Consumer Behaviour

Course Name: 

SM824 Consumer Behaviour

Programme: 

MBA

Category: 

Elective Courses

Credits (L-T-P): 

(3-0-0) 3

Content: 

Nature of Consumer Behaviour- Model of Consumer Decision Making — Its Implications on Consumer Behaviour-Major Models in Consumer Behavior. Individual Psychological Factors-Perception Attitudes Learning Personality and Motivation - Implications of Not Achieving the Goal. Group Factors in Consumer Behaviour - References GroupConcepts - Opinion Leadership Aspects - Usage of these Concepts in Marketing Communications. Decision Process, Diffusion of Innovation in Consumer Behaviour - Its Implication on Consumer Behavior. Concepts of Customer Satisfaction - Concept of Cognitive Dissonance-Cultural Aspects in Consumer Behavior- Consumer Research

References: 

Della & Bitta, Consumer Behaviour: Concepts & Applications, Tata McGraw Hill, NewYork, 1993. Schiffman G.Leon and Kanuk Leslie Lazar, Consumer Behaviour, 9th Edition, Prentice Hall of India Private Ltd, New Delhi, 9th Edition, 2007. South-Western College Pub, 10th Roger D Blackwell, Paul W Miniard and James F Engel, Consumer Behavior Edition, 2005.

Department: 

School of Management
 

Contact us

Dr. Rajesh Acharya H
Head, School of Management,
National Institute of Technology Karnataka
Post: Srinivasanagar, Surathkal, Mangalore - 575025
Karnataka, India.
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