JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

Course Objective:

• To enable understanding of marketing decisions keeping in mind the consumer behaviour.
• To explain the influence of culture, sub culture, social class, social group, family and personality on consumer behaviour
• To help learn about consumer perception and motivation.
• To highlight the aspects in consumer decision making process.
• To help understand the impact of consumerism and ethics.

Course Outcome

Students will be able to:

• Understand Evolution of consumer behaviour.
• Learn the relevance various influences on consumer behaviour.
• Learn the significance of personality, attitudes of the consumer.
• Assess the relevance of the different models of Consumer decision making.
• Identify the need for the marketing ethics towards consumers.

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. Consumer Behaviour Models: Advert Sheth Model, EKB Model, Howard Sheth Model, Family Decision-making Model, Pavlovian Model and Economic Model.

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 Innovation.

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:

• Zubin Sethna, Jim Blythe, Consumer Behavior, Sage Publications, 4e, 2019
• Leon G. Schiffman, Leslie lazer Kanuk, S. Ramesh Kumar, 10e, Pearson, 2011.
• David l. Loudon and Albert J.Della Bitta, TMH,4e, 2011.
• Kardes, Cline, Cronley, Consumer Behaviour-Science and Practice, Cengage Learning,1e, 2012.
• S. Ramesh Kumar, Consumer Behaviour and Branding, Pearson, 1e,2013.
• Dheeraj Sharma, Jagadish Deth, Banwari Mittal, Consumer Behaviour – A managerial Perspective, Cengage Learning,1e, 2015.  36 MBA MARKETING ELECTIVE