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Consumer Behaviour
Paper Code:
MJD 323
Credits:
4
Contact Hours:
60.00
Max. Marks:
100.00
Objective:
- To acquaint students with consumer behavior and its effects on the Jewellery market
- To analyze dimensions that influence consumer decision making.
- To give a perspective to understand the application of market research in framing effective marketing strategies
12.00
Unit I:
Consumer Behavior
- Concept, Characteristics Scope
- Applications and Importance of Consumer Behavior
- Consumer Research: Concept, Role of Consumer Research, Qualitative and Quantitative Research, Steps in Consumer Research Process.
12.00
Unit II:
Consumer Buying Decision Making Process
· roblem Recognition, Information search, Evaluation of alternatives, Purchase decision, and Post Purchase Behavior, Types of Consumers Buying Behavior.
Diffusion of Innovations: Concept of Innovation and Diffusion. New Product Adoption Process, Stages in the Adoption Process, Adopter Categories Based on Relative Time of Adoption
12.00
Unit III:
Models of Consumer Decision making
- The Economic Model,
- Learning Model,
- Psychological Model,
- Input, Process, Output Model,
- Nicosia Model,
- Howard-Sheth Model,
- Engel, Kollat & Blackwell Model,
- Engle-Blackwell and Miniard (EBM) Model
12.00
Unit IV:
Personal and Psychological Factors affecting Consumer Buying Behavior
- Consumer perception,
- learning,
- attitudes,
- motivation and personality –
- psychographics, values and lifestyles.
- Concept of VALS
- Framework for psychographic Market Segmentation
12.00
Unit V:
Socio- Cultural Factors affecting Consumer Buying Behavior
- Culture, Sub-culture, Social Class, Consumer Reference Groups, Family & Consumer Behaviour,
- Consumer roles within a family, purchase influences and role played by children,
- Family life cycle;
- Opinion Leadership
Essential Readings:
- Schiffman, L. G., & Kanuk, L. L. (2015). Consumer behavior, Prentice Hall
- Solomon, M. R., & Panda, T. K. (2016). Consumer behavior, buying, having, and being. Pearson Education India.
References:
- Nair, S. R. (2015). Consumer Behaviour-Text and Cases.
- Chunawalla, S. A. (2015). Commentary On Consumer Behaviour. Himalaya publishing house.
Academic Year:
