JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

Course Objective

To understand marketing decisions keeping in mind the consumer behaviour.

Learning outcome: Student should be able to a) understand consumer behaviour b) environmental influences on consumer behaviour, c) perception and attitude of consumers, d) consumer decision making e) marketing ethics towards consumers.

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UNIT - I: Understanding Consumer Behaviour

Defining consumer behaviour, need for Consumer

Behaviour, Understanding Consumer through research process, Consumer behaviour in a world of economic instability, Rural Consumer Behaviour, Consumer Segmentation, Targeting and Positioning, Segmentation & Branding, Rural Markets.

UNIT - II: Environmental Influences on Consumer behaviour

Influence of Culture, Sub Culture,

Social Class, Social Group, Family and Personality, Cross-Cultural Consumer Behaviour.

UNIT - III: Consumer as an Individual

Personality and Self-concept, Consumer Motivation,

Consumer Perception, Consumer Attitudes and Changing Attitudes, Consumer Learning and Information Processing.

UNIT - IV: Consumer Decision Making Processes

Problem Recognition, Search and Evaluation,

Purchasing processes, Post purchase behaviour, Models of Consumer decision making, Consumers and the diffusion of Innovations.

UNIT - V: Consumerism and Ethics

Roots of Consumerism, Consumer Safety, Consumer

Information, Consumer Responsibilities, Marketer responses to consumer issues, Marketing Ethics towards Consumers.

Suggested Readings:

• David l. Loudon and Albert J.Della Bitta, 4e, Mc Graw Hill, 2011.
• Leon G. Schiffman, Leslie lazer Kanuk, S. Ramesh Kumar, 10e, Pearson, 2011.
• Satish Batra, SHH kazmi, Consumer Behaviour-Text and Cases, 2e, Excel Books, 2011.
• Kardes, Cline, Cronley, Consumer Behaviour-Science and Practice, Cengage Learning, 2012.
• S. Ramesh kumar, Consumer Behaviour and Branding, Pearson, 2013.
• Dheeraj Sharma, Jagadish Deth, Banwari Mittal, Consumer Behaviour – A managerial Perspective, Cengage Learning, 2015.