Syllabus of National Institute of Technology - Tiruchirappalli (NIT-T) MBA - MB756 Consumer Behaviour

Nature of Consumer behaviour-inter disciplinary approach examples to illustrate consumer behaviour - Model of consumer decision making - its implications on consumer behaviour-Major models in consumer behaviour.

Individual Psychological factors-perception attitudes learning personality and motivation - Implications of not achieving the goal.

Group factors in consumer behaviour - references group concepts - opinion leadership aspects - usage of these concepts in marketing communications.

Decision process, Diffusion of innovation in consumer behaviour - its implication on consumer behaviour.

Concepts of customer satisfaction - concept of cognitive dissonance-cultural aspects in consumer behaviour - Consumer behaviour in Indian context - case lets, case studies and application exercises.

Books:

1. Della & Bitta, "Consumer Behaviour: Concepts & Applications", Tata McGraw Hill, NewYork, 1993.

2. Schiffman & Kanuk, "Consumer Behaviuor", Prentice Hall of India, New Delhi,1994.

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