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MBA _compulsory III &IV_ - 13 -

Dr. Babasaheb Ambedkar Marathwada University Aurangabad

   Revised Course Structure for Master in Business Administration

June 2009

MBA Semester III             Specialization: - Marketing Management

Elective OP 305B: CONSUMER BEHAVIOUR 

Course Contents  

Introduction to Consumer Behaviour; Consumer Behaviour and Marketing Strategy; Consumer Involvement and Decision Making; Information Search Process; Evaluative Criteria and Decision Rules; Consumer Motivation; Information Processing and Consumer Perception; Consumer Attitudes and Attitude Change; Influence of Personality and Self Concept on Buying Behaviour; Psychographics and Lifestyle; Reference Group Influence; Diffusion of Innovation and Opinion Leadership Family Decision Making: Industrial Buying Behaviour; Models of Consumer Behaviour; Consumer Behaviour Audit; Consumer Behaviour Studies in India. 

Books Recommended:-

1.

PETER OLSON, Consumer Behavior & Marketing Strategy(Special Indian Edition), Tata Mc Graw Hill Edition, 9780070601581

2.

Hawkins/Best/Coney, Consumer Behavior,  Tata Mc Graw Hill9th Edition/2007

3.

Schiffman,Kanuk,  Consumer Behavior ,  Pearson8th Edition-2004

4.

Assael,Henry,  Consumer Behavior,  And Marketing Action, Thomson Learning 6th Edition 2001

5.

Chunawala SA,  Commentary on Consumer BehaviorHimalaya Publication, 2nd Revised Edition 2005

6.

Soloman, Consumer Behavior : Buying Having and being, Solomonan8th Edition 2008

7.

Note :- At least 10 Case Studies should be taught in class on relevant         

          subject syllabus        

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