Objective
To understand the various factors influencing behavior of consumers – as individuals and as members
of a group/society, and also the impact of consumerism in the contemporary environment.
REFERENCE BOOKS AUTHOR / PUBLICATION
Consumer Behavior ICMR
Consumer Behavior, 5e Schiffman, Leon G / Kanuk, Leslie Lazar
PrenticeHall, India
Consumer Behavior Hawkins et al. McGraw Hill
Consumer Behavior Blackwell et al. Thomson
Consumer Behavior Solomon, Prentice Hall
Consumer Behavior: Concepts & Applications Loudon, David / Bitta, Albert Della. Tata
McGraw Hill
Detailed Syllabus
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.
Interdisciplinary subject encompassing concepts from psychology, sociology, anthropology, micro
economics and organizational (buying) behavior. Applications of Consumer Behavior.
Consumerism & Consumer Behavior in the Contemporary Environment: Consumer movement
& consumer rights. Concerns of consumers – government regulations & role of nongovernment
organizations in addressing the same. Changing face of consumer behavior under the new scenario of
globalization, technological changes, new retailing environment, etc.
CONSUMERS AS INDIVIDUALS
Personality and Self Concept in Consumer Behavior: Aspects of Personality & Impact on
Consumer Behavior. Personality Theories – Freudian, NeoFreudian and Trait Theories, Consumer
Personality & Brand Personality, Self Concept – Types & Applications
Consumer Needs & Motivation: Needs & Wants, Latent & Manifest Motives in a Purchase
Situation, Maslow’s Needs & Consumer Behavior, Trio of Needs Theory, Motivation Theories
Optimum Stimulation, Hedonic Experiences, maintaining behavioral freedom, avoiding risk,
attributing causality. Motivational Conflict, Motivational Research.
Topic No.of Sessions
Introduction to Consumer Behavior 1
Consumerism & Consumer Behavior in the Contemporary Environment 2
Personality and Self Concept in Consumer Behavior 2
Consumer Needs & Motivation 3
Consumer Perception 2
Consumer Attitude Formation & Change 2
Consumer Learning 2
Reference Groups & Opinion Leadership 2
Family, Gender & Age Influences 2
Social Class & Consumer Behavior 2
Cultural Influences on Consumer Behavior 2
Diffusion of Innovation 2
Consumer Decision Making 3
Consumer in the Market Place 2
PostPurchase Behavior 2
Dark Side of Consumer Behavior 1
Organizational Consumer Behavior 1
Total 33