Course info

Course Outcomes:

1. To have insight of consumer behavior psychology
2. To understand different buying influences
3. To know the organizational buying behaviour
4. To able to compare and contrast the individual buying
behavior and organizational buying behaviour

Syllabus:

Unit 1:

Introduction Meaning and Definition of consumer behavior-
Scope and significance to study the consumer behavior-
Participants in individual buying -Buying process- Consumer
behavior Model concept, Traditional and Modern behavior
models, Basic factors influences the consumer behavior-
Demographic, Technological, Economic, Social and cultural and
Political and Legal and Natural environment analysis of business
environment to determine the demand understand changing
individual buying behavior to design the Marketing
Mix.

Unit 2:

Individual Determinants of Consumer behavior- Personal
demographic factors, Psychological factors- Perception,
perceptual process and perceptual distortion, Learning- elements
influences in individual buying, Personality- concept, different
types of personality, How it determines individual buying
behavior. Self-concept or Self-image- role in consumer buying
behavior, Attitude-concept and relationship between attitude and
individual buying behavior, Factors involved in attitude
formation, Motivation- concept, How need and goals determines
the individual buying behavior. Social Class- concept, role of
social class in individual buying behavior, Group Dynamics-
Types of Groups relevant to consumer behavior, Family life cycle,
Friendship Group, Formal social clubs, Shopping Friends
groups, Work group, Reference group.

Unit 3:

Industrial \ Organizational Buying Behavior Concept,
Participants in Industrial/ organizational buying- Industrial
buying process- Industrial buying behavior models- Factors
influencing industrial buying behavior, Compare and contrast
between individual buying behavior and industrial buying
behavior. Impact of cross culture and Legal and political
influence in organization/industrial buying behavior.
Online Consumer Behaviour

Unit 4: Brand Concept- Functions of Branding, Advantages and
disadvantages of branding to the marketer, Types of Brands,
Process of Brand building, Concept of Brand Management, Brand
Management Process, Managing Brands-Selecting brand name
and logo, brand extension, brand rejuvenation, rebranding, cobranding,
brand re-launch, brand proliferation, celebrity
endorsement, brand development through acquisition and
takeover, brand portfolio restructuring. Brand Positioning. Brand
Equity concept, Measuring of brand equity, Brand equity
models.