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Bangalore University - B.Com 5th Sem - Consumer Bahavior (Marketing Group)
Posted Date: 10 Dec 2007 Resource Type: Articles/Knowledge Sharing Category: General
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Posted By: Jyothi Member Level: Diamond
Rating:  Points: 1
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CONSUMER BEHAVIOUR (Elective Paper - V)
CHAPTER I: INTRODUCTION 8 hrs
Introduction to Consumer Behaviour - A managerial & consumer perspective; why study consumer behaviour? ; Applications of consumer behaviour knowledge; current trends in Consumer Behaviour; Market segmentation & consumer behaviour.
CHAPTER II: INDIVIDUAL DETERMINANTS OF CONSUMER BEHAVIOUR 14 hrs
Consumer needs & motivation; personality and self concept; consumer perception; learning & memory; nature of consumer attitudes; consumer attitude formation and change.
CHAPTER III: ENVIRONMENTAL DETERMINANTS OF CONSUMER BEHAVIOUR 12 hrs
Family influences; the influence of culture; subculture & cross cultural influences; group dynamics and consumer reference groups; social class & consumer behaviour.
CHAPTER IV: CONSUMER'S DECISION MAKING PROCESS 8 hrs
Problem recognition; Search & Evaluation; Purchase processes; Post-purchase behaviour; personal influence & opinion leadership process; diffusion of innovations; Models of Consumer Behaviour; Researching Consumer behaviour; consumer research process.
CHAPTER V: CONSUMER SATISFACTION & CONSUMERISM 8 hrs
Concept of Consumer Satisfaction; Working towards enhancing consumer satisfaction; sources of consumer dissatisfaction; dealing with consumer complaint. Concept of consumerism; consumerism in India; the Indian consumer; Reasons for growth of consumerism in India; Consumer protection Act 1986.
SKILL DEVELOPMENT:
- Conduct an informal interview of a local retail store owner and determine what demographic and socio economic segments the store appears to satisfy. How did the owner select this segment or segments?
- Conduct formal interview to the managers of three retailclothing stores. Determine the degree to which they believe consumer's personality and self-image are important to the marketing activities of the stores.
- Visit three local restaurants and assess how each attracts clientele in different stages of the family life cycle.
- You are the owner of two furniture stores, one catering to upper-middle class consumers and the other to lower-middle class consumers. How do social class differences influence each store's
a) Product lines & styles
b) Advertising media selection
c) The copy & communication styles used in the advertisements
d) Payment policies
- For each of the following Products & services, indicate who you would go to for information and advice;
a) The latest fashion in clothes
b) Banking
c) Air travel
d) Vacation destinations
e) A personal computer
For each situation; indicate the person's relationship to you and your reasons for selecting
him/her as the source of information and advice.
REFERENCE BOOKS:
1. Leon. G. Schiffman & Leslve Lazer kanuk; Consumer behaviour; 6th Edition; PHI, New Delhi, 2000.
2. David. L. Loudon & Albert J. Bitta; Consumer Behaviour; 4th Edition, Mcgraw Hill, Inc; New Delhi, 1993.
3. Assael Henry; Consumer behaviour and marketing action; Asian Books(P) Ltd, Thomson learning, 6th Edition; 2001.
4. Suja.R.Nair, Consumer behaviour in Indian perspective, First Edition, Himalaya Publishing House, Mumbai, 2003.
5. Jay D. Lindquist & M. Joseph Sirgy, Shopper, Buyer and Consumer Behaviour, 2003.
6. Blackwell; Consumer Behaviour, 2nd Edition.
7. Sontakki; Consumer Behaviour.
8. Schiffman; Consumer Behaviour.
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