Consumer Behaviour (MBA)

Consumer decision process and the psychological, social and cultural factors that influence buying.

6 MonthsDuration 5Chapters27Topics

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Syllabus · पाठ्यक्रम

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01Unit 1: Introduction to Consumer Behaviour 5 topics

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 topics

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 topics

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 topics

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 topics

Diffusion of innovations: adopter categories
Adoption process
Consumerism and consumer rights
Rural and Indian consumer behaviour
Ethics in influencing consumers

About

You will be able to

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

Who it is for

MBA students of Semester 3 (AKTU) - Marketing specialisation
Students aiming at brand, sales, retail and market research careers

What you need

Marketing Management (Semester 1 / 2) completed
Interest in brands and advertising

Questions

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.