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Consumer Behavior syllabus

MKM 2018 units · 30 topicsAcademic year 2083/84
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Consumer Behavior

8 units

1. Introduction to Consumer Behavior (4 LHs)

  1. Concept and nature of consumer behavior
    1. Concept and nature of consumer behavior. Differences between consumer buying and organizational buying. Application of consumer behavior knowledge in business decisions
  2. Marketing management
    1. marketing management
    2. social marketing
  3. Public policy decisions. consumer rights and movement
    1. and public policy decisions. Consumer rights and movement.

2. Consumer Buying Decision Process (4 LHs)

  1. Consumer buying decision processes in high-involvement and low-involvement purchases
    1. Consumer buying decision processes in high-involvement and low-involvement purchases. Problem/Need recognition: Types of problem recognition
  2. Results of problem recognition
    1. results of problem recognition
  3. Problem recognition under low involvement conditions
    1. problem recognition under low involvement conditions. Marketing implications of problem recognition: measuring problem recognition
  4. Activating problem recognition
    1. activating problem recognition
  5. Utilizing problem recognition information
    1. and utilizing problem recognition information.

3. Information Search (5 LHs)

  1. Concept of information search. Types of consumer search activities
    1. Concept of information search. Types of consumer search activities: pre-purchase search
    2. ongoing search
    3. internal search
  2. External search. The information evaluation process
    1. external search. The information evaluation process: evaluation criteria
  3. Alternatives available
    1. alternatives available
  4. Alternative characteristics
    1. alternative characteristics. Sources of consumer information. Information search on the internet. Marketing implications of the information search process.

4. Alternative Evaluation and Choice (7 LHs)

  1. Consumer’s choice
    1. Consumer’s choice: rational choice
    2. affective choice
  2. Attribute-based choice
    1. attribute-based choice
  3. Attitude- based choice
    1. attitude- based choice. Criteria for Evaluation and its measurement. Decision rules for attribute-based choices: conjunctive and disjunctive decision rules
  4. Elimination-by- aspects decision rule
    1. elimination-by- aspects decision rule
  5. Lexicographic decision rule
    1. lexicographic decision rule
  6. Compensatory decision rule. Marketing strategies in evaluation and choice
    1. compensatory decision rule. Marketing strategies in evaluation and choice.

5. Post Purchase Behavior (6 LHs)

  1. Post purchase evaluation
    1. Post purchase evaluation: consumer satisfaction and dissatisfaction
  2. Consumer complaint behavior
    1. consumer complaint behavior
  3. Post purchases dissonance
    1. .Post purchases dissonance: reasons and remedies. Product disposition: Disposition methods and marketing strategies.

6. Individual Determinants of Consumer Behavior (9 LHs)

  1. Consumer Motivations
    1. Consumer Motivations: Nature and role of consumer motives. Consumer learning: concept of learning and principal elements of learning. Consumer perception: nature and process of perception. Personality: nature and types of consumer personality
  2. Consumer personality
    1. consumer personality
  3. Brand personality. consumer attitude
    1. and brand personality. Consumer attitude: concept and characteristics of attitude
  4. Sources of attitude development
    1. sources of attitude development.

7. Group and Family Influences (6 LHs)

  1. Reference group influences
    1. Reference group influences: nature and degree of influences
  2. Marketing strategies based on reference group influences. Family influences
    1. marketing strategies based on reference group influences. Family influences: structure of household
  3. Family decision-making role
    1. family decision-making role
  4. Family lifecycle
    1. and family lifecycle.

8. Social and Cultural Influences (7 LHs)

  1. Characteristics of culture
    1. Characteristics of culture. Social class influence in consumer behavior. Social classes in Nepal and their consumption behavior. Cultural and sub-cultural influences. Characteristics of culture. Cultural and sub-cultural influences. Nepalese core cultural values and adopted cultural values and their implications in consumer behavior.