CONSUMER BEHAVIOUR AND MARKETING RESEARCH

Paper Code: 
DBSG 502 B
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Outcomes (COs):

Course Outcomes

Learning and teaching strategies

Assessment Strategies

CO 106: Equip the students with an understanding of consumer behavior and factors that affect consumer taste and preference for making a buying decision. 

CO 107:Analyze the Post Purchase behavior of consumer. 

CO 108: Appraise the students with the

fundamentals of marketing research and its process  to enable them to take better marketing decisions.

CO 109: Equip the students to make use of effective tools of data collection, sampling, measurement, scaling and questionnaire framing.

CO 110: Develop the skills among the students to tabulate and code the collected data and tests which can be applied to analyze the data and finally learn to present the data in a formal way.

Approach in

teaching: Class

room Lecture

(Theory/ Using

Power Point

Presentation)

/Discussions

 

Learning

activities for the

students:

Role Play activities/

Group

Discussions/ Class

Presentation

Class

participation,

tutorial

assignments and

presentations,

class tests, C A

Test, Semester

End Exams.

 

12.00
Unit I: 
Consumer Behaviour

• Definition, concepts, importance,
• Consumer Research: Meaning, Consumer research process
• Consumer Motivation: Meaning, Motivation process, Types of motivation (Negative, Positive), Buying motives (Rational Vs. Emotional motives)
• Practical :Case Study on difference in consumer behavior as per demographic characteristics

12.00
Unit II: 
Social & Cultural Factors

• Reference Groups: Meaning, Types (family, friends, celebrities, experts)
• Culture: Meaning, Levels of subjective culture (Supranational, National, Group Culture), Sub-culture- Meaning, characteristics, categories of subculture (Nationality, Religious, Geographical, Racial, Age, Gender categories of subculture)
• Post Purchase behaviour: Behaviour related to purchase, Post purchase evaluation (Satisfaction, Dissatisfaction, dissonance), Product disposition
• Practical : Project on impact of culture on molding offering of a company as per local culture and beliefs

12.00
Unit III: 
Introduction to Marketing Research

• Concepts, Importance, Purpose, Limitations
• Applications of Research in Marketing, Scope
• Types (basic & applied)
• Market research vs. Marketing research, Quantitative Research vs. Qualitative Research
• Marketing Research Process: Research design (Exploratory, Descriptive and Casual), types of variables and process to determine the variables of a study
• Practical :Formation of research proposal on a topic from marketing and consumer behavior
Including Systematic review of literature

12.00
Unit IV: 
Techniques and Instruments of Data Collection

• Primary & Secondary Data Collection, their advantages and limitation and usage
• Sampling: Concepts, sampling techniques and methods, problems, Sample design
• Measurement and Scaling: Measurement Scales, Scales-Meaning, Scaling Techniques, Tests of sound measurement
• Questionnaire Drafting : Do’s and Don’ts, essentials of a good questionnaire, Likert Scale
• Hypothesis-Basic Concepts of Null and Alternate Hypothesis, Hypothesis Testing
• Practical :Drafting of questionnaire on likert scale and Data collection through goggle form

12.00
Unit V: 
Testing, Analysis and Report Writing

• Tabulation and coding : concept, meaning
• Theory and application of descriptive statistics : mean, median mode, standard deviation
• Theory of parametric and non parametric tests – t test, f test, Chi Square, Mann Whitney, Kruskal Wallis etc. Their usage on SPSS
• Interpretation: Meaning, Techniques of Interpretation
• Research Report : Need, layout and format, presentation, Types of reports, Precautions for writing research reports, Bibliography, Webliography and Citation using American Psychological Association (APA), Oxford, Harvard, MLA, American Sociological Association (ASA) of research papers and books
• Practical :Interpretation and analysis of data collected through the questionnaire and Drafting of research report & its presentation by student

Essential Readings: 

• Schiffman, Leon G., and Kanuk, Leslie Lazar, Consumer behaviour, Prentice Hall of IndiaPrivate Limited, NewDelhi
• Solomon, Michael R., Consumer behavior: Buying, Having and Being, Delhi, Pearson Education (Singapore) Pte. Ltd., Indian branch, 2003,5thed.
• Loudon, David L. and Bitta, Albert J. Della, Consumer behavior, New Delhi, Tata McGraw-Hill Publishing Company Limited, 2002, Fourthed.
• Malhotra, Naresh K., Marketing Research: An applied orientation, Pearson Education, New Delhi, 4thed.
• Beri, G.C., Marketing Research, Tata McGraw Hill, New Delhi, 3rded

References: 

• Nair, Suja R., Consumer behaviour – Text Cases, Himalaya Publishing House, Mumbai, 2006, 7thed.
• Chunawalla, S. A., Commentary on Consumer Behaviour, Himalaya Publishing House, Mumbai, 2005,3rded.
• Tull, Donald S. and Hawkins, Del I., Marketing Research: Measurement and Method, Prentice-Hall of India, NewDelhi
• Mishra, M.N., Modern Marketing Research, Himalaya Publishing House,Mumbai.
• Luck, David and Rubin, Donald S., Marketing Research, Prentice-Hall of India, NewDelhi

Academic Year: 
2023-2024
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