CONSUMER BEHAVIOR

CONSUMER BEHAVIOR

• Activities that people undertake when obtaining, consuming and disposing of

products and services.
– Obtaining : Activities leading up to and including the purchase and receipt
of a product.
– Consuming : how, when, where and under what circumstances consumers
use the products.
– Disposing : how consumers get rid of products and packaging
COURSE DESCRIPTION
• Why as well as how consumers make specific decision and
behave in certain ways
• what motivates them
• what captures their attention
• what retains their loyalty
 COURSE CONTENT
TOPICS Lectures
1. Consumer Behaviour: Meeting Changes and Challenges
2
Part One: Introduction 2. Consumer Research Process 2
3. Marketing Segmentation and Strategic Training 2
4. Consumer Motivation 2
5. Personality and Consumer Behaviour 2
Part Two: The Consumer as 6. Consumer Perception 3
an Individual 7. Consumer Learning 3
8. Consumer Attitude Formation and Change 3
9. Communication and Consumer Behaviour 3
Part Three: Consumer in 10. The Family and Social Class
their Social and Cultural
SettingS 3
11. Influence of Culture on Consumer Behaviour 3
12. Cross Cultural Consumer Behaviour: An International
Perspective 2
Part Four: The Consumer’s 13. Consumer and the Diffusion of Innovations 3
Decision Making Process 14. Consumer Decision Making and Beyond 3
and Ethical Dimensions 15. Marketing Ethics and Social Responsibility 2
TOTAL 38
 EVALUATION SCHEME

ATTENDANCE 5%

QUIZ 25%

PROJECT 30%

FINAL EXAM 40%

SUGGESTED READINGS:

Schiffman,Leon G., Kanuk, L.L., & Kumar, S.Ramesh (2010). Consum

er Behavior (10th Edition). Pearson Edu.

Blackwell,R.D., Miniard, P.W., & Engel, J.F. (2006). Consumer Behavi

our. Cengage Learning.

Kumar,S. Ramesh (2013). Case Studies in Consumer Behaviour. Pear

son Edu.