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Consumer Behaviour
Syllabus
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Module 1: Introduction to consumer behaviour
:
Concepts of consumer behaviour(basics-
consumer mindset, lifestyle, difference)
Need to study consumer behaviour
Factors influencing consumer behaviour(imp,
kinda like the whole syllabus, covered in depth
in each module)
Changing trends in consumer behaviour(how
consumer behaviour is changed overtime-
education, lifestyle, culture)
Consumer behaviour and marketing(If the
consumer behaviour has changed then
marketing strategies also changes- have to be
updated with new strategies as the consumer
lifestyle changes)
Market segmentation (demographics,
psychographic, geographic)
Focusing on vals(values and lifestyle)
Components and process of marketing
communication(marketing communication
channel and process keeping in mind, the
consumer behaviour)
Message persuasion
It’s need and importance
Models of communication
Appeals of advertising
Book- branding and lifestyle
Module 2: Relevance of perception and
learning in consumer behaviour
:
Concepts/elements in perception
Subliminal perception
Learning- elements of learning
Cognitive theory
Social learning theory
Behavioural learning theory
Classical and instrumental theory
Module 3: Psychological determinants and
consumer behaviour
Motivation (need, types, theories)
Personality (theories of personality)
Attitude (formation of attitude, theories of
attitude, cognitive dissonance (short note
question), tri component model-attitude
model, changing attitude in consumer
behaviour)
Module 4: Social and cultural aspects of
marketing and its impact on consumer
behaviour
: