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Consumer Behavior Course Objectives

This document outlines the course objectives, outcomes, and content for a Consumer Behaviour course. The objectives are to understand consumer decision making from personal, social, and environmental influences, and apply this knowledge to marketing strategy design and evaluation using market research fundamentals. The outcomes include demonstrating how consumer behavior knowledge applies to marketing, identifying influence factors, and relating internal dynamics to consumer choices. The course content covers topics like introduction to consumer behavior and research, marketing segmentation and positioning, consumer motivation, personality and perception, and organizational buying behavior. Reference books on consumer behavior are also listed.

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Dr. R. Sankarganesh
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224 views2 pages

Consumer Behavior Course Objectives

This document outlines the course objectives, outcomes, and content for a Consumer Behaviour course. The objectives are to understand consumer decision making from personal, social, and environmental influences, and apply this knowledge to marketing strategy design and evaluation using market research fundamentals. The outcomes include demonstrating how consumer behavior knowledge applies to marketing, identifying influence factors, and relating internal dynamics to consumer choices. The course content covers topics like introduction to consumer behavior and research, marketing segmentation and positioning, consumer motivation, personality and perception, and organizational buying behavior. Reference books on consumer behavior are also listed.

Uploaded by

Dr. R. Sankarganesh
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
  • Course Outcome
  • UNIT-III Personality and Consumer Behaviour
  • UNIT-II Consumer Needs and Motivation
  • Course Objectives
  • UNIT-I Introduction to Consumer Behaviour
  • Reference Books
  • UNIT-IV Consumer Attitude and Perception
  • UNIT-V Organizational Buying Behaviour

CONSUMER BEHAVIOUR

Course Objectives
 To understand consumer behavior in an informed and systematic way.
 To analyze personal, socio-cultural, and environmental dimensions that influence
consumer decisions making.
 To enable students in designing and evaluating the marketing strategies based on
fundamentals of consumer buying behavior.
 To give the students a perspective to understand the application of market research in
framing effective marketing strategies.

Course Outcome
 Demonstrate how knowledge of consumer behavior can be applied to marketing.
 Identify and explain factors which influence consumer behavior.
 Relate internal dynamics such as personality, perception, learning motivation and
attitude to the choices consumers make.
 Use appropriate research approaches including sampling, data collection and
questionnaire design for specific marketing situations.
 In a team, work effectively to prepare a research report on consumer behavior issues
within a specific context.

UNIT-I
Introduction to Consumer Behaviour and Consumer Research:  Introduction, Consumer
Behaviour – Definition, Consumer and Customers, Buyers and Users, Organisations as
Buyers, Development of Marketing Concept, Consumer Behaviour and its
Applications in Marketing, Consumer Research Process
UNIT-II
Marketing Segmentation and Positioning: Introduction, Requirements for Effective
Segmentation, Bases for Segmentation, Determining How Many Segments to Enter,
Product Positioning: An Introduction, Positioning Strategy, Positioning Approaches,
Positioning Errors 
UNIT-III
Consumer Motivation: Introduction, Needs and Goals, motivational Conflict, Défense
Mechanisms, Motive Arousal, Motivational Theories, Maslow’s hierarchy of needs,
Motivation Research
UNIT-IV
Consumer Personality and Perception: Introduction, Self-concept, personality
Theories, Brand Personality, emotions. Consumer Perception: Introduction, Sensation
(Exposure to Stimuli), Perceptual Selection, Perceptual Organisation, Factors that
Distort Individual Perception, Price Perceptions, Perceived Product and Service
Quality, Consumer Risk Perceptions

UNIT-V
Organizational Buying Behaviour: Introduction, Organizational Buyer Characteristics,
Purchase and Demand Patterns, Factors Influencing Organizational Buyer Behaviour,
organizational Buyer Decision Process, Organizational Buying Roles

Reference Books.
[Link], Miniard, Engel, Consumer Behavior, Cengage Learning, New Delhi, 2012.
[Link] I. Hawkins, Roger J. Best, Kenneth A. Coney and Amit Mookerjee, Consumer
Behavior, Building Marketing Strategy, 9/e, Tata McGraw Hill, New Delhi, 2007
[Link] D. Lindquist and M. Joseph Sirgy, Shopper, Buyer and Consumer Behavior, Biztantra,
New Delhi, 2007.
[Link] G. Schiffman, Kanuk Leslie Lazar, Consumer Behavior, PHI Learning,
New Delhi, 2008.
[Link] R. Soloman, Consumer Behavior, PHI Learning, New Delhi, 2009.
[Link] Majumdar, Consumer Behavior, PHI Learning, New Delhi, 2010.

CONSUMER BEHAVIOUR Course Objectives  To understand consumer behavior in an informed and systematic way.  To analyze person
Distort Individual Perception, Price Perceptions, Perceived Product and Service Quality, Consumer Risk Perceptions UN

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