L T P C
MB20MM01 CONSUMER BEHAVIOR
3 0 2 4
COURSE OBJECTIVES
To introduce the student to the fundamentals of
Consumer Behaviour.
To understand the individual factors like motivation,
perception, personality, learning, self image and lifestyle
and their influences.
To learn the influence of family, group, culture, values,
demographics and social stratification upon consumer
behaviour.
To decipher the consumer decision making process
through several models.
To explore the role of communication and other emerging
issues in understanding consumer behavior
UNIT I
Concepts (Purchase, Usage and Disposal) – Significance – Evolution
of Consumer oriented Market - Dimensions of Consumer Behavior –
Consumer decision making Process- Change in consumers
consumption pattern - Factors influence the Consumer Behavior
(Internal and External Factors) - Marketing impact on consumers -
Application of knowledge of Consumer Behaviour in marketing
decisions.
UNIT II Individual Factors
Psychological Influences on consumer behavior –Psychographics -
Consumer Motives - motivation – Perception – Personality - Learning
and Attitude- Self Image and Life styles – Consumer expectation and
satisfaction - Case Studies
UNIT III External Factors
Change in Society; Value and Consumption Pattern, Demographics
and Social Stratification - Culture, Sub Culture Cross Culture - Family
group; Family life cycle – Group; Types of group, Reference group.
56 MBA syllabus 2020
UNIT IV
Importance of consumer behaviour models, Industrial and individual
consumer behavior models - Traditional Models: Micro Economics
and Macro Economics model - Contemporary Models: Howard-
Sheth, Engel – Kollat, Webstar and wind Consumer Behavior Models
– Models on Consumers adoption of Technology: Theory of Planned
Behaviour, TAM, UTAUT- Implications of the models on Marketing
decisions.
UNIT V
Communication Influences on Consumer behavior, Consumers High
and low involvement on purchase – Neural Marketing - Is Neural
Marketing a myth? –- Pre-purchase and post-purchase behavior-
Online and offline purchase decision process – Online sentiment -
Diffusion of Innovation – Managing Dissonance - Emerging Issues.
LEARNING REFERENCES
1. Hawkins 'Consumer Behaviour- Building Marketing Strategy',
11th Edition, Tata McGraw Hill Pvt. Ltd. 2011.
2. Michael Solomon 'Consumer Behaviour', 9 th Edition, PHI
Learning Private Ltd.
3. Leon [Link] Leslie LasarKanuk, Consumer
Behaviour, 10 Edition, Pearson Education, India, 2012.
4. David [Link] Albert J Della Bitta, 'Consumer Behavior',
McGraw Hill, NewDelhi 2010.
L T P C
MB20MM02 B2B MARKETING
3 0 2 4
COURSE OBJECTIVES
• To understand and identify the opportunities in the B2B
Market
• To study and analyze the customer and their relationship
in the B2B Market
• To assess the Market in the B2B segment
• To study the Strategic Market Planning for Products and
Channels in B2B Market
57 MBA syllabus 2020