BUS 235
CONSUMER BEHAVIOUR
Semester:
2
Credit Point:
2
Contact Hours Per week:
5
Compulsory Course In:
BBA. Marketing
ELECTIVE COURSE IN
NONE
PREREQUISITE COURSE:
Introduction to Marketing and/ or Marketing Management
(3Hrs. Lecturer; 2 Hrs. Seminars)
Management
COURSE DESCRIPTION
LEARNING OUTCOMES
On successful completion of this course students will be able to:



Deal with complex consumers’ issues systematically and creatively
Communicate key concepts and theories of consumer behaviour to both specialist and nonspecialist audiences;
Effectively relate theory to professional marketing practice and make informed judgments in
the absence of complete data associated with consumer behaviour;
COURSE DELIVERY METHODS: Lectures, seminars/group discussions and guest lectures.
EVALUATION MODE
Group Assignment:
Individual Assignment:
Timed tests:
Final Exam:
Total
5%
5%
40% (1st Test: 10%, 2nd Test: 15%, and 3rd Test: 15%)
50%
100%
REQUIRED READING
Frank. R. Kardes (2002), Consumer Behaviour & Managerial Decision Making, Person Prentice
Hall
Wayne Hoyer and Deborah MacInnis (2007): Consumer Behavior, 4th Edition, Houghton Mifflin
RECOMMENDED READINGS
Schiffman, Leon G. and Kanuk Lazar Lesie (1997): Consumer Behaviour, Prentice Hall Inc.
Baker, M. J. (1991), Marketing: An introductory text, McMillan Education Ltd, Hong Kong.
COURSE CONTENTS
1. The concepts and scope of consumer behaviour
o Meaning of Consumer behaviour
o Concept and theories of perception, learning memory, motivation.
o The diversity of consumer behaviour
o Consumer buying behaviour: influencing stimuli, buyer’s black box.
o The models of Consumer behaviour
o The Significance of Consumer Behaviour in Marketing
2. Market characteristics and buyers’ behaviour:
 Types of customers in consumer markets
 Consumer behaviour in different types of markets
 Consumer behaviour as a basis of market segmentation
3. Consumer as an Individual
 Consumer needs and motivation
 Personality and Consumer Behaviour
 Consumer Perception
 Consumer Attitudes
 Attitude Formation and Change
4. Social and cultural contents of consumption:
 Consumers in their social and cultural settings
 Life styles, social class and reference groups.
 Group dynamics and their influence of Consumer Behaviour
 Family as a determinant of Consumer Behavior
 Opinion Leadership Process
 Social Class and ConsumerBehavior
 Cross-Cultural ConsumerBehavior: An International Perspective
5. Consumer behaviour research:
 Nature and Scope of Consumer Behaviour Research
 Distinctive features of Consumer Behaviour Research
 Measurement and analysis of perceptual, preference and attitude
 The Importance of Consumer Behaviour Research
6. Consumer’s Decision Making Process
 Problem Recognition
 Information Search
 Searching for Alternatives
 Evaluation of alternatives
 Purchase Decision
 Post Purchase Evaluations and dissonance
7. The impact of macro factors in consumer behaviour
 Political influence of Consumer Behaviour
 Technological Influence of Consumer Behaviour
 Ethical Influence of Consumer Behaviour
 International Influence on Consumer Behaviour