BA5002

Consumer Behaviour

HBS > Professional Electives > Consumer Behaviour
Course ID
BA5002
Level
Post Graduation
Semester
Semester III

OBJECTIVES:
• To understand the concepts of consumer behaviour and its application in purchase decisions.
• To Analyse of the reasons and motives for consumer buying behaviour.
• To analyse the relationship between psychological social and cultural drivers behind consumer behaviour and marketing.
• To identify the dynamics of human behaviour and the basic factors that influence the consumers decision process.

UNIT I INTRODUCTION
Concepts – Significance – Dimensions of Consumer Behavior – Application of knowledge of Consumer Behaviour in marketing decisions.

UNIT II CONSUMER BEHAVIOR MODELS
Industrial and individual consumer behaviour models – Howard- Sheth, Engel – Kollat, Webstar and wind Consumer Behaviour Models – Implications of the models on marketing decisions.

UNIT III INTERNAL INFLUENCES
Psychological Influences on consumer behavior – motivation – perception – personality Learning and Attitude- Self Image and Life styles – Consumer expectation and satisfaction.

UNIT IV EXTERNAL INFLUENCES
Socio-Cultural, Cross Culture – Family group – Reference group – Communication – Influences on Consumer behavior.

UNIT V PURCHASE DECISION PROCESS
High and low involvement – Pre-purchase and post-purchase behavior – Online purchase decision process – Diffusion of Innovation – Managing Dissonance – Emerging Issues.

TOTAL: 45 PERIODS

OUTCOMES:
• identify the major individual, social and cultural factors that affect consumers’ decision making process;
• explain and analyze the major stages which consumers usually go through when making a consumption-related decision.
• understand the essence of how consumers make decisions and assess the relevant implications for marketing practitioners.

REFERENCES :

  1. Leon G Schiffman, Joseph Wisemblit, S Ramesh Kumar , Consumer Behaviour, 11th edition, Pearson, 2015.
  2. Barry J.Babin, Eric G.Harris, Ashutosh Mohan, Consumer Behavior: A South Asian Perspective, Cengage Learning, Indian Edition, 6th Edition, 2016.
  3. P.C.Jain and Monika Bhatt., Consumer Behavior in Indian Context, S.Chand & Company, 2013.
  4. Srabanti Mukherjee, Consumer behavior, Cengage Learning, 2012.
  5. Assael, Consumer Behavior – A Strategic Approach, Biztranza, 2008.
  6. Dinesh kumar ,Consumer Behaviour, Oxford University Press,2015.