consumer behavior

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Consumer Behaviour is the study of consumers which involves the study of how consumers think, feel, reason, which helps organizations to improve their marketing strategies. Consumer Behaviour involves tangible products and services.

Consumer Behaviour subject aims to equip DU BMS students with basic knowledge about issues and dimensions of consumer behavior. BMS students are expected to develop the skill of understanding and analyzing consumer information and using it to create consumer-oriented marketing strategies.

Here we present Delhi University TYBMS Sem 5 Syllabus – Consumer Behaviour:

Unit 1 – 15 lectures

  1. Introduction to consumer behavior
  2. Introduction to industrial buying behavior
  3. Consumer needs and motivation
  4. Characteristics of motivation
  5. Arousal of motives
  6. Theories of needs and motivation
  7. Maslow’s hierarchy of needs
  8. McLelland’s APA theory
  9. Murray’s list of psychogenic needs
  10. Bayton’s classification of motives
  11. Types of involvement
  12. Role of consumer research
  13. Personality and consumer behavior
  14. Importance of personality
  15. Theories of personality
  16. Freudian theory
  17. Jungian theory
  18. Neo Freudian Theories
  19. Traits Theory
  20. Brand personality
  21. Theory of self images
  22. Self- concept and its importance.

Unit 2 – 10 lectures

  1. Consumer Perception
  2. Concepts of Absolute Threshold Limit and Differential Threshold Limit
  3. Subliminal perception
  4. Perceptual processes
  5. Selection
  6. Organization and interpretation
  7. Consumer imagery
  8. Product positioning and repositioning
  9. Packaging as a positioning element
  10. Perceived price and quality
  11. Positioning of services
  12. Perceived risk
  13. Situational influences on consumer behaviour
  14. Social and physical surroundings
  15. Temporal factors
  16. Moods
  17. Reasons for shopping
  18. Atmospherics

Unit 3 – 12 lectures

  1. Consumer Learning – importance of learning on consumer behavior
  2. Learning theories
  3. Classical conditioning
  4. Instrumental conditioning
  5. Cognitive learning theory
  6. Consumer involvement – central and peripheral routes to persuasion
  7. Measures of consumer learning
  8. Consumer attitudes
  9. Formation of attitudes
  10. Functions performed by attitudes
  11. Models of attitudes
  12. Tri-component model
  13. Multi-attribute models
  14. Attitude toward the ad model
  15. Strategies of attitude change
  16. Cognitive dissonance
  17. Attribution theory

Unit 4 – 10 lectures

  1. Influence of consumer reference groups and opinion leadership
  2. Types of reference groups
  3. Factors affecting reference group influence
  4. Word of mouth communication
  5. Diffusion of innovations
  6. Product characteristics influencing diffusion
  7. Resistance to innovation
  8. Adoption process
  9. Opinion leadership
  10. Characteristics and needs of opinion leaders and opinion receivers
  11. Interpersonal flow of communication
  12. Influence of family as a reference group
  13. Consumer socialization process
  14. Consumer roles within a family
  15. Purchase influences and role played by children
  16. Family life cycle

Unit 5 -9 lectures

  1. Social class and consumer behavior
  2. Determinants of social class
  3. Measurement and characteristics of social classes
  4. Influence of culture on consumer behavior
  5. Characteristics of culture
  6. Core value held by society and their influence on consumer behavior
  7. Introduction to sub-cultural and cross-cultural influences
  8. Consumer decision making process
  9. Problem recognition
  10. Pre-purchase search influences
  11. Information evaluation
  12. Purchase decision
  13. Compensatory decision rule
  14. Conjunctive decision rule
  15. Lexicographic rule
  16. Affect-referral
  17. Disjunctive rule
  18. Post-production evaluation

 

Textbooks and References:

  • Consumer behavior – 10th edition – Schiffman, L.G., Kanuk, L.L. & Kumar, S.R.
  • Consumer behavior – buying, having and being – 8th edition – Solomon, M.R.
  • Consumer behavior – Blackwell, R.D., Miniard, P.W., & Engel
  • Consumer behavior: building marketing strategy – Hawkins, D.I., Best, R.J., Coney, K.A. and Mookerjee
  • Marketing Management – Global edition – Kotler, P. and Keller, K.L.
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