BA 4009

Consumer Behaviour

HBS > Professional Electives > Consumer Behaviour
Course ID
BA 4009
Level
Post Graduation
Semester
Semester III

OBJECTIVES:
• To study and understand the consumer’ behavior in-order to effectively utilise the market’ potential

UNIT I INTRODUCTION
Understanding Consumer behaviour – Consumption, Consumer orientation, Interpretive and Quantitative approaches – Effects of Technology, Demographics and Economy on Consumer behaviour.

UNIT II INTERNAL INFLUENCES
Influences on consumer behavior – motivation – perception – Attitudes and Beliefs – Learning and Experience – Personality & Self Image.

UNIT III INTERNAL INFLUENCES
Socio-Cultural, Cross Culture – Family group – Reference group – Communication – Influences on Consumer behavior

UNIT IV CONSUMER BEHAVIOR MODELS
Traditional and Contemporary Consumer behaviour model for Individual and industrial buying behaviour and decision making.

UNIT V PURCHASE DECISION PROCESS
Consumer decision making process – Steps, Levels and decision rules – Evolving Indian consumers – Opinion Leadership – Diffusion and Adoption.

TOTAL: 45 PERIODS

OUTCOMES:
The student understands
•  Consumer orientation and consumption
•  Intrinsic influences
•  Effects of external influences
•  Models of consumer and industrial buying
•  The decision making process

REFERENCES :

1. RamanujMajumdar, Consumer Behaviour – Insights from Indian Market, PHI, 2010.
2. Leon G.Schiffman and Leslie LasarKanuk, Consumer Behavior, Pearson Education, India, ninth edition, 2010.
3. Barry J.B., Eric G.H., Ashutosh M., Consumer Behaviour – A South Asian Perspective, Cengage Learning, 2016.
4. Paul Peter et al., Consumer Behavior and Marketing Stratergy, Tata McGraw Hill, Indian Edition, 7th Edition 2005.