MKTG304 PRINCIPLES OF CONSUMER BEHAVIOUR

FULLY SOLVED BOOK LASY 5 YEARS PAPERS SOLVED PLUS GUESS

Course Contents/Syllabus:
Weightage (%)
Module I Introduction
Consumer Behaviour: Definition and significance.
Understanding consumer and market: Profile of Indian and Global Consumers. Applications of consumer behaviour knowledge in marketing
Methods of consumer research 15
Module II External Influences on Buying Behaviour
Culture: Meaning and Characteristics.
Cross Cultural understanding of Consumer Behaviour. Subculture, Social class, Demographics and social stratification
Social Groups: Meaning and formation of a group, group properties. Family: Lifecycle and its significance on Consumer Behaviour.
Family purchase decision process.
Reference group influences on consumer behaviour and marketing strategy.
Module III Internal Influences on Buying Behaviour
25
Personality, self concept and Lifestyle and its relevance in consumer behaviour. Motivation: Nature and role of motives and their significance in marketing.
Perception and Marketing Strategy; Consumer Learning
Outcomes and measures of consumer learning
Attitudes: Characteristics, functions and its importance in buyer behaviour.
Strategies for changing attitude and intentions
Module IV Consumer Decision Process
• Consumer decision process model
• Types of consumer decisions.
• Situational Influences.
Problem Recognition, Search and Evaluation, Purchasing Process.
Post-purchase Behaviour: Post Purchase evaluation, Post-purchase dissonance and Product disposition.

Module V : Technology Diffusion
• Cyber psychology
• How consumers influence technology and how technology changes consumers
• Customer Life Time Value Analysis
• Customer choice predictions
• Recommendation of products based on collaborative choices