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Institute of Systems & Management Subject: CONSUMER BEHAVIOR Cluster: Core Marketing Subject Code: Course Description The course introduces a wide range of behavioral concepts, and explores the strategic implications of customer behavior for marketers. The course challenges students to explore the realities and implications of buyer behavior in traditional and e-commerce markets. Key to the course is demonstrating how an understanding of buyer behavior can help to improve strategic decision making. Learning Objectives To gain an understanding of the theories and concepts of buyer behavior To apply buyer behavior concepts to what customers do in "the real world" To improve skills in the research and analysis of customer segments, demand, and market potential To utilize knowledge of buyer behavior to enhance strategic decision making Credit Hours: 03

Course Outlines: Unit I: Introduction to Consumer Behavior: Definition, Role of Consumer Behavior in Marketing, Distinction among consumer, customer, buyer, user and payer. Framework of Consumer Behavior Internal Influences, External Influences, SelfConcept & Life Style and Decision Process. Applications of Consumer Behavior. Consumerism & Consumer Behavior in the Contemporary Environment: Unit II: Consumers as an Individual: Personality and Self Concept in Consumer Behavior: Aspects of Personality & Impact on Consumer Behavior. Personality Theories Freudian, Neo-Freudian and Trait Theories, Consumer Personality & Brand Personality, Self Concept Types & Applications. Consumer Needs & Motivation: Needs & Wants, Latent & Manifest Motives in a Purchase Situation, Maslows Needs & Consumer Behavior, Motivation Theories Optimum Stimulation, Hedonic Experiences, maintaining behavioral freedom, avoiding risk, attributing causality. Motivational Conflict.

Institute of Systems & Management Consumer Perception: Perception Process & Involvement, Sensation & Sensory Thresholds, Sensory Overload & Selective Perception, Use of Gestalt Principles in Marketing Communications. Perceived Risk. Perceptual Positioning & Perceptual Mapping. Consumer Attitude Formation & Change: Attitude functions. Tri-component attitude model. Multi-attribute attitude models. Attitude measurement. Changing consumer attitudes. Consumer Learning: Applications of behavioral learning theories (classical conditioning & operant conditioning) and cognitive learning theories (iconic rote, vicarious/modeling and reasoning/analogy) to consumer behavior. Unit III Consumers in the Social Cultural Context Consumer behavior in social settings: group dynamics and consumer reference groups Reference Groups & Opinion Leadership: Types of reference groups, their nature of power & influence. Effect of reference groups on product & brand purchase. Opinion leaders their role & types. Identifying opinion leaders and market mavens. Family, Gender & Age Influences: Family decision making roles, conflicts and their resolution. Role of gender and age in family decision making. Family life cycle and consumer decisions. Social Class & Consumer Behavior: Social class its components & impact on consumer behavior. Influence of Culture on Consumer Behavior: Characteristics of culture,. Types of sub-cultures in the Indian context. Cross-cultural influences. Cultural lessons in international marketing. Marketing Blunders Unit IV Consumer Decision-making Processes: Consumer decision-making: Levels of consumer decisions, Process of decision-making, types of purchase decision behavior, stages in the buyer decision process. Describing opinion leaders. Diffusion of innovations: diffusion process, adoption process, and profile of the consumer innovator models of consumers: Howard-Sheth Model. Unit V Post-Purchase Behavior: Satisfaction/dissatisfaction loyalty/nonuse or complaint behavior. Measuring satisfaction, handling complaints, achieving customer loyalty. Post-purchase dissonance causes and approaches to reducing the same. Disposal alternatives.

Basic Text: Consumer Behavior 6e,Solomon,(2007), Pearson Education Limited Suggested Readings

Institute of Systems & Management Why We Buy, Paco Underhill, (2000), Simon & Schuster. Why People Buy Things They Don't Need, Danziger Pamela N, Dearborn Trade Married To The Brand: Why Consumers Bond With Some Brands For Life, William J McEwen, (2005) Gallup Press Why People Buy Things They Don't Need, Danziger Pamela N, Dearborn Trade.

Journals: Advances in Consumer Research Journal of Consumer Marketing Journal of Consumer Research Journal of Consumer Behaviour