SECTION-A

I. Introduction : Nature – Scope – Marketing concept and the role of consumer – consumer decision process – the consumer and the law of diminishing marginal utility – the indifference approach analysis – consumer and the market demand.

II. Learning theory – Law of Effect – the learning process – drives – cued – stimuli – role of reinforcement – extinction generalization – discrimination – advertising effect – brand loyalty.
Perception – concept – role – perceptual mapping – perceived risk and cognitive processes – attribution process.

III. Consumer Motivation – Frendian theory – SR Approach – Trait and factor theories – personality and consumer behaviour self concept – life style – social character.
IV. Attitude – concept – components of attitudes – development of attributes – cognitive diminance – attitudinal change and behaviour change – group influences – group conformity – reference groups and their relevance – opinion leadership – class and culture – social satisfaction – warner’s six class system – social class and consumer behaviour.
V. Consumer behaviour models : Marshallian – Pavolvian – veblianian – Maslow – Howard Sheth – Buyer Behaviour Models.

Reference Books:

1. Bennelt .D. Peter ; Kassarjian H. Harold : Consumer Behaviour, Prentice Hall of India, N.Delhi, 1987.

2. Engel F. James Davodt Kollat, Roger D.Black : Consumer Behaviour, Hdt. Rinehart and Winton Inc. ’69, N.York.

3. John Sftoward, Jagdish N. Seth : Theory of Buyer Behaviour, John Wiley Sons Inc. ’69, N. York.


SECTION – B

VI - Introduction : Concept of Marketing Research – Steps in conducting marketing research – marketing research – marketing research as a cost incurring functioning – marketing information system – applications of M.R. – Limitations of M.R. Threats to M.R.

VII - Marketing Research Management : Qualities of marketing research manager – organizing marketing research function – evaluation and control of M.R. and marketing management – the research problem – the research design – sources of data – sample design and size – field survey – data collection – types of research design – criterion of research design.

VIII - Scaling Techniques : concept of attitude – types of scales – criterion for good test – some selected attitude scales : Paired comparison scale – thurston’s scale – summated rating scale – scalogram analysis – Intensity function – summantic differential – limitations of attitude measurement.

IX - Introduction – conditions for a successful interview the interviewer’s task – interviewing errors – selection, training and supervision of interviewers – informal interviewing focus, group interviewing – use of projective methods in interviewing.

X - Report Writing : considerations – Type of reports – preparation of report _ report format – principles of writing a report – feedback on the report.

Reference Books:

1. Marketing Research : G.C.Beri

2. Marketing Research : Goyal

3. Marketing Research : Majumdar

4. Marketing Research : D.Sharma

5. Marketing Research : N.K. Agarwal - Cases

6. Marketing Research : Boyd