Consumer Behaviour detailed Syllabus for MBA (Marketing), R19 regulation has been taken from the JNTUH official website and presented for the students affiliated to JNTUH course structure. For Course Code, Subject Names, Theory Lectures, Tutorial, Practical/Drawing, Credits, and other information do visit full semester subjects post given below. The Syllabus PDF files can also be downloaded from the universities official website.
For all other MBA (Marketing) 3rd Sem Syllabus for R19 Regulation JNTUH, do visit MBA (Marketing) 3rd Sem Syllabus for R19 Regulation JNTUH Subjects. The detailed Syllabus for consumer behaviour is as follows.
Course Objectives:
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Learning Outcome:
Student should be able to
- understand consumer behaviour
- environmental influences on consumer behaviour,
- perception and attitude of consumers,
- consumer decision making
- marketing ethics towards consumers.
Unit I
Understanding Consumer Behaviour: Defining consumer behaviour, need for Consumer Behaviour, Understanding Consumer through research process, Consumer behaviour in a world of economic instability, Rural Consumer Behaviour, Consumer Segmentation, Targeting and Positioning, Segmentation and Branding, Rural Markets.
Unit II
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Unit III
Consumer as an Individual: Personality and Self-concept, Consumer Motivation, Consumer Perception, Consumer Attitudes and Changing Attitudes, Consumer Learning and Information Processing.
Unit IV
Consumer Decision Making Processes: Problem Recognition, Search and Evaluation, Purchasing processes, Post purchase behaviour, Models of Consumer decision making, Consumers and the diffusion of Innovations.
Unit V
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Suggested Readings:
- David l . Loudon and Albert J.Della Bitta, 4e, Mc Graw Hill, 2011.
- Leon G. Schiffman, Leslie lazer Kanuk, S. Ramesh Kumar, 10e, Pearson, 2011.
- Satish Batra, SHH kazmi, Consumer Behaviour-Text and Cases, 2e, Excel Books, 2011.
- Kardes, Cline, Cronley, Consumer Behaviour-Science and Practice, Cengage Learning, 2012.
- S. Ramesh kumar, Consumer Behaviour and Branding, Pearson, 2013.
- Dheeraj Sharma, Jagadish Deth, Banwari Mittal, Consumer Behaviour – A managerial Perspective, Cengage Learning, 2015.
For detail Syllabus of all other subjects of MBA Marketing, R19 scheme do visit Marketing 3rd Sem Syllabus for R19 scheme.
For all the MBA results, visit JNTUH MBA all semester results direct links.