Consumer Behaviour detailed Syllabus for MBA (Marketing), R22 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 R22 Regulation JNTUH, do visit MBA (Marketing) 3rd Sem Syllabus for R22 Regulation JNTUH Subjects. The detailed Syllabus for consumer behaviour is as follows.
Course Objectives:
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Course Outcomes:
Students will be able to:
- Understand Evolution of consumer behaviour.
- Learn the relevance various influences on consumer behaviour.
- Learn the significance of personality, attitudes of the consumer.
- Assess the relevance of the different models of Consumer decision making.
- Identify the need for the 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 Innovation.
Unit – V
For the complete Syllabus, results, class timetable, and many other features kindly download the iStudy App
It is a lightweight, easy to use, no images, and no pdfs platform to make students’s lives easier.
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Suggested Readings:
- Zubin Sethna, Jim Blythe, Consumer Behavior, Sage Publications, 4e, 2019
- Leon G. Schiffman, Leslie lazer Kanuk, S. Ramesh Kumar, 10e, Pearson, 2011.
- David l. Loudon and Albert J.Della Bitta, TMH,4e, 2011.
- Kardes, Cline, Cronley, Consumer Behaviour-Science and Practice, Cengage Learning,1e, 2012.
- S. Ramesh Kumar, Consumer Behaviour and Branding, Pearson, 1e,2013.
- Dheeraj Sharma, Jagadish Deth, Banwari Mittal, Consumer Behaviour – A managerial Perspective, Cengage Learning,1e, 2015.
For detail Syllabus of all other subjects of MBA Marketing, R22 scheme do visit Marketing 3rd Sem Syllabus for R22 scheme.
For all the MBA results, visit JNTUH MBA Marketing all semester results direct links.