CONSUMER BEHAVIOR

COURSE DURATION: 2 HRS PER WEEK FOR 12 WEEKS

COURSE CREDITS: 02

1. FOUNDATIONS OF CONSUMER BEHAVIOR (2 HRS)

• Customer oriented Marketing
• Consumer Buying Behavior & Decision Making Models
- Influences on buying behavior
- Consumer buying and consumption process
- Consumer decision making models
• Researching the Consumer

2. PERSONAL FACTORS (2 HRS)

• Demographics: Age, gender, occupation, education
• Economic status and logic
• Needs and motivation
• Level of involvement and kind of decision making
• Psychographics: Personality, lifestyle and self concept

3. INTERPERSONAL FACTORS (6 HRS)

• Culture, subculture and value system
• Social Group Influences
Social class
Reference groups and opinion leaders
Family and FLC
Role and status
• Interpersonal factors and symbolic consumption

4. ENVIRONMENTAL FACTORS (2 HRS)

• Product offerings and innovations
• Time, place and other factors
• Public policy issues

5. INFORMATION RECEIPT, PROCESSING AND OUTCOMES (6 HRS)

• Stimulus, Exposure and Attention
• Encoding and decoding of message processing: Ability, opportunity and
willingness to process information
• Outcomes of Processing: Comprehension
- Perception
- Learning and comprehension
- Belief
- Attitude formation
- Memory and retrieval
- Habit formation
 • Adoption and Diffusion of Innovation

6. PURCHASE, CONSUMPTION AND POST-PURCHASE BEHAVIOR (3 HRS)

• Problem recognition, types of problems and types of decisions
• Information search
• Evaluation of alternatives
• Choice making and purchase decision
• Consumption and post consumption behavior:
- Consumption and post consumption response
- Consumer care, satisfaction and loyalty

7. INDIAN CONSUMING CLASSES (3 HRS)

• Indian Market Demographics
- Economic groupings
- Regional clusters
- Age cohorts
- Gender divides
- Population density based segments
• Market Segmentation

(Note: The marketing faculty must deal with this section exclusively)

BASIC TEXT
• BATRA & KAZMI: Consumer Behaviour (Excel: Latest Edition)
• RAMA BIJAPURKAR: We are Like That Only (Penguin Books India:
Paperback 2009)
• BUSINESSWORLD: Marketing White book (BW: Latest Edition)