BA9255 CONSUMER BEHAVIOR SYLLABUS | ANNA UNIVERSITY MBA 3RD SEM SYLLABUS REGULATION 2009 2011 2012-2013 BELOW IS THE ANNA UNIVERSITY THIRD SEMESTER MBA MASTER OF BUSINESS ADMINISTRATION DEPARTMENT SYLLABUS, TEXTBOOKS, REFERENCE BOOKS,EXAM PORTIONS,QUESTION BANK,PREVIOUS YEAR QUESTION PAPERS,MODEL QUESTION PAPERS, CLASS NOTES, IMPORTANT 2 MARKS, 8 MARKS, 16 MARKS TOPICS. IT IS APPLICABLE FOR ALL STUDENTS ADMITTED IN THE YEAR 2011 2012-2013 (ANNA UNIVERSITY CHENNAI,TRICHY,MADURAI,TIRUNELVELI,COIMBATORE), 2009 REGULATION OF ANNA UNIVERSITY CHENNAI AND STUDENTS ADMITTED IN ANNA UNIVERSITY CHENNAI DURING 2009
BA9255 CONSUMER BEHAVIOR LT P C
3 0 0 3
UNIT I INTRODUCTION 9
Concepts – Significance – Dimensions of Consumer Behavior – Application of knowledge of
Consumer Behaviour in marketing decisions.
17
UNIT II CONSUMER BEHAVIOR MODELS 9
Industrial and individual consumer behaviour models - Howared- Sheth, Engel – Kollat,
Webstar and wind Consumer Behaviour Models – Implications of the models on marketing
decisions.
UNIT III INTERNAL INFLUENCES 9
Psychological Influences on consumer behavior – motivation – perception – personality
Learning and Attitude- Self Image and Life styles – Consumer expectation and satisfaction.
UNIT IV EXTERNAL INFLUENCES 9
Socio-Cultural, Cross Culture - Family group – Reference group – Communication -Influences
on Consumer behavior
UNIT V PURCHASE DECISION PROCESS 9
High and low involvement - Pre-purchase and post-purchase behavior – Online purchase
decision process – Diffusion of Innovation – Managing Dissonance - Emerging Issues – case
studies.
TOTAL:45 PERIODS
TEXT BOOKS
1. Jay D. Lindquist and Joseph Sirgy, Shopper, Buyer and Consumer Behavior, Biztranza
2008.
2. Paul Peter et al., Consumer Behavior and Marketing Stratergy, Tata McGraw Hill, Indian
Edition, 7th Edition 2005.
REFERENCES
1. Leon G.Schiffman and Leslie Lasar Kanuk, Consumer Behavior, Pearson Education, India,
2002.
2. David L. Louden and Albert J Della Bitta, Consumer Behavior, McGraw Hill, New Delhi
2002.
3. Frank R. Kardes, Consumer Behaviour and Managerial Decision Making, 2nd Edition.
4. Assel, Consumer Behavior - A Strategic Approach, Biztranza, 2008.
5. Sheth Mittal, Consumer Behavior- A Managerial Perspective, Thomson Asia (P) Ltd., 2003.
BA9255 CONSUMER BEHAVIOR LT P C
3 0 0 3
UNIT I INTRODUCTION 9
Concepts – Significance – Dimensions of Consumer Behavior – Application of knowledge of
Consumer Behaviour in marketing decisions.
17
UNIT II CONSUMER BEHAVIOR MODELS 9
Industrial and individual consumer behaviour models - Howared- Sheth, Engel – Kollat,
Webstar and wind Consumer Behaviour Models – Implications of the models on marketing
decisions.
UNIT III INTERNAL INFLUENCES 9
Psychological Influences on consumer behavior – motivation – perception – personality
Learning and Attitude- Self Image and Life styles – Consumer expectation and satisfaction.
UNIT IV EXTERNAL INFLUENCES 9
Socio-Cultural, Cross Culture - Family group – Reference group – Communication -Influences
on Consumer behavior
UNIT V PURCHASE DECISION PROCESS 9
High and low involvement - Pre-purchase and post-purchase behavior – Online purchase
decision process – Diffusion of Innovation – Managing Dissonance - Emerging Issues – case
studies.
TOTAL:45 PERIODS
TEXT BOOKS
1. Jay D. Lindquist and Joseph Sirgy, Shopper, Buyer and Consumer Behavior, Biztranza
2008.
2. Paul Peter et al., Consumer Behavior and Marketing Stratergy, Tata McGraw Hill, Indian
Edition, 7th Edition 2005.
REFERENCES
1. Leon G.Schiffman and Leslie Lasar Kanuk, Consumer Behavior, Pearson Education, India,
2002.
2. David L. Louden and Albert J Della Bitta, Consumer Behavior, McGraw Hill, New Delhi
2002.
3. Frank R. Kardes, Consumer Behaviour and Managerial Decision Making, 2nd Edition.
4. Assel, Consumer Behavior - A Strategic Approach, Biztranza, 2008.
5. Sheth Mittal, Consumer Behavior- A Managerial Perspective, Thomson Asia (P) Ltd., 2003.
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