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Department of MBA, REC




            BA17E02                      CONSUMER BEHAVIOR                                          L T P C
                                                                                                    3 0  0  3

            OBJECTIVE

            To  understand  the  role  of  consumer  behavior  in  marketing  and    to  identify  qualitative  and  quantitative
            methods of measuring  consumer behavior.

            UNIT I         INTRODUCTION                                                              9
            Concepts – Significance – Dimensions of Consumer Behavior  – Application of  knowledge of Consumer
            Behaviour in marketing decisions.

            UNIT II               CONSUMER BEHAVIOR MODELS                                                  9
            Industrial and individual consumer behaviour models - Howared- Sheth, Engel – Kollat,  Webstar and wind
            Consumer Behaviour Models – Implications of the models on marketing decisions.

            UNIT III       INTERNAL INFLUENCES                                                       9
            Psychological  Influences  on  consumer  behavior  –  motivation  –  perception  –  personality  Learning  and
            Attitude- Self Image and Life styles  – Consumer expectation and satisfaction.

            UNIT IV        EXTERNAL INFLUENCES                                                       9
            Socio-Cultural, Cross Culture - Family group – Reference group – Communication -Influences on Consumer
            behavior

            UNIT V         PURCHASE DECISION PROCESS                                                 9
            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

            After completing the course the learner should be able to:


                 1.  Apply the conceptual frameworks, theory and techniques to various concepts related  to consumer
                    behavior.
                 2.  Have a thorough understanding of various consumer behavior model as well as of the opportunities
                    and challenges that are faced by this industry
                 3.  Contribute effectively  to the decision making process in the areas purchasing.
                 4.  Manage effectively the  aspects critical internal and external influences on consumer behavior.
                 5.  Understand the customer behavior, the customers’ purchase decision making process and to handle
                    customer complaints.

            TEXTBOOKS
            1.  Leon G.Schiffman and Leslie Lasar Kanuk, Consumer Behavior, Pearson Education, India, 2002.
                                                                                                            th
            2.  Paul Peter et al., Consumer Behavior and Marketing Stratergy, Tata McGraw Hill, Indian  Edition, 7
                Edition 2005.

            REFERENCES
                                                                                   nd
            1.  Frank R. Kardes, Consumer Behaviour and Managerial Decision Making, 2  Edition.
            2.  Assel, Consumer Behavior - A Strategic Approach, Biztranza, 2008.





            Curriculum and Syllabus | Master of Business Administration | R2017                 Page 43
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