Consumer Behaviour and Rural Marketing [FT 405M] MBA - IV Sem. Syllabus for DAVV Indore Affiliated Institutions

DEVI AHILYA VISHWAVIDYALAYA, INDORE

MBA (Full-Time) Marketing Management 
 Fourh-4th-IV Semester Curriculum/ Syllabus

Consumer Behaviour and Rural Marketing Syllabus

Marketing Management  - Consumer Behaviour and Rural Marketing [ FT 405M ]

Course Contents

1.  Introduction to Consumer Behavior and Consumer Research:  Nature, Scopeand application of Consumer Behavior and Consumer Research.

2.  Consumer Decision Processes, Pre-purchase process: Information processing, Purchase    Processes: Consumer Decision rules. Post Purchase processes: Framework, dissonance satisfaction / dissatisfaction. 

3.  Consumer Behaviour Models, Nicosia Model, Howard Sheth Model , Engel-Blackwell and Miniard Model ,  Sheth Family Decision Making Model          

        

4.  Individual Determinants of Consumer Behavior:  Demographics Psychographics,     

5.  Environmental  Influences on      Consumer      Behavior:  Culture,  Cross  cultural understanding,  social  class,  family.  Family life-cycle  group  and  personal influence,  word  of  mouth  communication,  opinion  leadership.  Future  of consumer behaviour. 

6.  Rural  Marketing:  Concept,  importance  and  scope  of  rural  marketing, Understanding  rural  market,  rural  environment,  infrastructure  and  rural  trade practices,  Rural  consumer  behaviour,  factors affecting  consumer  behaviour and psychology of rural customers,  

7.  Product,  branding  and  packaging,  Distribution  in  the  rural  markets,  types of rural  channels,  selection  and  management  of  channels,  factors influencing channel  decisions,  retailing,  transportation,  warehousing,  Promotion  in  Rural Markets: role of advertising, sales promotion, publicity, and personal selling in rural markets. 

Text Books

• Shri Prakash Theory of Consumer Behaviour Vikas Publication ,2010
• Hawkins, David, Consumer Behavior , 11E Tata Mcgraw Hill
• Dogra, B.LRural Marketing1e, Tata Mcgraw Hill
• Blackwell, Consumer Behavior 1^st 2008 Cengage Learning
• Gopalaswamy,T P Rural Marketing- Environment, Problems& Strategies Vikas
• Kashyap,The Rural Marketing Book (Text & Practice), Wiley

Reference Books    

• Satish Batra and  Kazmi Consumer Behaviour Excel Books
• U C Mathur Rural Marketing Excel Books
• Badi&Badi Rural Marketing,2010 Himalaya Pub.House
• Assel, H., “Consumer Behaviour”, 2008 Cengage Learning
• Solomon M.R., “ Consumer Behaviour”, PHI