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MBA PROGRAMME
Consumer Behaviour
Course Outline
2013 Introduction:
Knowing and understanding the consumers is essential for achieving success in any Business. Study of Consumer Behaviour (CB) helps to understand every facet of the consumers behaviour. CB affects why where when what and how of the pattern of buying. !ence its "nowledge is a pre#re$uisite for any successful mar"eter. %he course will develop students appreciation of this comple& science related to the understanding of peoples' consumption related behaviours. (t will hone their analytical s"ills and conceptual abilities in the field of consumer behaviour and prepare them to formulate mar"eting strategies to influence those behaviours.
Consumer Behaviour
Course Outline
Evaluation Criteria: Class participation -ssignments and Case discussion. 234 0ro,ect. 234 5inal e&amination. 264
Course Content
(ntroduction to Consumer Behaviour 8 1ar"eting strategy (ntroduction to -ffect 8 Cognition Consumers 0roduct "nowledge (nvolvement -ttention 8 Comprehension -ttitudes 8 (ntentions Consumer decision ma"ing >eview (ntroduction to Behaviour Classical 8 @perant Conditioning Aicarious Bearning and 1odelling (nfluencing Consumer Behaviour
= ? 76 76
Consumer Behaviour
Course Outline
Session 72. 7:. 73 7;. 7< 7=. 7?. 96. Course Content 3 Essential reading From R.B. 1. 77 79 72 7: 73 7; 7< 7= 7?
(ntroduction to the +nvironment Cultural 8 Cross cultural (nfluencesC Subculture 8 social class >eference groups 8 5amily 1ar"et segmentation 8 0roduct positioning Consumer Behaviour 8 0roduct strategy Consumer Behaviour 8 0romotion strategy Consumer Behaviour 8 0ricing strategy Consumer Behaviour +#com 8 Channel strategy CB and Social 8 +thical considerations END ER! E"#!$N# $%N &eightage 3'(
Consumer Behaviour
Course Outline
<. Consumer Behaviour by F.C. 1owen =. Conceptual (ssues in Consumer Behaviour by S. >amesh Kumar ?. Consumer Behaviour and 1anagerial Eecision 1a"ing by 5.>. Kardes 76. Consumer Behaviour by 1.>. Solomon 77. Consumer Behaviour by !aw"ins Best Coney and 1oo"er,ee. 79. Consumer Behaviour by Schiffman 8 Kanu"
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