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Syllabus-Consumer Behaviour

This document provides a syllabus for a Consumer Behavior course, including 5 units covering topics like introduction to consumer behavior, the consumer as an individual, consumer in social and cultural settings, consumer decision-making process, and contemporary issues in consumer behavior. The syllabus also lists suggested textbooks and online resources.

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78 views2 pages

Syllabus-Consumer Behaviour

This document provides a syllabus for a Consumer Behavior course, including 5 units covering topics like introduction to consumer behavior, the consumer as an individual, consumer in social and cultural settings, consumer decision-making process, and contemporary issues in consumer behavior. The syllabus also lists suggested textbooks and online resources.

Uploaded by

HIDDEN Life OF 【शैलेष】
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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MIMA INSTITUTE OF MANAGEMENT, PUNE

BUSINESS ADMINISTRATION

COURSE SYLLABUS (PGDM 2022-24)


Course Details
Semester II Credits 2
Course Title Consumer Behavior

Detail Syllabus (Unit-wise) 20 Hours

Unit 1: Introduction to Consumer Behavior 4 Hours


Basic Concepts in consumer behavior, Role played by Consumer Behavior in Marketing and
management and consumer research. Consumer Behavior-Latest trends

Unit 2: Consumer as an individual 5 Hours


Various types of motives and involvements. Emotional Motives and Rational Motives
(Product and Patronage). Involvement levels - Low involvement (impulse buying) and High
Involvement Products. Consumer personality, perception, and learning. consumer attitude
and Impact on CB
Unit 3: Consumer in Social and cultural settings 4 Hours
reference groups and family influences, Impact of social class, culture, and sub-culture on the
decision-making process of a consumer

Unit 4: Consumer decision-making process 3 Hours


Consumer influences and diffusion of innovations, Post Purchase dissonance, Consumer
decision making & beyond

Unit 5: Contemporary issues in CB 4 Hours


managing CB in post pandemic era, Marrying product and channel strategies to alter CB, CB
in digital era: opportunities and challenges

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Suggested Books
Text Books Reference Books
1. "Schiffman and Kanuk (2013). ‘Consumer Philip Kotler, Kevin Lane Keller (2015).
Behavior’. Eighth edition. Pearson ‘Marketing Management’. Fifteenth edition.
Publication, New Delhi. Pearson Publication, New Delhi.

2. Hawkins et al. (2016) ‘Consumer V.S. Ramaswamy, S.Namakumari (2009)


Behavior-Building Marketing Strategy’ ‘Marketing Management: Global Perspective,
13th edition- McGraw Hill Publications Indian Context’ 4th edition- Om Books.
Delhi.

Suggested Links of Online Resources (if any)


1. https://onlinelibrary.wiley.com/journal/14791838

Dy. Director / Director

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