Consumer Behaviour

Course Code : CBH 501 Level : MBA

Semester : II Semester Credit Hours : 2

Course Objective:

• 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.

SN Course Title Course Contents L T L+T

Introduction to Origins and Strategic Application

1 2 1 3
Consumer Behavior
Paradigm (qualitative and quantitative
2 research),Consumer Research Process, Ethics 1 4
Consumer Research 3
3 Dynamics, Types and System of Needs, 1 3
Consumer Motivation 2
Measurement of Motives, Ethics
Theories , Personality and Understanding
4 Consumer Diversity, Brand Personality, Self 1 3
Consumer Personality and Self Image 2

5 Elements, Dynamics, Consumer Imagery, 1 3

Consumer Perception 2
Perceived Risk
6 Elements, Behavior Learning Theories, 1 3
Consumer Learning 2
Cognitive Learning, Measures
Consumer Attitude Structural Models and Theories, Attitude
Formation and Formation, Strategies of Attitude Change
7 Change 2 1 3
Selected Consumer Related Reference Groups,
Celebrity and Reference Group Appeals,
8 Reference Groups and Family Decision Making and Consumption 3 1 4
Family Influences Related Roles
Culture, Subcultures Nature, Types, Measurement of Culture
and Cross Cultural and Cross Cultural Consumer Analysis
9 Consumer Behaviour 2 1 3
Routinized Response, Limited and Extensive
Problem Solving Behaviour, Opinion
10 Consumer Decision Leadership and Diffusion of Innovation 2 1 3

Total 22 10 32
Text Book & References:
 Loudon, Albert J. Della Bitta, “Consumer Behavior: Concepts and Applications”,
McGraw-Hill Education, Fourth Edition.

 Michael R. Solomon,” Consumer Behavior: Behaviour, Buying, Having and Being”,

Prentice Hall, 10th Edition.