BA9255-Consumer Behavior |
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 - Howared- 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 – case
studies. |
Text Books |
1. Jay D. Lindquist and Joseph Sirgy, Shopper, Buyer and Consumer Behavior, Biztranza
2008.
2. Paul Peter et al., Consumer Behavior and Marketing Stratergy, Tata McGraw Hill, Indian
Edition, 7th Edition 2005. |
Reference Books |
1. Leon G.Schiffman and Leslie Lasar Kanuk, Consumer Behavior, Pearson Education,
India, 2002.
2. David L. Louden and Albert J Della Bitta, Consumer Behavior, McGraw Hill, New Delhi
2002.
3. Frank R. Kardes, Consumer Behaviour and Managerial Decision Making, 2nd Edition.
4. Assel, Consumer Behavior - A Strategic Approach, Biztranza, 2008.
5. Sheth Mittal, Consumer Behavior- A Managerial Perspective, Thomson Asia (P) Ltd.,
2003. |