BA5002 Syllabus - Consumer Behaviour - 2017 Regulation Anna University

BA5002 Syllabus - Consumer Behaviour - 2017 Regulation Anna University

BA5002

CONSUMER BEHAVIOUR

 L T P C

3 0 0 3

OBJECTIVES:
• To understand the concepts of consumer behaviour and its application in purchase decisions.
• To Analyse of the reasons and motives for consumer buying behaviour
• To analyse the relationship between psychological social and cultural drivers behind consumer behaviour and marketing
• To identify the dynamics of human behaviour and the basic factors that influence the consumers decision process.

UNIT I

INTRODUCTION

9

Concepts – Significance – Dimensions of Consumer Behavior – Application of knowledge of Consumer Behaviour in marketing decisions.

UNIT II

CONSUMER BEHAVIOR MODELS

9

Industrial and individual consumer behaviour models - Howard- Sheth, Engel – Kollat, Webstar and wind Consumer Behaviour Models – Implications of the models on marketing decisions.

UNIT III

INTERNAL INFLUENCES

9

Psychological Influences on consumer behavior – motivation – perception – personality Learning and Attitude- Self Image and Life styles – Consumer expectation and satisfaction.

UNIT IV

EXTERNAL INFLUENCES

9

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

UNIT V

PURCHASE DECISION PROCESS

9

High and low involvement - Pre-purchase and post-purchase behavior – Online purchase decision process – Diffusion of Innovation – Managing Dissonance - Emerging Issues.

TOTAL: 45 PERIODS

OUTCOMES:
• Identify the major individual, social and cultural factors that affect consumers’ decision making process;
• Explain and analyze the major stages which consumers usually go through when making a consumption-related decision
• Understand the essence of how consumers make decisions and assess the relevant implications for marketing practitioners

REFERENCES:
1. Leon G Schiffman, Joseph Wisemblit, S Ramesh Kumar , Consumer Behaviour, 11th edition, Pearson, 2015
2. Barry J.Babin, Eric G.Harris, Ashutosh Mohan, Consumer Behavior: A South Asian Perspective, Cengage Learning, Indian Edition, 6th Edition, 2016
3. P.C.Jain and Monika Bhatt., Consumer Behavior in Indian Context, S.Chand & Company, 2013.
4. Srabanti Mukherjee, Consumer behavior, Cengage Learning, 2012.
5. Assael, Consumer Behavior - A Strategic Approach, Biztranza, 2008
6. Dinesh kumar ,Consumer Behaviour, Oxford University Press,2015.

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