8/12/2019 CB course 2013

1/4

Amrita Vishwa Vidyapeetham

Amrita School of Business

MBA PROGRAMME

Consumer Behaviour

Course Outline

2013

Introduction:Knowing and understanding the consumers is essential for achieving success in anyBusiness. Study of Consumer Behaviour (CB) helps to understand every facet of theconsumers behaviour. CB affects why where when what and how of the pattern ofbuying. !ence its "nowledge is a pre#re$uisite for any successful mar"eter.

%he course will develop students appreciation of this comple& science related to theunderstanding of peoples' consumption related behaviours. t will hone their analyticals"ills and conceptual abilities in the field of consumer behaviour and prepare them toformulate mar"eting strategies to influence those behaviours.

his course will provide answers to !uestions li"e:hat benefits do consumers want from the product*hat promotion appeal would influence consumers to purchase and use the products*!ow important is price to consumers in various target mar"ets*

hat effects would a price change have on purchase behaviour*here do customers buy this product* hy do they buy it there only*ould a different distribution system change consumers purchasing behaviour*hich consumers are the prime prospects for the product*hat consumer characteristics should we use to segment the mar"et*

%he course will be delivered predominantly through classroom discussions of thefundamental concepts duly supplemented by relevant cases. +ssential reading for theclass discussion as mentioned (session wise) below will help students in betterunderstanding of the sub,ect. -ctive participation is e&pected with regard to theassignments given to reap full benefits of the course.

Students are also re$uired to read at least one article on CB from an international,ournal of repute on the concepts of CB and present it to the class and answer$uestions on it.

8/12/2019 CB course 2013

2/4

Amrita Vishwa Vidyapeetham

Amrita School of Business

MBA PROGRAMME

Consumer Behaviour

Course Outline

Course Facilitator Sandhya /. 0rofessor of 1ar"eting -SB Kochi

Evaluation Criteria:

Class participation -ssignments and Case discussion 2340ro,ect 2345inal e&amination 264

Session Course Content Essential readingChaptersFrom R.B.1

7. ntroduction to Consumer Behaviour 8 1ar"eting strategy 7 8 9

9. ntroduction to -ffect 8 Cognition 2

2. Consumers 0roduct "nowledge :

:. nvolvement :

3. -ttention 8 Comprehension 3

;. -ttitudes 8 ntentions ;

8/12/2019 CB course 2013

3/4

Amrita Vishwa Vidyapeetham

Amrita School of Business

MBA PROGRAMME

Consumer Behaviour

Course Outline

3Session Course Content Essential reading

From R.B. 1.

72. ntroduction to the +nvironment 77

7:. Cultural 8 Cross cultural nfluences Subculture 8 social class 79727:>eference groups 8 5amily

73 1ar"et segmentation 8 0roduct positioning 73

7;. Consumer Behaviour 8 0roduct strategy 7;

7< Consumer Behaviour 8 0romotion strategy 7.

;. %he +merging Consumer by >a,ani Chadha.

8/12/2019 CB course 2013

4/4

Amrita Vishwa Vidyapeetham

Amrita School of Business

MBA PROGRAMME

Consumer Behaviour

Course Outline

amesh Kumar

?. Consumer Behaviour and 1anagerial Eecision 1a"ing by 5.>. Kardes

76. Consumer Behaviour by 1.>. Solomon

77.Consumer Behaviour by !aw"ins Best Coney and 1oo"er,ee.

79. Consumer Behaviour by Schiffman 8 Kanu"

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