AKTU Consumer Behaviour and Neuro Marketing (BMBMK01) Syllabus PDF – MBA 3rd Semester

Course Objectives: The objective of this course is to:

• Understand the fundamental concepts, theories, and models of consumer behaviour and their relevance in marketing decision-making.
• Analyze the psychological, personal, social, and cultural factors influencing consumer decision-making.
• Examine consumer behaviour across digital platforms and modern consumption contexts.
• Understand the principles, techniques, and applications of neuromarketing in analyzing consumer behaviour.
• Evaluate the ethical and legal considerations related to neuromarketing and consumer influence.
• Apply consumer insights and neuromarketing tools to develop evidence-based marketing strategies.

Unit 1 (5 Hours)

Introduction: Consumer Behavior & the Marketing Mix, Consumer Goals, Consumer Decision Making Process: Need Recognition, Search for information, Pre purchase evaluation of alternatives, Purchase, Consumption, Post consumption Evaluation & Divestment, Interruption in buying process & their effects, Customer involvement, Consumer Journey through the World of Technology.

Unit 2 (8 hours)

Psychological factors: Perception, learning, motivation, attitude formation and change, personality, and lifestyle. Personal factors: Demographics, life cycle, occupation, and income.

Social factors: Family, reference groups, roles and status. Cultural factors: Culture, sub-culture, cross-cultural consumer behaviour. Consumer involvement and buying decision process (complex, habitual, variety-seeking). Organizational buying vs individual buying behaviour. Case Studies and Industry Applications.

Unit 3 (8 hours)

Consumer Behaviour in Digital Age Online and mobile consumer behaviour, Influence of social media, peer reviews, and digital communities. Role of AI, machine learning, and big data in understanding consumers. Behavioural targeting and personalization strategies.

Consumer privacy and data protection in digital marketing. Emerging trends in digital consumption patterns. Case Discussions and Industry Practices.

Unit 4 (8 hours)

Introduction to Neuromarketing: Meaning and scope of neuromarketing. Principles of neuroscience relevant to marketing: Brain functions, emotions, and decision-making.

Neuromarketing techniques: Eye-tracking, fMRI, EEG, biometrics, facial coding. Applications of neuromarketing in advertising, branding, packaging, and pricing strategies. Benefits and limitations of neuromarketing. Ethical issues, criticisms, and regulatory frameworks related to neuromarketing.

Case Studies.

Unit 5 (7 hours)

Consumer Behaviour and Neuromarketing Strategies: Translating consumer insights into marketing strategy. Designing customer experiences using neuromarketing findings. Sensory marketing and subconscious consumer triggers. Role of neuromarketing in retail, FMCG, luxury brands, and service sectors. Developing integrated consumer behaviour and neuromarketing strategies for real-world challenges. Case Study.

Course Outcomes

Suggested Readings

1. Schiffman, L. G., & Wisenblit, J. (2020). Consumer Behavior, Pearson.
2. Solomon, M. R. (2022). Consumer Behaviour: Buying, Having, and Being, Pearson.
3. Lindstrom, Martin (2009). Buyology: Truth and Lies About Why We Buy, Crown Business.
4. Majumdar, Ramanuj (2010). Consumer Behaviour: Insights from Indian Market, PHI Learning.
5. Morin, Christophe (2022). The Science of Customer Connections: Manage Your Message to Gain and Retain Customers, Wiley.
6. Lee, Darren Bridger (2015). Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain, Kogan Page.
7. Kumar, S. R. (2015). Consumer Behaviour: The Indian Context (Concepts and Cases), Pearson India.
8. Nair, Suja R. (2018). Consumer Behaviour in Indian Perspective, Himalaya Publishing House.