Dibrugarh University - B.Com 4th Semester: Consumer Behaviour Syllabus

Course No. 404 CONSUMER BEHAVIOUR(COBR XVI)

Marks: 80 Hours: 40

Objective: The course aims at perceiving the students the principle factors influencing Consumer Behaviour and Consumer Market.

Course Contents:

Unit-I: Introduction to Consumer Behaviour-Consumer Behaviour as a Marketing Discipline- Consumer Involvement and Decision Making Process              20 : 10 hrs

Unit-II: Information search process- Evolution criteria & Decision Rules-Consumer Need & Motivate.    20 : 10 hrs

Unit-III: Socio-Cultural Factors of Consumer Behaviour: Buyers Block Box-Cultural Factors- Culture-sub Culture-Socio Class-Socio Factors-Reference Groups-Family-Rules and Statuses.              20 : 10 hrs

Unit-IV: Personal and Psychological Factors of Consumer Behaviour: Personal Factors- Age and Life Cycle stage-Economic Circumstances-Life Style- Personality & Self Concept-Psychological Factors.                    20 : 10 hrs

Text and Reference Books:

1.Hawkins: Consumer Behaviour: Building Marketing Strategy. Tata McGRaw. New Delhi.

2.Loudon: Consumer Behaviour: Corporate Application. Tata Mc Graw . New Delhi.

3.Peler: Consumer Behaviour and Marketing Strategy. Tata Mc. GRaw New Delhi.

4. Kumar: Consumer Behaviour and Branding: Concepts, Reading and Cases, Pearson, New Delhi.