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Consumer Behaviour: Course Code: MMS 203 Credit Units: 03 Course Objective

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Prateek Sharma

This document outlines a course on consumer behaviour. The course aims to help students understand consumer behaviour in household and business markets and how it relates to marketing strategy. It covers topics like consumer decision making models, external influences on behaviour like culture and groups, internal influences like motivation and personality, cross-cultural behaviour, consumer influence, emerging trends, and uses case studies and a live project. Student work is evaluated through components like assignments, a class test, an extra credit exam, and a final exam.

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Consumer Behaviour: Course Code: MMS 203 Credit Units: 03 Course Objective

Uploaded by

Prateek Sharma
51 views1 page
This document outlines a course on consumer behaviour. The course aims to help students understand consumer behaviour in household and business markets and how it relates to marketing strategy. It covers topics like consumer decision making models, external influences on behaviour like culture and groups, internal influences like motivation and personality, cross-cultural behaviour, consumer influence, emerging trends, and uses case studies and a live project. Student work is evaluated through components like assignments, a class test, an extra credit exam, and a final exam.

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This document outlines a course on consumer behaviour. The course aims to help students understand consumer behaviour in household and business markets and how it relates to marketing strategy. It covers topics like consumer decision making models, external influences on behaviour like culture and groups, internal influences like motivation and personality, cross-cultural behaviour, consumer influence, emerging trends, and uses case studies and a live project. Student work is evaluated through components like assignments, a class test, an extra credit exam, and a final exam.

Copyright:

Attribution Non-Commercial (BY-NC)
Download as DOCX, PDF, TXT or read online from Scribd
Download as docx, pdf, or txt
51 views1 page

Consumer Behaviour: Course Code: MMS 203 Credit Units: 03 Course Objective

Uploaded by

Prateek Sharma
This document outlines a course on consumer behaviour. The course aims to help students understand consumer behaviour in household and business markets and how it relates to marketing strategy. It covers topics like consumer decision making models, external influences on behaviour like culture and groups, internal influences like motivation and personality, cross-cultural behaviour, consumer influence, emerging trends, and uses case studies and a live project. Student work is evaluated through components like assignments, a class test, an extra credit exam, and a final exam.

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CONSUMER BEHAVIOUR

Course Code: MMS 203 Credit Units: 03


Course Objective:
To identify and understand the consumers behaviour both household market and business market. It makes a
connection between customer behaviour principles and the elements of marketing strategy. Allowing the
students to see how an understanding of customer behaviour is crucial to successful marketing programs.
Course Contents:
Module I: Understanding Consumer Behaviour
Introduction, Consumer Behaviour & Decision Making Model, Customer Profile. Segmentation, Criterion for
effective segmentation, Criterion for effective Targeting, implementing segmentation strategies
Module II: Consumer Research
Consumer Research Process.
Module III: External Influences on Consumer Behaviour
Culture & Subculture, Social Class - Lifestyle Profiles of the Social Classes, Group Influence - Understanding
the power of Reference Groups, Household Consumption Behaviour - Family Decision Making & Consumption
Related Roles.
Module IV: Internal Influence on Consumer Behaviour
Needs & Motivation - Dynamics of Motivation, Motivational Research, Learning - Behavioural Learning
Theories, Personality Factor - Theories of Personality, Brand Personality, Self& Self Image, Attitude -
Structural Models of Attitudes, Attitude formation, Strategies of Attitude Change, Perception - Dynamics of
Perception, Consumer Imagery.
Module V: Cross Cultural Consumer Behaviour: An International perspective
Cross- Cultural Consumer Analysis, Alternative Multinational Strategies, Cross Cultural Psychographic
Segmentation, Marketing Mistakes.
Module VI: Consumer Influence
Dynamics of Opinion Leadership, Diffusion of Innovations.
Module VII: Consumer Decision Making & Beyond
Consumer Decision Making Process, Consumer Decision Making Models, Problem Recognition & Decision
Making, Post-Purchase Behaviour.
Module VIII: Emerging Trends
Integrating the concepts with other functions of Management
Live project to be undertaken starting with conception of idea to final execution.
Case studies
Latest emerging trends and practices.
Examination Scheme:
Components C A CT EE
Weightage (%) 10 5 15 70
Text & References:
Text:
Schiffman, Leon G, & Kanuk , Leslie Lazar, 2004, Consumer Behaviour, Prentice Hall of India
References:
Assael, Henry, Consumer Behaviour, Asian Books Pvt. Ltd
Laudon, David L,& Bitta, Albert J Della, Consumer Behaviour, Tata McGraw Hill
Leudquest, 2004, Consumer Behaviour Biztantra Publication
Batra, Satish K., & Kazmi, S H H, Consumer Behaviour, Excel Books

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