Hamdard University Bangladesh
Consumer Behavior
Course Code: MKT 322
Credit Hour: 3
Course Group: Specialization Course: Marketing
Introduction: Consumer Decision Making - An Overview of Consumer Behavior - Psychological, Sociological - Anthropological and Economic Concept Pertinent to Consumption - Theories and Models, Building - Role of Theory - Criteria of Sound Theory in Consumer Behavior - How models are constructed - Different Models of Consumer Behavior.
Environmental Influence Culture: Components of Culture - Useful Concepts of Cultural Analysis - Cross Cultural Research and Multinational Marketing Subcultures.
Social Organization and Reference Groups: Socialization Reference Group Norms and Conformity - Social Change - How Social Trends Will Affect Consumption.
Social Class: Social Stratification - Research Models of Social Class - Social Class and Buying Behavior.
Family: Influence on Family Decision –Making - Using Family Concepts in Marketing.
Individual Influences: Learning: Learning Theory - Behavior Modification in Psychology and Marketing Retention - Advertising Message - Habit Formation and Brand Loyalty.
Perception: Theories of Perception - Model of Perception - Factors Determining Perception Features of Perception Affecting Consumer Behavior.
Motivation and Personality: Motivation Theory - Motivation Research Methods - The Concepts of Personality.
Attitudes: Influence of Attitudes - Attitude Organization - Three Component Attitude Models - Fluctuations of Attitudes - How Attitudes are Measured - Attitudes Change - Cognitive Dissonance Theory – Multi attribute Theory
Consumer purchasing process and Consumer decision process.
Books Recommended:
Harold W. Berkmen and Christopher C-Gilson, Consumer Behavior, Kent Publishing Company.
Harold H. Kassringian and Thomas S, Perspectives in Consumer Behavior, Robertson & Scott Foreman Company.