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Course
Consumer

(tJConsumer
Decision Process: Four views of cons mer decision
making - Levels of consumer decision making - Buying ro.esStages in buying decision process - A model of consumer decision
making - Consumer gifting behavior.

o. - 507
Behavior

Marks- ] 00; Credit -3.00 hours

Course Objectives:
This course provides an overview of consumer behavior and is based
primarily on the discipline of social psychology. The main objectives
of this course are:
1.

To gather theoretical knowledge about consumer psychological

processes that underlie the effectiveness of marketing strategy in
terms of impact on consumer behavior.

II.

To acquire a knowledge base that enables critical assessment of

current and future consumer behavior research technologies, and
research data output.
I

111.

To get idea about the consumer behavior modeling and its impacts
in the market.

IV.

To gather knowledge
developing counties.

about

consumerism

and practice

~.

External Influences
group dynamics and
influencing consumer
-culture on consumer

Consumer Behavior Research: The economic and social role of

consumer research -Current status of consumer behavior research
-Methods used in consumer research.

8.

Consumer Behavior & Society: Unethical marketing behavior:

and consumer dissatisfaction - Nature and types of organized
consumer resistance - Public policy and consumer protection Consumer education and marketing ethics ..

III

on Consumer Behavior: Influences of

consumer reference groups -Social class
behavior -The influence of culture and sub
behavior -Cross -cultural behavior.

Internal Influences on Consumer Behavior: Influence of consumer

needs and motivation -Learning and consumer behavior -Consumer
perception- Personality and consumer behavior - Consumer attitude
forman .. and change - Consumer life. ryle and beha -ior

~odels of Consumer Behavior: Nature and significance of

models to study consumer behavior - Emergence of different
models of consumer behavior - Mode1 of industrial buying
behavior.

7.

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Course Contents:
~ivers~ty
of Consumer
Be~avior:
Place of consumer in
marketing -Consumer behavior as a branch of marketing
knowledge -Background of the development of consumer
behavior -Meaning & features of consumer behavior -Importance
and problems of understanding consumer behavior.
2.

~nalYZin.g
.Business. Buyin~ Beh.avio.r: Business markets and
characteristics - Major buying situations -Participants in the
business buying process -Major influences on business buyers
Jusiness
buying decisions.

Text:
1. G. Schiffman and L. L. Kanuk - Consumer Behavior -Prentice
Hall Inc -Eighth edition, 2004.
References:
1. David L Loudon and Albert J. n Bitta-Consumer Behavior Concept & Applications -Tata McGraw -Hill Publishing 90 -New
Delhi -Fourth Edition, 20.02.
2.
3.

Del 1. Hanskurs et.al, -Consumer Behavior -Tata McGraw HIll

Publishing Company -Ninth Edition, 2005,
Satish K. Batra -Consumer Behavior: Text and Cases -Excell
Boob -First Edition, 2004.
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