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Tuesday, December 18, 2018

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

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.

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