B.Com. Marketing
5th Semester Syllabus
Select Paper in this Semester
MJC-8 : Consumer Behaviour
Double-tap topic to mark complete • Long-press for YouTube & AI
Unit 1: Understanding Consumer Behaviour
◦Introduction to Consumer Behaviour Consumer Behaviour and the
Unit 2: Consumer Decision making process
◦Concept of Consumer Decision: Levels of Consumer Decision Making: A Model of Consumer Decision- Making
Unit 3: Consumer Motivation
◦The concepts of motivation
◦Maslow's Theory of Motivation: Role of Motives in Guiding Behaviour: Involvement of Consumer
Unit 4: Influence of Culture on Consumer Behaviour
◦Concept of Culture: The measurement of Culture
◦Indian Core Values: Cultural aspects of emerging markets
Unit 5: Business, Applications to Consumer Behaviour
◦Consumer Behaviour: The Computer Age- Changing Indian Consumer Behaviour- Drivers of Change
◦Changing Consumer Trends
◦Rural Consumer Behaviour
◦New Consumption Patterns
Reference Books:
- Dr. F.C Sharma; SBPDPublications, Agra
- Dr. Mrinal Kumar; Shiksha Sagar Publishers & Distributors, Agra
- D. L. Leiden. J. Albert Della Bitta Consumer Behaviour, Concepts and Applications. Tata McGraw Hill Publishing Company Limited
- Hawkins, H. J. Best, and K. A. Coney: Commer Behaviour Building Marketing Strategy, Tata McGraw- Hill Publishing Company Limited
- FR. Kardes Consumer Behaviour and Managerial Decision Making, Prentice Hall of India Private Limited
- Henry A. Consumer Behaviour and Marketing Action, Thomson Asia Pte Ltd
- K. Srivastava, S. Khandai Consumer Behaviour in Indian Context Galgotia Publishing Compa
- L. G. Schiffman, L L Kamuk. & S. R. Kumar, Consumer Behaviour, Pearson Education Inc
- M. Evans, A, Jamal, & G. Foxall: Consumer Behaviour, John Wiley & Son LTD