Course Contents

• Course Overview: The definition and scope of Consumer behavior, Development of marketing concepts and disciplines of consumer behavior, Customer value, satisfaction and retention, Marketing ethics & social responsibility, Consumer behavior and decision making. • Market Segmentation: Defining market segmentation, Bases for segmentation, Criteria for effective targeting of market segments, implementing segmentation strategies. • Consumer Research Process: Developing research objectives, collecting secondary data, designing primary research, quantitative research and data collection instruments. • Consumer Motivation: Analyzing motivation as a psychological force, the dynamics of motivation, Types and systems of needs. • Personality & Consumer behavior: Study of nature and theories of personality, Personality and understanding consumer diversity, Brand personality. • Consumer Perception: Sensory Dynamics of Perception, elements of perception, consumer imagery. • Influences on Consumer Behavior: Cultural influence on CB, Social class influence on CB, Family life cycle and their influence on CB, Demographics and their influence on CB. • Consumer Influence & Diffusion of innovation: Opinion leadership, Opinion leadership and firm are marketing strategy, the diffusion process, The adoption process. • Characteristics of B2B Buying Behavior: Organizational Buying Behavior - Consumer Markets Final Project: Students are expected to select any one print or electronic media advertisement and identify at least 10 major concepts which are applicable in chosen advertisement. The members of the group will make a 30-minute presentation. The presentation will cover a detailed analysis of the project.

Course Synopsis

This course is a survey of noteworthy contributions of the behavioral sciences to the understanding and prediction of consumer behavior. Marketing begins and ends with the consumer from determining consumer needs to providing consumer satisfaction. Thus, a clear understanding of consumers is critical in successfully managing the marketing function. The study of consumer behavior is intended to acquaint students with both what it means to be a consumer in a market-orientated society and what, as a marketer, they need to know to understand the role of meeting the consumer’s needs in the development of marketing strategy.

Course Learning Outcomes

Upon successful completion of this course, the student should be able to • Understand current psychological, sociological and anthropological theories that provide insight into consumer behavior • Understand people’s consumption-related behaviors • Create an appreciation of the potential input of consumer behavior into the formulation of marketing tactics and strategy • Be able to apply theory to address real world marketing problems