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Consumer Behavior Course Overview

The MKT251 course on Essentials of Consumer Behavior covers various aspects of consumer behavior, including theories, internal and external influences, and the impact of culture and social factors. Students will learn to evaluate consumer behavior models, assess motivations and attitudes, and analyze marketing strategies based on consumer insights. The course includes six units focusing on topics such as consumer decision-making, learning, communication, and innovation diffusion.

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7 views2 pages

Consumer Behavior Course Overview

The MKT251 course on Essentials of Consumer Behavior covers various aspects of consumer behavior, including theories, internal and external influences, and the impact of culture and social factors. Students will learn to evaluate consumer behavior models, assess motivations and attitudes, and analyze marketing strategies based on consumer insights. The course includes six units focusing on topics such as consumer decision-making, learning, communication, and innovation diffusion.

Uploaded by

Palak singh
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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MKT251:ESSENTIALS OF CONSUMER BEHAVIOR

L:3 T:1 P:0 Credits:4

Course Outcomes: Through this course students should be able to

CO1 :: evaluate different consumer behaviour models & theories to determine their applicability
in various market scenarios

CO2 :: assess how internal factors like personality, perception, learning, motivation, and attitude
influence customer decision-making.

CO3 :: analyze the impact of cultural & social factors on consumer behavior.

CO4 :: assess the different factors that impact the rate of innovation diffusion in consumer
behavior.

CO5 :: determine the effectiveness of marketing strategies based on consumer behavior insights

Unit I
Consumer Behavior : concept of consumer behavior, development of marketing concept, consumer
value, satisfaction and retention, consumer research process, market segmentation, basis for
segmentation, criteria for effective targeting of market segments, model of consumer decision-making
Unit II
Consumer Motivation, Personality and Perception : characterization of motivation, needs and
goals, positive and negative motivation, rational versus emotional motivation, hierarchy of needs,
personality, theories of personality: Freudian theory, neo-Freudian personality theory, trait theory,
personality and consumer diversity, self and self-image, elements of perception, dynamics of
perceptions, consumer imagery, perceived risk
Unit III
Consumer Learning and Memory, Consumer Attitude : elements of consumer learning,
behavioral learning theories: classical conditioning, instrumental conditioning, modeling or
observational learning, cognitive learning theory, measures of consumer learning, concept of attitude,
structure models of attitude: tri-component attitude model, multi-attribute attitude model, theory of
trying-to-consume model, attitude-towards the ad models, attitude formation, strategy of attitude
changes
Unit IV
Communication and Consumer Behavior, Reference Groups, Family Influences : reference
group, understanding communication, components of communication, communication process,
designing persuasive communications, selected consumer related reference group, family life cycle,
concept of social classes, measurement of social class, selected consumer behavior applications of
social class
Unit V
Culture and Consumer Behavior : culture, measurement of culture, subculture, cross cultural
consumer analysis, alternative multinational strategies: global versus local
Unit VI
Consumer Influence and Diffusion of Innovations : concept of opinion leadership, measurement
of opinion leadership, the diffusion process, model of consumers, an economic view, a passive view, a
cognitive view, an emotional view, consumer gifting behavior, contemporary issues in consumer
behavior

Text Books:
1. CONSUMER BEHAVIOUR by LEON G. SCHIFFMAN, LESLIE LAZAR KANUK, S. RAMESH
KUMAR, PEARSON
References:
1. CONSUMER BEHAVIOR, BUILDING MARKETING STRATEGY by DEL HAWKINS,DAVID
MOTHERSBAUGH,AMIT MOOKERJEE, MCGRAW HILL EDUCATION

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