To understand the various factors influencing behavior of consumers – as individuals and as members of a group/society, and also the impact of consumerism in the contemporary environment.
To understand the behavior of consumers – decision making, post-purchase behavior, behavior in a shopping environment, etc. To understand the behavior of organizations as consumers.
|REFERENCE BOOKS |AUTHOR / PUBLICATION |
|Consumer Behavior |ICMR |
|Consumer Behavior, 5e |Leon G Schiffman and Leslie Lazar Kanuk, Prentice-Hall, India |
|Consumer Behavior |Hawkins, Best & Coney, McGraw Hill |
|Consumer Behavior |Blackwell, Miniard & Engel, Thomson |
|Consumer Behavior |Solomon, Prentice Hall |
|Consumer Behavior: Concepts & Applications |David Loudon, Albert Della Bitta, Tata McGraw Hill |
Detailed Syllabus
Introduction to Consumer Behavior: Definition, Role of Consumer Behavior in
