|Program |: |MBA |Class of |: |2009 |
|Credit |: |3 |Sessions |: |33 |
|Course Code |: |SL MM 602 | | | |
To understand the various factors influencing behavior of consumers – as individuals and as members of a group/society, and also the impact of consumerism in the contemporary environment.
To understand the behavior of consumers – decision making, post-purchase behavior, ...view middle of the document...
Framework of Consumer Behavior – Internal Influences, External Influences, Self-Concept & Life Style and Decision Process. Interdisciplinary subject encompassing concepts from psychology, sociology, anthropology, micro-economics and organizational (buying) behavior. Applications of Consumer Behavior.
Consumerism & Consumer Behavior in the Contemporary Environment: Consumer movement & consumer rights. Concerns of consumers – government regulations & role of non-government organizations in addressing the same. Changing face of consumer behavior under the new scenario of globalization, technological changes, new retailing environment, etc.
CONSUMERS AS INDIVIDUALS
Personality and Self Concept in Consumer Behavior: Aspects of Personality & Impact on Consumer Behavior. Personality Theories – Freudian, Neo-Freudian and Trait Theories, Consumer Personality & Brand Personality, Self Concept – Types & Applications
Consumer Needs & Motivation: Needs & Wants, Latent & Manifest Motives in a Purchase Situation, Maslow’s Needs & Consumer Behavior, Trio of Needs Theory, Motivation Theories - Optimum Stimulation, Hedonic Experiences, maintaining behavioral freedom, avoiding risk, attributing causality. Motivational Conflict, Motivational Research.
Consumer Perception: Perception Process & Involvement, Sensation & Sensory Thresholds, Sensory Overload & Selective Perception, Use of Gestalt Principles in Marketing Communications, Common Perceptions of Colours, Interpretation – Semiotics. Perceived Risk. Perceptual Positioning & Perceptual Mapping.
Consumer Attitude Formation & Change: Attitude functions. Tri-component attitude model, hierarchies of attitude components. Multi-attribute attitude models. Attitude measurement. Changing consumer attitudes.
Consumer Learning: Applications of behavioral learning theories (classical conditioning & operant conditioning) and cognitive learning theories (iconic rote, vicarious/modeling and reasoning/analogy) to consumer behavior.
CONSUMERS IN THE SOCIAL CONTEXT
Reference Groups & Opinion Leadership: Consumer socialization & consumption community. Types of reference groups, their nature of power & influence. Effect of reference groups on product & brand purchase. Opinion leaders – their role & types. Identifying opinion leaders and market mavens.
Family, Gender & Age Influences: Family decision making roles, conflicts and their resolution. Role of gender and age in family decision making. Family life cycle and consumer decisions.
Social Class & Consumer Behavior: Social class – its components & impact on consumer behavior. Measuring social class, India’s socio-economic classification. Influence of social mobility on consumer behavior. Targeting the poor & the rich, status symbols & conspicuous consumption.
Cultural Influences on Consumer Behavior: Characteristics of culture, application of cultural learning & rituals in consumer behavior. Types of sub-cultures in the Indian...