BA9255 CONSUMER BEHAVIOR Syllabus for 3rd Sem MBA -Marketing Elective-Third semester - Regulation 2009 - Anna University


BA9255 CONSUMER BEHAVIOR Syllabus for 3rd Sem MBA -Marketing Elective-Third semester - Regulation 2009 - Anna University

BA9255                                               CONSUMER BEHAVIOR                                         LT P C
3 0 0 3

UNIT  I            INTRODUCTION                                                                                                    9
Concepts Significance Dimensions of Consumer Behavior Application of  knowledge of
Consumer Behaviour in marketing decisions.

UNIT  II           CONSUMER BEHAVIOR MODELS                                                                     9
Industrial  and  individual  consumer  behavioumodels  -  Howared-  Sheth,  Engel   Kollat, Webstar and wind Consumer Behaviour Models Implications of the models on marketing decisions.

UNIT  III          INTERNAL INFLUENCES                                                                                    9
Psychological  Influences  on  consumer  behavior   motivation   perception   personality
Learning and Attitude- Self Image and Life styles Consumer expectation and satisfaction.

UNIT  IV         EXTERNAL INFLUENCES                                                                                   9
Socio-Cultural, Cross Culture - Family group Reference group Communication -Influences on Consumer behavior

UNIT  V          PURCHASE DECISION PROCESS                                                                     9
High and low involvement -  Pre-purchase and post-purchase behavior – Online purchase decision process Diffusion of Innovation Managing Dissonance  - Emerging Issues case studies.



TEXT BOOKS

TOTAL:45 PERIODS

1.  Jay D. Lindquist and Joseph Sirgy, Shopper, Buyer and Consumer Behavior, Biztranza
2008.
2.  Paul Peter et al., Consumer Behavior and Marketing Stratergy, Tata McGraw Hill, Indian
Edition, 7th Edition 2005.

REFERENCES
1.  Leon G.Schiffman and Leslie Lasar Kanuk, Consumer Behavior, Pearson Education, India,
2002.
2.  David L. Louden and Albert J Della Bitta, Consumer Behavior, McGraw  Hill, New Delhi
2002.
3.  Frank R. Kardes, Consumer Behaviour and Managerial Decision Making, 2nd Edition.
4.  Assel, Consumer Behavior - A Strategic Approach, Biztranza, 2008.
5.  Sheth Mittal, Consumer Behavior- A Managerial Perspective, Thomson Asia (P) Ltd., 2003.
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