MCHM-303: CONSUMER BEHAVIOUR Total Marks: 100 External: 80 Internal: 20 Time: Three Hours Course Objective: The objective of this course is to familiarise the students with the nature, scope and related models of consumer behaviour. Course Contents: Introduction to Consumer Behaviour: Consumer Behaviour and Marketing Strategy; Consumer Involvement and Decision Making; Information Search Process; Evaluative Criteria and Decision Rules; Consumer Motivation. Information Processing and Consumer Perception: Consumer Attitudes and Attitude Change; Influence of Personality and Self Concept on Buying Behaviour; Psychographics and Lifestyle; Influence of Culture, Subculture and social class. Reference Group Influences: Diffusion of Innovation and Opinion Leadership; Family Decision Making; Industrial Buying Behaviour; Models of Consumer Behaviour; Consumer Behaviour Audit. Suggested Readings: 1. Assael, H. Consumer Behaviour and Marketing Action, Asian Books Pvt. Ltd., NewDelhi, 2001. 2. Engle, JF. et al. Consumer Behaviour. Chicago, Dryden Press, 1993. 3. Hawkins, D I. etc. Consumer Behaviour: Implications for Marketing Strategy. TMH. 2002. 4. Schiffman. L G and Kanuk, L L. Consumer Behavior. New Delhi, Prentice Hall of India, 1994. 5. Loudon & Loudon; Consumer Behavior; TMH,- New Delhi. 6. Soloman, Michael E., Consumer Behaviour; Buying; Having, Being; PHY Pearson Education; New Delhi.
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