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Semester V

Consumer Behavior
Course Content

Defining Consumer Behaviour, its
Significance,
Application of Knowledge of Consumer
Behaviour
Consumers & Market Segmentation,
Benefits/ Limitations of Segmentation
Product Positioning
Environmental Influences on Consumer
Behaviour Culture, Sub-culture & Social
Class
Social Groups & Family
Personal Innovation & Diffusion of
Innovation

Personality Theories & Applications
Psychographics & Self Concept
Nature & Role of Motives & its
Classification
Motive Arousal & Structuring
Motivation Research
Information Processing
Learning & its classification, Additional
Consumer Learning Topics, Memory
Attitude, its characteristics, Functions,
Strategies for changing attitudes



Consumer decision & its kinds
Consumer decision Process Model
Marketing Implication of Problem
Recognition
Search & Evaluation
Purchasing Processes
Post purchase behavior
Modeling & Researching Consumer
Behaviour,
Organizational buying behavior



Text and Reference Books
Loudon, David L. and Bitta, AJD (2009), Consumer behavior : Concepts and
Applications, New Delhi, Tata McGraw Hill Book Company
Schiffman L & Kanuk (2003), Consumer Behaviour, New York, Prentice Hall
Kumar, S. Ramesh (Prof.) (2003), Conceptual Issues in Consumer Behaviour: The
Indian Context, Delhi, Pearson Education Pte. Ltd.
Sternthal, B. and Craig, CS 1982), Consumer behavior : an information processing
perspective, New Jersey, Prentice Hall
Wallendorf, M. and Zaltman (1979), Readings in consumer behavior : Individuals,
groups, and organizations, New York, John Wiley & Sons
Zaltman, G. and Wallendorf M (1983), Consumer behavior : Basic findings and
management implications-2nd ed., New York: John Wiley & Sons

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