Syllabus for Marketing Research And Consumer Behaviour
MBA Syllabus for Marketing Research And Consumer Behaviour
BLOCK I
Marketing Research and Scope of Marketing Research – Marketing Research as an aid to marketing decision making – Marketing Research Design – The Marketing Research process – Exploratory, descriptive and conclusive Research. Primary and Secondary methods of data collection – Construction of Questionnaire – Application of Sampling techniques – Data Analysis and Research Presentation.
BLOCK II
Applications of Marketing Research – Product Research – Advertising Research – Market and Sales Analysis Researh – Motivation Research.
BLOCK III
Consumer Behaviour: Need to study Consumer Behaviour – Applications of Consumer Behaviour principles to strategic marketing. Models of Consumer Behaviour – Market segmentation and Consumer Behaviour. Factors influencing consumer behaviour – social, economic, psychographic, group influences – Influence of religion, culture and language & status.
BLOCK IV
Buying behaviour: Product perception – learning, attitude, personality. New product purchase, repeat purchase, consumer spatial behaviour – consumption analysis – product usage rates – expenditure pattern – Howard-Seth Model of Buyer behaviour – Organisational Behaviour of buyer.
BLOCK V
Consumer decision processes – Problem recognition – search and evaluation – purchasing processes – post – purchase behaviour – Consumerism – Industrial and Domestic consumer characteristics.
BLOCK I
Marketing Research and Scope of Marketing Research – Marketing Research as an aid to marketing decision making – Marketing Research Design – The Marketing Research process – Exploratory, descriptive and conclusive Research. Primary and Secondary methods of data collection – Construction of Questionnaire – Application of Sampling techniques – Data Analysis and Research Presentation.
BLOCK II
Applications of Marketing Research – Product Research – Advertising Research – Market and Sales Analysis Researh – Motivation Research.
BLOCK III
Consumer Behaviour: Need to study Consumer Behaviour – Applications of Consumer Behaviour principles to strategic marketing. Models of Consumer Behaviour – Market segmentation and Consumer Behaviour. Factors influencing consumer behaviour – social, economic, psychographic, group influences – Influence of religion, culture and language & status.
BLOCK IV
Buying behaviour: Product perception – learning, attitude, personality. New product purchase, repeat purchase, consumer spatial behaviour – consumption analysis – product usage rates – expenditure pattern – Howard-Seth Model of Buyer behaviour – Organisational Behaviour of buyer.
BLOCK V
Consumer decision processes – Problem recognition – search and evaluation – purchasing processes – post – purchase behaviour – Consumerism – Industrial and Domestic consumer characteristics.
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