BA8002 CONSUMER BEHAVIOR mba-syllabus-subject-notes-pevious-year-questions-papers-bank
COURSE OUTCOME:
The student will understand the influences on customer choice and the process of human decision
making in a marketing context.
UNIT I INTRODUCTION 9
Concepts – Significance – Dimensions of Consumer Behavior – Application of knowledge of
Consumer Behaviour in marketing decisions.
UNIT II CONSUMER BEHAVIOR MODELS 9
Industrial and individual consumer behaviour models - Howared- Sheth, Engel – Kollat, Webstar
and wind Consumer Behaviour Models – Implications of the models on marketing decisions.
UNIT III INTERNAL INFLUENCES 9
Psychological Influences on consumer behavior – motivation – perception – personality Learning
and Attitude- Self Image and Life styles – Consumer expectation and satisfaction.
UNIT IV EXTERNAL INFLUENCES 9
Socio-Cultural, Cross Culture - Family group – Reference group – Communication -Influences on
Consumer behavior
UNIT V PURCHASE DECISION PROCESS 9
High and low involvement - Pre-purchase and post-purchase behavior – Online purchase decision
process – Diffusion of Innovation – Managing Dissonance - Emerging Issues.
TEXTBOOKS
1. Leon G.Schiffman and Leslie Lasar Kanuk, Consumer Behavior, Pearson Education, India,
2002.
2. Paul Peter et al., Consumer Behavior and Marketing Stratergy, Tata McGraw Hill, Indian
Edition, 7th Edition 2005.
REFERENCES
1. Frank R. Kardes, Consumer Behaviour and Managerial Decision Making, 2nd Edition.
2. Assel, Consumer Behavior - A Strategic Approach, Biztranza, 2008.
3. Sheth Mittal, Consumer Behavior- A Managerial Perspective, Thomson Asia (P) Ltd., 2003.
4. Abbael, Consumer behavior: A strategic approach (Indian edition 2005) Wiley 2012.
5. Hed, Hoyer. Consumer behavior, 2008 edition Wiley 2012.
6. Das Gupta. Consumer behavior, 2008 edition, Wiley 2012.
7. Shri Prakash. Theory of Consumer behavior, I edition, Vikas 2012.
8. Srabanti Mukherjee, Consumer behavior, Cengage Learning, 2012.
COURSE OUTCOME:
The student will understand the influences on customer choice and the process of human decision
making in a marketing context.
UNIT I INTRODUCTION 9
Concepts – Significance – Dimensions of Consumer Behavior – Application of knowledge of
Consumer Behaviour in marketing decisions.
UNIT II CONSUMER BEHAVIOR MODELS 9
Industrial and individual consumer behaviour models - Howared- Sheth, Engel – Kollat, Webstar
and wind Consumer Behaviour Models – Implications of the models on marketing decisions.
UNIT III INTERNAL INFLUENCES 9
Psychological Influences on consumer behavior – motivation – perception – personality Learning
and Attitude- Self Image and Life styles – Consumer expectation and satisfaction.
UNIT IV EXTERNAL INFLUENCES 9
Socio-Cultural, Cross Culture - Family group – Reference group – Communication -Influences on
Consumer behavior
UNIT V PURCHASE DECISION PROCESS 9
High and low involvement - Pre-purchase and post-purchase behavior – Online purchase decision
process – Diffusion of Innovation – Managing Dissonance - Emerging Issues.
TEXTBOOKS
1. Leon G.Schiffman and Leslie Lasar Kanuk, Consumer Behavior, Pearson Education, India,
2002.
2. Paul Peter et al., Consumer Behavior and Marketing Stratergy, Tata McGraw Hill, Indian
Edition, 7th Edition 2005.
REFERENCES
1. Frank R. Kardes, Consumer Behaviour and Managerial Decision Making, 2nd Edition.
2. Assel, Consumer Behavior - A Strategic Approach, Biztranza, 2008.
3. Sheth Mittal, Consumer Behavior- A Managerial Perspective, Thomson Asia (P) Ltd., 2003.
4. Abbael, Consumer behavior: A strategic approach (Indian edition 2005) Wiley 2012.
5. Hed, Hoyer. Consumer behavior, 2008 edition Wiley 2012.
6. Das Gupta. Consumer behavior, 2008 edition, Wiley 2012.
7. Shri Prakash. Theory of Consumer behavior, I edition, Vikas 2012.
8. Srabanti Mukherjee, Consumer behavior, Cengage Learning, 2012.
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