Subject: FT - 304 MMAJ CONSUMER BEHAVIOUR

Course Objectives:

The objectives of this course are to help students gain an understanding of Consumer Behaviour and their applications.

Examination Scheme:

The faculty member will award internal marks out of 40 based on three assessments of 20 marks each of which best two will be considered. The end semester examination will be worth 60 marks having theory and cases/practical problems.

Course Contents:

1. Introduction to Consumer Behavior and Consumer Research: Nature, Scope and application of Consumer Behavior and Consumer Research.

2. Consumer Decision Processes

   1. Pre-purchase process: Information processing
   2. Purchase Processes:  Consumer Decision rules.
   3. Post Purchase Processes:  Framework, dissonance satisfaction / dissatisfaction.
      
      
3. Consumer Behaviour Models
   1. Nicosia Model
   2. Howard Sheth Model
   3. Engel-Blackwell and Miniard Model
   4. Sheth Family Decision Making Model.
      
      
4. Individual Determinants of Consumer Behavior: Demographics Psychographics, Personality, Life Style, Perception, Motivation, Involvement, Knowledge, belief, Feelings, and attitudes.
   
   
5. Environmental Influences on Consumer Behavior: Culture, Cross cultural understanding, social class, family. Family life-cycle group and personal influence, word of mouth communication, opinion leadership.
   
   
6. Future of Consumer Behaviour.
   

Text Readings:

1. Balckwell; R.D., Miniard, P.W. and Engel, J.F., "Consumer Behaviour", Thomson.
2. Schifman L.G. and Kanuk L.L "Consumer Behaviour" , PHI

Suggested Readings:

1. Assel, H., "Consumer Behaviour", Thomson
2. Solomon M.R., " Consumer Behaviour ", PHI