An essential component of marketing is consumer insight – both the obvious needs and wants that are on the surface of conscious thought, but also the deeper, possibly unconscious motives that drive human behavior at an implicit level.The course covers the major topics of consumer behavior, including attitudes, impulsive vs. deliberative purchase, psychographic profiling and assessment, brand loyalty, experiential marketing, self and identity, and product satisfaction. Focus of the course would be on the psychological and sociological elements and their impact on consumer decision making. The course will help the students take a holistic view of the buyer; it will help equip them with knowledge of various models and frameworks to help understand buyer behavior and align the knowledge with formulation of appropriate marketing strategies. 

Objectives

•    To understand the conceptual foundations of consumer buying behavior.

•    To create awareness of the theories of motivation and perception as applied in consumer behavior.

•    To acquaint with the communication and consumer decision making.

•    Familiarize the students with the behavioral aspects of consumers.

Course layout
Unit– 1:
Consumer Behaviour - Introduction :
•    Lecture 1: Nature, scope & application, Characteristics of consumer Behaviour
•    Lecture 2: Importance of Consumer behaviour in marketing decisions
•    Lecture 3: Role of consumer research, Consumer behavior - interdisciplinary approach

Unit– 1:
Consumer Behaviour - Introduction :
•    Lecture 4: Introduction to ‘Industrial Buying
•    Lecture 5: Market Segmentation
•    Lecture 6: Targeting and positioning

Unit – 2:
Consumer Needs, Motivation and Personality
•    Lecture 7: Characteristics of motivation, arousal of motives, Theories of needs & motivation: Maslow’s hierarchy of needs, 
•    Lecture 8: Mclelland’s APA theory, Murray’s list of psychogenic needs, 
•    Lecture 9: Bayton’s classification of motives, self-concept & its importance, types of involvement

Unit – 2:
Consumer Needs, Motivation and Personality
•    Lecture 10: Personality & Consumer Behaviour: Importance of personality, theories of personality- Freudian theory, Jungian theory
•    Lecture 11: Neo-Freudian theory, Trait theory: Theory of self-images; Role of self-consciousness.
•    Lecture 12: Traits Approach and Types Approach to Personality

Unit:3
Consumer Perception & attitude
•    Lecture 13: Customer Perception
•    Lecture 14:  Learning & Consumer Involvement
•    Lecture 15:  Learning Theory – I (Classical Conditioning & Instrumental Conditioning)

Unit:3
Consumer Perception & attitude
•    Lecture 16: Learning Theory – II (Cognitive learning & Involvement theory)
•    Lecture 17: Customer Attitude
•    Lecture 18:  Communication and Consumer Behavior

Unit 4
Influences on consumer behavior
•    Lecture 19: Group Dynamics & consumer reference groups
•    Lecture 20: Family & Consumer Behaviour
•    Lecture 21: Role of Children in Buying Behaviour

Unit 4
Influences on consumer behavior
•    Lecture 22: Determinants of social class, measuring & characteristics of social class
•    Lecture 23: Culture & Consumer Behaviour
•    Lecture 24: Opinion Leadership Process

Unit 5
Diffusion of Innovation
•    Lecture 25: Definition of innovation, product characteristics, influencing diffusion, resistance to innovation, adoption process
•    Lecture 26: Consumer Decision making process
•    Lecture 27: Models of Consumer Decision making – I
•    Lecture 28: Models of Consumer Decision making –II
•    Lecture 29: Interview

Summary
Course Status :    Upcoming
Course Type :    Core
Duration :    12 weeks
Start Date :    12 Jul 2021
End Date :    13 Sep 2021
Exam Date :    
Enrollment Ends :    31 Aug 2021
Category :    
Management Studies
Credit Points :    3
Level :    Undergraduate