Narmada College of Management, Bharuch, Gujarat, INDIA

OMK 301- At MBA Full Time Semester -III

OMK 501- At MBA Evening Semester - V

Consumer Behaviour

Objectives:

The basic objective of this course is to develop an understanding about the consumer decision-making process and its applications in marketing function of firms.

Course Contents:

Introduction to consumer behaviour; Consumer Behaviour and Marketing Strategy; Consumer Involvement and Decision Making; Information Search Process; Evaluative Criteria and Decision Rules; Consumer Motivation; Information Processing and Consumer Perception; Learning in Consumer Behaviour Change - Brand Loyality and Brand Equity Consumer Attitudes and Attitude Change; Influence of Personality and Self Concept on Buying Behaviour; Psychographics and Lifestyle; Reference Group Influence; Social class and culture Influence Diffusion of Innovation and Opinion Leadership Family Decision Making; Industrial Buying Behaviour; Models of Consumer Behaviour; Consumer Behaviour Audit; Consumer Behaviour Studies in India.

Suggested Readings :

1. Assael, H. Consumer Behaviour and Marketing Action. Ohio, South Western, 1995.

2. Engle, J F. etc. Consumer Behaviour. Chicago, Dryden Press, 1993.

3. Howard, John A. etc. Consumer Behaviour in Marketing. Englewood Cliffs, New Jersey, Prentice Hall Inc.,

1989.

4. Hawkins, D I. Etc. Consumer Behaviour; Implications for Marketing Strategy. Texas, Business, 1995.

5. Mowen, John C. Consumer Behaviour. New York. MacMillan, 1993.

6. Schiffman, L G and Kanuk, L L. Consumer Behaviour. New Delhi, Prentice Hall of India, 1994.

The list of cases and specific references including recent articles and reports will be announced in the class at the time of launching of the course.

References:

Bennet and Kassarjian : Consumer Behaviour, Prentice Hall