COURSE TITLE: CONSUMER BEHAVIOUR

COURSE DURATION: 2 hours per week for 10 weeks

COURSE CREDITS: 02

INDICATIVE LIST OF TOPICS

1. FOUNDATIONS OF CONSUMER BEHAVIOR (2 HRS)

• Customer oriented Marketing

• Consumer Buying Behavior & Decision Making Models
– Influences on buying behavior
– Consumer buying and consumption process
– Consumer decision making models
• Researching the Consumer

2. PERSONAL FACTORS (2 HRS)

• Demographics: Age, gender, occupation, education

• Economic status and logic
• Needs and motivation
• Level of involvement and kind of decision making
• Psychographics: Personality, lifestyle and self concept

3. INTERPERSONAL FACTORS (6 HRS)

• Culture, subculture and value system

• Social Group Influences
Social class

Reference groups and opinion leaders

Family and FLC

Role and status

• Interpersonal factors and symbolic consumption

4. ENVIRONMENTAL FACTORS (2 HRS)

• Product offerings and innovations

 • Time, place and other factors
• Public policy issues

5. INFORMATION RECEIPT, PROCESSING AND OUTCOMES (4 HRS)

• Stimulus, Exposure and Attention

• Encoding and decoding of message processing: Ability, opportunity and willingness to
process information
• Outcomes of Processing: Comprehension
– Perception
– Learning and comprehension
– Belief
– Attitude formation
– Memory and retrieval
– Habit formation
• Adoption and Diffusion of Innovation

6. PURCHASE, CONSUMPTION AND POST-PURCHASE BEHAVIOR (2 HRS)

• Problem recognition, types of problems and types of decisions

• Information search
• Evaluation of alternatives
• Choice making and purchase decision
• Consumption and post consumption behavior:
- Consumption and post consumption response

- Consumer care, satisfaction and loyalty

7. INDIAN CONSUMING CLASSES (2 HRS)

• Indian Market Demographics

– Economic groupings
– Regional clusters
– Age cohorts
– Gender divides
– Population density based segments
• Market Segmentation
BASIC TEXT

• Consumer Behaviour (by) Satish K. Batra & Shah Kazmi (Excel)