Objectives: The objective of this paper is to give the basic knowledge about the consumer behaviour
Credits:03 L-T-P: 3-3-0
Module Teaching Content No Hrs. Consumer Behavior, Consumer research process, models : Economic model, Psychoanalytic model, Sociological model, Howard & Seth model, Nicosia model, Engel-Kollat- Black we ll model, Black Box Model, Kano Model. Module I Individual determinants: Perceptual process, consumer learnin g 20 Hours process Introduction: Concept, importance and scope of CB, need for studying, consumer attitude formation, attitude measureme nt, meaning and nature of personality, self-concept. MID-TERM EXAMINATION Influences & Consumer Decision making: Family, reference group, personal, social and cultural influence on CB, Consumer Decision making process, Consumer Communication process, consumer Module satisfaction. 20 Hours II Industrial Buying Behaviour: Participants, characteristics of industr ia l markets, factors influencing industrial markets, stages of industr ia l buying process, Customer and marketing of services. Provision for presentations / assignments / case analysis in additional sessions 1Session=60Minutes
Text Books:
Schiffman & Kanuk, Consumer Behaviour Pearson India
Reference Books: Louden & Bitta, 1993 Consumer Behaviour , McGraw-Hill India Bennet & Kasarji, 1972 Consumer Behaviour, PHI Nair, S. R. 2004. Consumer behaviour in Indian perspective. Himala ya publishing house.
FOCUS: This course cultivates understanding of consumer decision-making process. Students
will grasp core consumer behavior dynamics. Learners are able to organizing and imple me nt consumer dynamics in developing marketing program in real world. This course boost learner’s employability in the corporate marketing world.
Outcome: After completion of the course, the student will be able to: CO1: Explain the fundamental concepts of consumer behavior. in purchase decision making CO2: Implement the procedure to handle factors influencing consumer/ industrial buying decision making process CO3: Organise the best fit elements of consumer behavior. Mapping of Course Outcomes (COs) with Program Outcomes (POs) and Program Specific Outcomes (PSOs):
