Consumer Marketing

Course Name: 

Consumer Marketing (MBA824)






Elective Courses

Credits (L-T-P): 

(3-0-0) 3


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 Group Concepts - 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.


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


School of Management

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Dr. Sheena
Head, School of Humanities, Social Sciences and Management,
National Institute of Technology Karnataka
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Karnataka, India.
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