Consumer Behavior Syllabus - BBA (PU)

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Course Description

Course Objectives

The major objective of this course is to develop students’ understanding of the buying process of consumer and the various factors that influence the buying process.

Course Description

Consumer behavior is the basic science of modern marketing. Consumer is also the focal point of modern marketing. The marketing process starts from consumer and ends at the consumer. Through this course, students are expected to learn the nature of consumer behavior analysis; importance of  understanding consumer behavior in marketing;  consumers’ buying decision process; and influences of  individual psychology,  group dynamics,  social-class  and cultural and sub-cultural factors in an individual consumers’ buying decisions. 

Course Outcomes

By the end of this course, students should be able to:

  • Describe the nature of consumer behavior analysis and its relevance in designing various marketing strategies;
  • Demonstrate a thorough understanding of the consumer buying behavior process from need/problem recognition to post-purchase outcomes;
  • Analyze the individual psychological forces and socio-cultural forces that shape the purchase behavior of individual consumers.

Unit Contents

Course Contents

Unit I: Introduction to Consumer Behavior                                                 4 hours

Meaning and nature of buyer behavior. Differences between consumer buying and organizational buying in terms of characteristics and process. Strategic use of consumer behavior knowledge in marketing and public policy decisions. Modern consumerism and the global consumer movement.

Unit II: Consumer Decision Process: Problem Recognition                                   4 hours

Types of consumer decisions. Purchase involvement levels and the decision process. Problem/need recognition by consumers. Types of consumer problems. Marketing strategy and problem recognition.

Unit III: Information Search and Evaluation                                                           12 hours

Nature of consumers’ information search: internal and external search, passive and active search. Types of information sought by consumers: evaluative criteria, alternatives available, alternative characteristics. Sources of consumer information. Marketing strategy in the information search process. Consumers’ evaluative criteria and its measurement. Consumer decision rules: conjunctive and disjunctive decision rules, lexicographic decision rule, and compensatory decision rules. Marketing strategy in the evaluation process.

Unit IV: Consumers’ Choice and Post-purchase Behavior                         8 hours

Consumers’ choice: Brand choice and store choice factors. Rational choice, affective choice, attribute-based choice, and attitude-based choice. Post-purchase dissonance: reasons and remedies. Product use and non-use. Product disposition: disposition methods. Satisfaction and dissatisfaction. Consumer complaint behavior. Satisfaction and brand loyalty. Strategic implications of the post-purchase evaluations.

Unit V: Individual Influences on Consumer Behavior                                             12 hours

Consumer motivation: nature, process and sources of consumer motivations. Consumer learning: nature and sources of consumer learning; learning and consumer memory. Consumer perception: nature and process of perception. Personality: nature and types of consumer personality. Consumer personality and brand personality congruence. Consumer attitudes: nature and functions of attitudes; attitude components: component consistency among cognitive, affective and behavioral; Communication strategy for attitude change.

Unit VI Socio-Cultural Influences on Consumer Behavior                         8 hours

Reference group influences: nature and degree of influences, marketing strategies based on reference group influences. Family influences: structure of household, family decision roles, family life cycle. Consumer socialization: how children learn to be consumers. Social class influences: social class hierarchy and consumption behavior in Nepal.  Cultural and sub-cultural influences: nature of culture, cultural dynamism, values, norms, myths. Cross cultural marketing.

Text and Reference Books

Basic Text

Del I. Hawkins, David L. Mothersbaugh, and Amit Mukerjee, Consumer Behavior, McGraw Hill.


  1. Michael R. Solomon, Consumer Behavior, Pearson Education.
  2. David L. Loudon and Albert j. Della Bitta, Consumer Behavior, MeGraw Hill.


Download Syllabus
  • Short Name N/A
  • Course code MKT 441
  • Semester Fifth Semester
  • Full Marks 100
  • Pass Marks 45
  • Credit 3 hrs
  • Elective/Compulsary Compulsary