Page 4 - DMGT506_CONSUMER_BEHAVIOUR

SYLLABUS
Consumer Behaviour

Objectives: To provide a strong, usable and comprehensive managerial understanding of consumer behaviour.
To understand the factors that influence consumer behaviour and develop sound marketing strategy

S. No. Description

1. Introduction to Consumer Behaviour: Origins and Strategic Application.
2. Consumer Research: Paradigm (qualitative and quantitative research), Consumer Research Process, Ethics.

3. Consumer Motivation: Dynamics, Types and System of Needs, Measurement of Motives, Ethics.
4. Consumer Personality: Theories, Personality and Understanding Consumer Diversity, Brand Personality, Self
and Self Image.

5. Consumer Perception: Elements, Dynamics, Consumer Imagery, Perceived Risk.
6. Consumer Learning: Elements, Behaviour Learning Theories, Cognitive Learning, Measures.
7. Consumer Attitude Formation and Chang: Structural Models and Theories, Attitude Formation, Strategies of
Attitude Change.
8. Reference Groups and Family Influences: Selected Consumer Related Reference Groups, Celebrity and
Reference Group Appeals, Family Decision Making and Consumption Related Roles.

9. Culture, Subcultures and Cross Cultural Consumer Behaviour: Nature, Types, Measurement of Culture and
Cross Cultural Consumer Analysis.
10. Consumer Decision making Process: Routinised Response, Limited and Extensive Problem Solving Behaviour,
Opinion Leadership and Diffusion of Innovation.