Consumer Behaviour

MBA Second Year

(Marketing Management)

School of Distance Education

Bharathiar University, Coimbatore - 641 046
 Author: Dr. Sunita Tanwar

Copyright © 2008, Bharathiar University

All Rights Reserved

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Bharathiar University
Coimbatore-641046
 CONTENTS

Page No.

UNIT I
Lesson 1 Introduction to Consumer Behaviour 7
Lesson 2 Factors Influencing Consumer Buying Behaviour 14
Lesson 3 Consumer Buying Process 22

UNIT II
Lesson 4 Consumer Modelling 31
Lesson 5 Perception 40
Lesson 6 Learning 47

UNIT III
Lesson 7 Personality 53
Lesson 8 Attitude 59
Lesson 9 Motivation 65

UNIT IV
Lesson 10 Influence of Social Class 73
Lesson 11 Group Dynamics 78

UNIT V
Lesson 12 Consumer Satisfaction 93
Lesson 13 Relationship Marketing 100

Model Question Paper 107

 CONSUMER BEHAVIOR

SYLLABUS

UNIT I
Introduction to Consumer Behavior - Diversity of consumer behavior - Concept and
need for studying consumer behavior and marketing management, factors influencing
consumer buying behaviour, consumer buying process

UNIT II
Consumer Modeling:- The economic model - Learning model- psychoanalytic model -
The sociological model- The Howard Sheth model of buying behavior - The Nicosia
model- The Engel -Kollat-Blackwell Model.
Individual Determinants of Consumer behavior- Perception, Meaning of perception- the
perceptual process- Factor responsible for perceptual Distortion,.Learning -what is
Learning?-components or elements of learning process.

UNIT III
New issue Market - Issue Mechanism - IPO, Rights issue, private placement - processes
of Book - Building - Issue of Bonus Shares - Stock Options - functions of new issue
market - Overview of Bond market in India.

UNIT IV
Influence of Social class -Definition and meaning of social stratification -factors
responsible for social stratification -characteristic features of social classes- Social
influence on consumer behavior.
Group Dynamics and Consumer Reference Groups- Definition and Meaning of Group-
Reasons For formation of group -Types of Groups relevants to consumer behavior -
Family life cycle- Friendship Group Formal social clubs-Shopping Friends groups- Work
group-Reference group

UNIT V
Consumer Satisfaction and Relationship Marketing- Customerisation- Working towards
enhancing Customer satisfaction-Sources of customer dissatisfaction- Relationship
marketing Meaning Understanding the economics of customer retention- Market emphasis
in relationship marketing.