Consumer Behaviour (BBA)

Consumer decision process, motivation, attitudes, culture and models of buyer behaviour.

6 MonthsDuration 5Chapters25Topics

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Syllabus · पाठ्यक्रम

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01Unit 1: Introduction to Consumer Behaviour 5 topics

Meaning, nature and scope
Consumer and customer
Importance for marketing strategy
Consumer research process
Consumer behaviour in India: rural and urban

02Unit 2: Individual Determinants 5 topics

Motivation and needs
Perception and Weber's law
Learning theories
Personality and self-concept
Attitudes: ABC model and Fishbein model

03Unit 3: Group and Cultural Influences 5 topics

Reference groups and opinion leaders
Family and family life cycle
Social class
Culture and sub-culture
Cross-cultural consumer behaviour

04Unit 4: Consumer Decision Process 5 topics

Problem recognition and information search
Evaluation of alternatives
Purchase decision
Post-purchase behaviour and cognitive dissonance
Types of buying behaviour (Assael)

05Unit 5: Models and Diffusion of Innovation 5 topics

Black box (stimulus-response) model
Nicosia model
Howard-Sheth model
Engel-Kollat-Blackwell model
Diffusion of innovations and adopter categories (Rogers)

About

You will be able to

Explain the nature and importance of consumer behaviour for marketers
Analyse individual factors: motivation, perception, learning, personality and attitudes
Explain the influence of reference groups, family, culture and social class
Describe the consumer decision-making process and types of buying behaviour
Compare major models of consumer behaviour and the diffusion of innovations

Who it is for

BBA students of Semester 5 in UP state universities and affiliated colleges (Lucknow University pattern)
Students specialising in marketing

What you need

Marketing Management (Semester 3)

Questions

Which syllabus does the course follow?

The common UP state university BBA syllabus for Consumer Behaviour (Semester 5, Lucknow University pattern). The centre follows the student's own university syllabus (Lucknow University, MGKVP, VBSPU, CSJMU or any other) where it differs.

How are classes conducted?

Unit-wise lectures with examples from Indian business, short notes, numerical practice where needed and MCQ tests.

Are real examples used?

Yes, Indian advertising and buying examples are analysed in every unit.

Are previous year questions covered?

Yes, previous university questions are solved unit-wise before the semester examination.