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Course 3

The document outlines the coursework for a Ph.D. program in Marketing at Reva University, focusing on Consumer Behavior. It includes objectives such as understanding factors influencing consumer behavior, theoretical models, and research tools. The coursework is divided into four modules covering topics like individual and group behavior, decision-making models, consumer satisfaction, and consumerism in India.

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2 views

Course 3

The document outlines the coursework for a Ph.D. program in Marketing at Reva University, focusing on Consumer Behavior. It includes objectives such as understanding factors influencing consumer behavior, theoretical models, and research tools. The coursework is divided into four modules covering topics like individual and group behavior, decision-making models, consumer satisfaction, and consumerism in India.

Uploaded by

ayesha. as
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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REVA UNIVERSITY

FACULTY OF COMMERCE & MANAGEMENT


Course Work for Doctoral Programme (Ph.D)
Specialization: Marketing
Paper- III: Consumer Behaviour

Objectives:

1 To gain clear understanding of the factors that shape consumer behavior


2 To understand various theoretical models of consumer behavior.
3 To gain a perspective on consumer behavior research and some important
Tools and techniques used.
MODULE 1: INTRODUCTION TO CONSUMER BEHAVIOUR

Introduction: Scope and importance of consumer behaviour, Concept, diversity of


Consumer behavior, Characteristics of Indian Consumers. Individual determinants of
Consumer Behaviour, Motivation, Personality and Self Concept, Consumer
Perception, Consumer Learning, Consumer Attitude Formation and Change.

MODULE 2: INDIVIDUAL & GROUP BEHAVIOUR

Influences on the Consumer: Consumer needs, motives - positive and negative


motivation - rational versus emotional motives. Consumer relevant reference groups -
Opinion leaders - family decision making and consumption related roles - family life
Cycle - social class and consumer behaviour - influence of culture on consumer
Behaviour- cross cultural context. Diffusion of innovations: the diffusion and adoption
Process - consumer innovativeness and personality traits.

MODULE 3: CONSUMER DECISION MAKING MODELS

Consumer decision making: Models of consumer decision making - Engle-Kollatt


Blackwell model, Howard-Sheth Model, Bettman’s Model, HCB Model. Concept of
involvement, extensive/limited problem solving – routinized responsive behavior.

MODULE 4: CONSUMER SATISFACTION & CONSUMERISM

Post purchase behavior: Consumer satisfaction concept & Models – Expectancy


Disconfirmation, Desires Congruency Model, Equity Theory, Attribution Theory,
Cognitive dissonance, Consumer delight, consumer complaint behavior.
Consumerism: Definition of consumerism, Concept of Consumerism; Consumerism in
India; Reasons for Growth of Consumerism in India

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