Course Details
Subject {L-T-P / C} : SM6211 : Consumer Behaviour and Marketing Research { 3-0-0 / 3}
Subject Nature : Theory
Coordinator : Dr. Mayank Yadav
Syllabus
Consumer Behaviour: Overview of Consumer Behaviour: Determinants and Framework of Buyer Behaviour, Perceptual Mapping and Positioning: Value Perception, Attributes Mapping. Consumer Expectations and Perceptions: Measuring Satisfaction and Value, Managing Cognitive Dissonance. Models of Consumer Decision Making: Nicosia Model, Howard-Sheth Model, Engel-Kollat-Blackwell Model. Organizational Buying Behaviour: Issues and Prospects, Self-Concept and Brand Choice: Self Image and Ideal Image, VALS. Consumer Motivation and Personality: Motivation and Consumer Behaviour, Personality types and traits, use of personality to understand and segment markets. Learning: Memory, Learning strength, Generalization and Discrimination, Schema Formation and Change. Cognitive Process and Learning Consumer Attitudes: Formation, Measurement and Modification, Attitude Measurement Methods, Attitude Change and Management. Situational Determinants of Buyer Behaviour, External Influences on Consumer Behaviour. Family Influences on Buyer Behaviour: Family Life Cycle Stages and Decision Dynamics. Social Class and Social Stratification: Homogeneity of needs in Social Class, Product Usage Norms and Evaluation Rules within Class, Changes in Gender Perspectives, Impact of Psychological Factors on Buying Behaviour. Reference Groups, Opinion Leaders and Social Influences: In-Group versus Out-Group influences, Cultural Influences on Consumer Behaviour: Cultural and Sub-Cultural Influences on Individual
Marketing Research: Overview of Marketing Research, Marketing Information System, Marketing Research and Consumer Research, New Product Development Research, Pricing Research and Advertising Research. Research Design: Exploratory, Causative, Conclusive and Experimental Designs. Marketing Research Process: Sampling Design and Sample Size Determination. Design Of Questionnaire: Measurement and Scaling Techniques, Multi-Dimensional Scaling, Reliability and Validity Analysis, Cleaning and Transforming Data, Cross Tabulation, t-test and z-test, Chi-square, Regression and Correlation, Application of Factor Analysis.
Course Objectives
- 1. To educate the students with the advances in consumer research in interpreting buyer motivation, behaviour, impact of social and cultural variables on consumption decisions. <br />2. To develop an understanding of the various group influences and consumer behaviour in different cultural and contextual environment. <br />3. To help the students to analyse consumer behaviour and use them in designing marketing strategies and in enhancing the effectiveness of marketing programmes. <br />4. To acquaint students with the concepts and applications of marketing research. <br />5. To inculcate practical experience in planning and implementing marketing research. <br />6. To inculcate problem analysing and solving skills, and increases sensitivity to limitations of marketing data.
Course Outcomes
1. The students will be able to understand the concept of consumer behaviour and marketing research in various business context. <br />2. The student will be able to analyse the benefits delivered by consumer behaviour and marketing research, the contexts in which they are used, and how they can be implemented. <br />3. The students will be able to describe ways for studying consumer behaviour with the help of marketing research techniques, and develop a winning customer centred marketing strategy. <br />4. The students will be able to understand how consumer behaviour and marketing research practices facilitate the achievement of organizational objectives throughout the customer life-cycle stages. <br />5. The students will understand the technological and human issues relating to implementation of marketing research system in organizations.
Essential Reading
- Schiffman, L. G., Kanuk, L. L., and Kumar, R. S., Consumer Behavior, Pearson Education
- Malhotra, N., and Dash, S. B., Marketing Research: An Applied Orientation, Pearson Education
Supplementary Reading
- Blackwell, R., DSouza, Miniard, P., Engel, J.F., & Rahman, Z., Consumer Behavior (10e), Cengage India
- Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E., Multi variate Data Analysis (8e), Cengage India