Consumer Behaviour

Paper Code: 
MJD 323
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

  • 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

 

Courses

Learning outcomes (at course level)

Learning and teaching strategies

Assessment Strategies

COURSE Code

COURSE Title

 

 

 Consumer Behaviour

The students will be able to –

CO 76Demonstrate knowledge of consumer behaviour for Marketing

CO 77:Learn psychological theories relevant for understanding consumer behaviour.

CO 78:Complythekey concepts of learning, personality and theories of learning

CO 79:Identify and explain factors which influence consumers behaviour

CO 80:Interpret the importance of consumer attitude formation

CO 81:Elaborate the concept of Consumer research

Approach in teaching:

Interactive Lectures, Group

Discussions, Power point presentations, Video Tutorials, Guest lectures by industry experts, Industry Visits

 

Learning Activities for the students: Self- learning assignments, Effective questions, presentation, case studies.

Assessment task willinclude test on thetopic, Semester end examinations, quiz, and advertisement analysis,personality mapping exercise, consumer research reports, student’s presentations, and assignments.

 

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.

E-RESOURCES:

JOURNALS:

  • Global Business Review
  • Journal of Entrepreneurship & Innovation in Emerging Economics
  • Indian Journal Of Marketing
  • The IUP Journal of brand Management
  • Prabandhan
  • IISU  Journal of Commerce and Management

 

 

Academic Year: 
2022-2023
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