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Consumer Behaviour SYBMS Semester III

Consumer Behaviour SYBMS Semester III


Consumer Behaviour


Semester III

1. Introduction To Consumer Behaviour (14 Lec.)

l Meaning of Consumer Behaviour,  Features and  Importance

l Types of Consumer (Institutional & Retail), Diversity of Consumers and Their Behaviour - Types of Consumer Behaviour

l Profiling the Consumer and Understanding Their Needs

l Consumer Involvement

l Application of Consumer Behaviour Knowledge in Marketing

l Consumer Decision Making Process and Determinants of Buyer

l Behaviour, Factors Affecting each Stage and Need recognition

2. Individual - Determinants of Consumer Behaviour (16 Lec.)

l Consumer Needs & Motivation (Theories - Maslow, McClelland)

l Personality - Concept, Nature of Personality, Freudian, Non - Freudian and Trait Theories, Personality Traits and It’s Marketing Significance, Product Personality and Brand Personification

l Self Concept – Concept

l Consumer Perception

l Learning - Theory, Nature of Consumer Attitudes, Consumer Attitude

l Formation & Change

l Attitude - Concept of Attitude

3. Environmental Determinants of Consumer Behaviour   (15 Lec.)

l Family Influences on Buyer Behaviour

l Roles of Different Members, Needs Perceived and Evaluation Rules

l Factors Affecting the Need of the Family, Family Life Cycle Stage and Size

l Social Class and Influences

l Group Dynamics & Consumer Reference Groups, Social Class & Consumer Behaviour - Reference Groups, Opinion Leaders and Social Influences In-group versus Out-group Influences, Role of Opinion Leaders in Diffusion of Innovation and in Purchase Process.

l Cultural Influences on Consumer Behaviour Understanding Cultural and Sub-cultural Influences on Individual, Norms and Their Role, Customs, Traditions and Value System

4. Consumer Decision Making Models and New Trends  (15 Lec.)

l Consumer Decision Making Models:  Howard Sheth Model, Engel Blackwell, Miniard Model, Nicosia Models of Consumer Decision Making

l Diffusion of Innovations, Process of Diffusion and Adoption, Innovation, Decision Process, Innovator Profiles

l E-Buying Behaviour, The E-buyer vis-a-vis the Brick and Mortar Buyer, Influences on E-buying


Additional Information

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ISBN-13 978-93-88626-99-6
AUTHOR Michael Vaz, Aurora Vaz
YEAR 2019
ED First
SUBJECT Consumer Behaviour SYBMS Semester III