Consumer Behaviour
Subject Overview
Consumer Behaviour is the first Marketing specialisation elective — understanding why people actually buy what they buy. You'll cover the consumer decision-making process and models, the consumer as an individual (motivation, personality, perception, learning, attitude), the consumer in social and cultural settings (reference groups, family, social class, culture), and close with opinion leadership and the diffusion of innovations. This is a 6-credit elective paper across 4 units, building directly on Marketing Management from Semester 3.
Unit-wise Syllabus
4 units — click WhatsApp below to get the full notes for each
Unit 1: Introduction to consumer behaviour
Nature, scope and importance of consumer behaviour, the five-step consumer decision-making process, factors affecting buying behaviour, models of consumer decision-making
Unit 2: The consumer as an individual
Consumer motivation — needs and goals, personality theories (psychoanalytical and trait), consumer perception — concept and elements, theories of consumer learning (behavioural and cognitive), consumer attitude and its functions
Unit 3: Consumer in social & cultural settings
Reference groups and factors affecting them, family functions and family life cycle, social class, culture and sub-culture and their influence
Unit 4: Consumer decision-making & innovation
Introduction to opinion leadership, diffusion of innovations, the diffusion process, adoption process influence, profile of consumer innovators