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MARKETING ELECTIVES

Subject Code Subject Name (Theory course) Category L T P C
BA19P01 Consumer Behaviour FE 3 0 0 3

Objectives:
 To provide an overview of theories and practices in consumer behaviour in individual and organizational level.

UNIT-I Consumer Behaviour- Definition of Consumer behaviour, need of studying consumer behaviour- 9
consumer behaviour and marketing management- Development of consumer behaviour field of
study, consumer modelling –Howard sheth model of buying behaviour.

UNIT-II Consumer an Individual Consumer Motivation- dynamics characteristics of motivation-theories, 9
Personality-nature and characteristics-theories, Perception-perceptual process, Attitude-attitude
and behaviour, attitude change.

UNIT-III Social process and consumer behaviour, social influence on consumer behaviour-Cultural setting 9
Consumer and cultural influences, group influences and consumer behaviour, family influences,
family life cycle.

UNIT-IV Consumer decision making process-meaning, buying motives and buying roles,types of decision 9
making, schiffman and kanuk’s model of consumer decision making– adoption process.

UNIT-V Organizational buyer behaviour- Introduction to organizational buyers’ behaviour, characteristics 9
of industrial markets, Webster and wind model of organisational buying behaviour, factors
influencing industrial buying behaviour-buying decisions involved in industrial buying process.

Total Contact Hours : 45

Course Outcomes:
 To familiarise the students with the various aspects of consumer decision-making process.
To understand the concept of consumer behaviour, decision making by consumers, behaviour variables and its

influences on consumer behaviour.
 To develop an insight of the psychological and behavioural concepts of consumers.
The students will understand the influences on customer choice and the process of human decision making in a

marketing context.
 The students will get the clear knowledge on individual and organisational buying process.

Text Book (s):
1 Consumer Behaviour-Suja Nair, Himalaya Publishing.
2 Consumer Behaviour – Text and cases- by Satish K Batra and S H HKazmi-II Edition, Excel Books.
3 Consumer Behaviour-RamanujMajumdar
4 Consumer Behaviour-Suja Nair, Himalaya Publishing House.

Reference Books(s) / Web links:
1 Frank R. Kardes, Consumer Behaviour and Managerial Decision Making, 2nd Edition, 2010.
2 Assel, Consumer Behaviour - A Strategic Approach, Biztranza, 2008.
Sheth Mittal, Consumer Behaviour- A Managerial Perspective, Thomson Asia (P) Ltd., 2011. 4. Abbael,
3
Consumer Behaviour: A Strategic Approach (Indian Edition 2005) Wiley 2012.

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