Syllabus
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Course Code: MM-304 Course Name: Specialisation-B: MARKETING - Consumer Behaviour |
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| MODULE NO / UNIT | COURSE SYLLABUS CONTENTS OF MODULE | NOTES |
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| 1 | Consumer Behavior: Conceptual framework, nature, scope and significance for marketers. Consumer research: Role and processes. Consumer decision making process: Various stages and underlying marketing implications. Psychological factors influencing consumer behavior: Theories and principles of perception, learning, motivation, personality & self concept and attitude with underlying marketing implications. Group dynamics and influence of socio-economic, cultural and demographic factors consumer behavior such as family and reference groups and their marketing implications. Communicating with Consumers: conceptual framework of opinion leadership and diffusion of innovation with underlying marketing implications. Industrial buying behaviour, Consumer behaviour audit. Modeling consumer behavior: A brief overview of Pavlovian model, economic model, Input, process, output model, Psychological model, Howarth Sheth model, Sociological model, Family decision making model, Engel-Blackwell-Kollat model, Nicosia Model and Industrial Buying model. |
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