BA4009 Syllabus - Consumer Behavior - 2021 Regulation Anna University

BA4009 Syllabus - Consumer Behavior - 2021 Regulation Anna University

BA4009

CONSUMER BEHAVIOR

 L T P C

3 0 0 3

COURSE OBJECTIVE:
• To study and understand the consumer' behavior in-order to effectively utilise the market' potential

UNIT I

INTRODUCTION

9

Understanding Consumer behaviour - Consumption, Consumer orientation, Interpretive and Quantitative approaches - Effects of Technology, Demographics and Economy on Consumer behaviour.

UNIT II

INTERNAL INFLUENCES

9

Influences on consumer behavior – motivation – perception – Attitudes and Beliefs - Learning and Experience - Personality & Self Image.

UNIT III

EXTERNAL INFLUENCES

9

Socio-Cultural, Cross Culture - Family group – Reference group – Communication - Influences on Consumer behavior

UNIT IV

CONSUMER BEHAVIOR MODELS

9

Traditional and Contemporary Consumer behaviour model for Individual and industrial buying behaviour and decision making.

UNIT V

PURCHASE DECISION PROCESS

9

Consumer decision making process – Steps, Levels and decision rules - Evolving Indian consumers – Opinion Leadership - Diffusion and Adoption.

TOTAL: 45 PERIODS

COURSE OUTCOMES: The student understands
1. Consumer orientation and consumption
2. Intrinsic influences
3. Effects of external influences
4. Models of consumer and industrial buying
5. The decision making process

REFERENCES:
1. RamanujMajumdar, Consumer Behaviour - Insights from Indian Market, PHI, 2010.
2. Leon G.Schiffman and Leslie LasarKanuk, Consumer Behavior, Pearson Education, India, ninth edition, 2010.
3. Barry J.B., Eric G.H., Ashutosh M., Consumer Behaviour - A South Asian Perspective, Cengage Learning, 2016.
4. Paul Peter et al., Consumer Behavior and Marketing Stratergy, Tata McGraw Hill, Indian Edition, 7th Edition 2005.

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