Your roadmap · आपका रोडमैप
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Admission & first meetingप्रवेश और पहली मुलाकातEnquire at your nearest NDSS centre, meet the teacher, fix the batch time and get your study material.
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Part 1 of the syllabusपाठ्यक्रम भाग 1Unit-wise coaching with notes and doubt classes.
Unit 1: Introduction to Consumer BehaviourUnit 2: Individual DeterminantsUnit 3: Group & Social Influences
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Part 2 of the syllabusपाठ्यक्रम भाग 2Unit-wise coaching with notes and doubt classes.
Unit 4: Consumer Decision ProcessUnit 5: Diffusion of Innovation & Applications
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Unit tests & assignmentsयूनिट टेस्टRegular tests in the university / board pattern.
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Semester 3 exam (university / board)विश्वविद्यालय / बोर्ड परीक्षाPrevious papers and full revision before the exam.
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Online tests & resultऑनलाइन टेस्ट और रिज़ल्टTake the tests online; your marks and result show in your student login and at the centre.
सिलेबस · पाठ्यक्रम
1 subject · 5 chapters · 27 topics
01Unit 1: Introduction to Consumer Behaviour
5 टॉपिक+
- Meaning, nature and scope of consumer behaviour
- Consumer and customer; organisational buyer
- Consumer research process
- Market segmentation and consumer behaviour
- Consumer behaviour in the digital age
02Unit 2: Individual Determinants
6 टॉपिक+
- Motivation: Maslow's hierarchy, needs and goals
- Perception: absolute threshold, JND (Weber's law), selective perception
- Learning: classical and operant conditioning, cognitive learning
- Personality: Freudian, trait theories; brand personality
- Attitude: formation, tri-component and Fishbein models
- Lifestyle and psychographics (VALS)
03Unit 3: Group & Social Influences
5 टॉपिक+
- Reference groups and opinion leaders
- Family decision making and family life cycle
- Social class
- Culture, sub-culture and cross-culture
- Word of mouth and social media influencers
04Unit 4: Consumer Decision Process
6 टॉपिक+
- Problem recognition, information search, evaluation of alternatives
- Purchase decision and post-purchase behaviour
- Cognitive dissonance
- Types of buying behaviour (Assael)
- Involvement: high and low
- Models: Nicosia, Howard-Sheth, Engel-Kollat-Blackwell
05Unit 5: Diffusion of Innovation & Applications
5 टॉपिक+
- Diffusion of innovations: adopter categories
- Adoption process
- Consumerism and consumer rights
- Rural and Indian consumer behaviour
- Ethics in influencing consumers
About this course
आप यह कर पाएँगे
- Explain the consumer decision-making process and types of buying behaviour
- Apply motivation, perception, learning, personality and attitude concepts to marketing
- Analyse the role of family, reference groups, social class and culture in buying
- Explain consumer behaviour models: Nicosia, Howard-Sheth and EKB
- Use diffusion of innovation and opinion leadership ideas in product launches
- Suggest marketing strategies based on consumer research
यह किसके लिए है
- MBA students of Semester 3 (AKTU) - Marketing specialisation
- Students aiming at brand, sales, retail and market research careers
आपको क्या चाहिए
- Marketing Management (Semester 1 / 2) completed
- Interest in brands and advertising
Online tests & result
Practice and unit tests online; marks and result show in your student login and at the centre.
Student login →
सवाल
Which syllabus is followed?
The AKTU (Dr. A.P.J. Abdul Kalam Technical University, Lucknow) MBA syllabus of Consumer Behaviour (Semester 3). If your own university's syllabus differs, the centre follows your university syllabus and units.
Are Indian examples used?
Yes. Concepts are explained with Indian brands and rural / urban consumer examples, as expected in AKTU answers.
How will I be tested?
Unit-wise MCQ tests and a final paper at semester level, plus practice on short and long answer questions from previous university papers.
