: Diffusion Process, Adoption Process: Stages, Categories of Adopters, Post Purchase Processes.

Customer Relationship Management- Meaning & Significance of CRM, Types of CRM Strategies for Building Relationship Marketing.