CONSUMER BEHAVIOUR

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COURSE OBJECTIVES To enable students to, 1. Understand concepts, models and applications of consumers 2. Describe consumer perception, its elements and study about learning theories, attitudes and motivation 3. Illustrate the influence of culture, subculture and cross culture on consumer behavior 4. Explain process of opinion leadership, adoption and levels, models of consumer decision making 5. Discuss difficulties, challenges of consumer behavior in Indian context and issues emerging Unit I Introduction 8

Consumer Behavior Concepts and Need for studying Consumer Behavior Consumer Research Process Ethics in Consumer Research - Models of Consumer Behavior - Applications of Consumer Behavior in Marketing Decisions. Unit II Consumer as an Individual 8

Consumer Perception - Elements of Perception - Dynamics of Perception - Consumer Imagery perceived risk. Consumer Learning, Cognitive Learning theory. Attitude, Structural Models of attitude, Cognitive Dissonance Theory and Attribution theory Motivation as a Psychological Force - Types and System of needs. Unit III Consumers in their Social and Cultural Settings 8

Reference Groups and Family Influences - Social Class and Consumer Behavior - The Influence on Culture on Consumer Behavior - Subcultures and Consumer Behavior - Cross Cultural Consumer Behavior. Unit IV Consumer decision process and post-purchase Behavior 8

Opinion Leadership - Dynamics of opinion Leadership Process - The Motivation behind Opinion Leadership - The Diffusion Process - the Adoption Process - Levels of consumer decision making - Models of Consumer Decision Making. Unit V Additional Dimensions 8

Consumerism Consumer Protection Difficulties and Challenges in predicting Consumer Behavior Online Consumer Behavior Organizational and Industrial Buyer Behavior Consumer Behavior in Indian context Emerging issues. Total: 40 hours TEXT BOOK 1. Leon G. Schiffman and Leslie Lazar Kanuk.- Consumer behavior Ninth edition REFERENCES 1. Consumer behavior Ninth edition - Leon G. Schiffman and Leslie Lazar Kanuk. 2. Assael, Consumer Behavior, Cengage Learning, 2007 3. Blackwell, Consumer Behavior, Cengage Learning, 2007

4. David L.Loudon, Albert J Della Bitta, Consumer Behavior, McGraw Hill, New Delhi 2005. 5. Jay D. Lindquist and M.Joseph sirgy, Shopper, buyer & consumer Behaviour, Theory And Marketing application, Biztantra Publication, New Delhi 2005. 6. Sheth Mittal, Consumer Behavior A Managerial Perspective, Thomson Asia (P) td., Singapore, 2005. 7. K.K.Srivastava, Consumer Behavior in Indian Context, Goal Gotia Publishing Co, New Delhi 2004. 8. S.L. Gupta & Sumitra Pal, Consumer Behavior an Indian Perspective, Sultan Chand, New Delhi 2001. 9. Ms.Raju, Dominique Xavedel, Consumer behavior, Concepts Applications and Cases, Vikas publishing house (P) Ltd., New Delhi 2004. 10. Henry Assael, Consumer behavior strategic approach Biztantra, New Delhi, 2005.