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Master of Commerce (M.Com.) Consumer Behaviour Syllabus - Mumbai University

Consumer Behaviour Syllabus.pdf
Mandatory course · Semester 1 · M.Com. Business Management · 4 credits · 100 marks

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Syllabus for Consumer Behaviour

Mandatory course · Semester 1 · M.Com. Business Management · 4 credits · 100 marks

Module I

  • Unit 1 INTRODUCTION TO CONSUMER BEHAVIOUR
  • a Consumer Behaviour- Meaning, Significance of consumer behaviour, Types of Consumer Behaviour (complex, variety seeking, Dissonance reducing, habitual), Current trends in Consumer Behaviour.
  • b Consumer Perceptions and Attitude Formation, Thinking, Language and Intelligence Learning, Motivation and Emotion, Personality and Lifespan Development.
  • Unit 2 DETERMINANTS OF CONSUMER BEHAVIOUR
  • a Internal factors & External Factors affecting consumer behaviour, Influences
  • on Buyer behaviour- Cultural, Social, Demographic & Psychographic
  • influences, Organisational buyer’s decision process.
  • b Social Psychology and Consumer Psychology, Marketing Concept and Implications on Consumer Behaviour

Module II

  • Unit 3 CONSUMER LEARNING:
  • a Elements of consumer learning, Habit – Meaning, Model of habitual
  • purchasing behaviour, Brand equity, Brand loyalty.
  • b Theories of Learning: Classical conditioning, Instrumental conditioning, Cognitive learning and Observational learning or modelling.
  • Unit 4 TRENDS IN CONSUMER BEHAVIOUR
  • a Online Buying Behaviour process, Tools to study buyer behaviour- survey, projective techniques & focus group discussions, Implications of Social
  • media marketing on consumer behaviour
  • b Consumerism: Meaning, Reasons behind rise of Consumerism in India, Benefits of consumerism, Precautionary measures to be adopted by consumers, Framework for consumer protection by Government, Use of Internet and its impact on Consumer Behaviour.

REFERENCES

  •  Consumer Behaviour in Indian Perspective SujaR.Nair Himalaya Publishing House  Consumer Behaviour and Retail Management, A.Hari Hara Nath Reddy, G.Rama Krishna, K.VenugopalRao, Mangalam Publications  Consumer Behavior: Concepts and Applications, David L. Loudon and Albert J. Della Bitta, Mcgraw Hill International edition.  Understanding the Consumer, Isabella Szmigin, Response Books.  Consumer Behaviour, Leon G. Schiffman, Leslie Lazar Kanuk, Prentice-Hall of India  Consumer Behaviour: Text & Cases, Satish K. Batra & S.H.H. Kazmi, Excel Books  Consumer Marketing, M.V.Kulkarni, Everest Publishing House.  Marketing Management, RajanSaxena, Tata McGraw Hill Publishing, New Delhi, 2003.

Reproduced from the University of Mumbai syllabus for M.Com. (Business Management) under NEP 2020, in force from the academic year 2023-24. Wording is as printed in that syllabus. Module numbering is as printed there too.

The complete syllabus

This subject is cut from the University circular for its specialisation. Open a document here if you want the whole thing rather than a single subject.

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