MBA1016 - Marketing Research and Consumer Behaviour
UNIT I
Nature and scope of Marketing Research Marketing Research as an aid to marketing decision making
Scientific method Research designs Exploratory, descriptive and conclusive.
UNIT II
Marketing research Procedure Secondary and Primary methods of data collection, Questionnaire
construction procedure, Application of sampling techniques, analysis and reporting of data.
UNIT III
Application of marketing research motivation, advertising, product and sales control.
UNIT IV
Environmental Influences on Consumer: Culture; Social class; Social Groups; Family; Personal
influence and opinion leadership.Individual Determinants of consumer Behaviour motivation and
Involvement; Information processing, Learning personality and self concept; Attitude theories and
change.
UNIT V
Consumer decision processes Problem recognition; Search and evaluation; Purchasing. Post
purchase behaviour. : Models of consumer behaviour, market segmentation for understanding
consumers.
Reference
Marketing Research
1. David Luck & Ronald Rubin Marketing Research. Prentice & Hand of India.
2. Donald Tull & Del Hawkins Marketing Research: Management & Method.
3. Joseph Hair, Robert Bush & David Ortinau - Marketing Research, McGraw Hill. Naresh K.
4. Kinnear & Taylor - Marketing Research, MaGraw Hill.
5. Naresh K. Malhotra - Marketing Research Pearson Education India, 2001.
6. Nargundkar - Marketing Research Tata MaGraw Hill, 2002.
7. Paul Green, Donald Tull & Gerald Albaum Research for Marketing Decision, Prentice & Hall
of India.
Consumer Behaviour
1. David J. Loudon & Albert J. Della Bitta consumer Behaviour, Tata McGraw Hill, 2002.
2. Frank Kardes Consumer Behaviour and Managerial Decision Making, Prentice Hall of India,
2002.
3. John C. Mower & Michael Minor Consumer Behaviour, Prentice Hall, 1998.
4. Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behaviour, Pearson Education Asia, 2002.
5. Michael R. Solomon Consumer Behaviour: Buying, Having and Being, Pearson Education,
2002.
6. Roger D. Black Well, Paul W. Miniard, James F. Engel Consumer Behaviour, Thomson South
Western, 2002.