Consumer Behaviour
Subject Overview
The first Marketing group elective, covering consumer research and segmentation, individual determinants of consumer behaviour (motivation, personality, perception, learning, attitude), external influences (groups, family, culture, social class), and consumer decision-making models and opinion leadership. A 4-credit elective theory paper.
Unit-wise Syllabus
4 units — click WhatsApp below to get the full notes for each
Unit 1: Introduction to consumer behaviour
Scope, importance and interdisciplinary nature, qualitative and quantitative consumer research, market segmentation uses and bases, consumer behaviour in the online space, IT and AI in consumer profiling
Unit 2: Individual determinants
Nature and types of motives, personality theories and self-concept, consumer perception and perceived risk, behavioural and cognitive learning theories, attitude formation theories (tricomponent, multi-attribute, cognitive dissonance) and change strategies
Unit 3: External influences
Reference groups, family types and decision making, family life cycle, culture and sub-culture influence, cross-cultural consumer behaviour, social class categories and measurement
Unit 4: Consumer decision making
Decision process and models (Howard Sheth, Nicosia, Engel-Blackwell-Kollat), opinion leadership process and profile, diffusion of innovations and adoption process