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Consumer Behaviour (Theory) [1]

Paper Code: 
MFT-223
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

To acquaint students with consumer behavior and its effects on the fashion market.

12.00
Unit I: 

 Introduction to Consumer Behavior:

  • Definition, need of studying consumer behavior, consumers impact on marketing strategy, marketing’s impact on consumers.
  • Types of consumers.
  • Consumer needs and Wants, models of Consumer Behavior
  • Understanding market segments
12.00
Unit II: 
  • Consumers Perception: Elements, Dynamics, consumer imagery.
  • Motivation: Motivation as a psychological force, dynamics of motivation, types and systems of needs, measurement of motives.

 

12.00
Unit III: 
  • Learning: Elements of consumer learning, behavioral learning theories, cognitive learning theory, measures of consumer learning.
  • Personality and lifestyles-Nature, Theories of personality, Understanding consumer diversity, Brand personality, Self and self image, Virtual personality, lifestyle and psychographics, lifestyle trends
12.00
Unit IV: 

Attitude and attitude change:

  • Definition, structural models of attitude, attitude  formation, strategies of attitude change, using attitudes to predict behavior, changing attitudes through communication
12.00
Unit V: 

Consumer research:

  • Consumer research paradigms, quantitative research, qualitative research, the consumer research process, ethics in consumer research.
Essential Readings: 
  • Michael R. Solomon, Consumer Behaviour, Pearson Education
  • Leon G. Schiffman, Leslie Lazar Kanuk, Consumer Behaviour, Pearson Education
  • S. A. Chunnawalla, Consumer Behaviour, Himalaya Publishing House
  • David L.Loudon & Albert T. Della bitta, Consumer behaviou, Tata McGraw Hill.

 

References: 
  • Neeran Gautam, Kokil Jain, Consumer Behaviour, Wisdom Publication
  • Ramesh Kumar, Consumer Behaviour; Pearson Education  
  • Suja R.Nair; Consumer Behaviour in Indian Perspective; Himalaya Publication House
  • Subhash Menia; Consumer Behaviour ; Tata McGraw Hill  
  • Chunawalla, S.A.; Commentary on Consumer Behaviour; Himalaya Publishing House.

 

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