Consumer Behaviour Notes
Download free chapter-wise PDF study materials, module summaries, and revision notes for Consumer Behaviour (COM2MN107) under Calicut University FYUGP. COM2MN107 - Consumer Behaviour study notes and resources.
Consumer Behaviour Chapter-Wise Notes & PDF Downloads
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About Consumer Behaviour (Calicut University BCom Sem 2)
Consumer Behaviour (COM2MN107 • 4 Credits • 75 Hours) constitutes an essential academic pillar of the Bachelor of Commerce curriculum under the University of Calicut Four-Year Undergraduate Programme (CUFYUGP Regulations 2024 / 2025). The course delivers comprehensive instruction in core commercial theories, statutory regulatory environments, and practical corporate workflows. Undergraduates transition from introductory commercial overviews to rigorous operational analysis, examining how modern financial enterprises, commercial establishments, and regulatory authorities formulate policies, ensure statutory compliance, and optimize resource allocations. The curriculum integrates historical administrative and financial doctrines with contemporary market realities, exploring quantitative modeling, legal jurisprudence, and computerized financial reporting systems. Through structured case studies, problem-solving workouts, and theoretical evaluations, scholars cultivate the analytical competence required for corporate accounting, financial consultancy, banking services, and higher research in commerce. The subject is evaluated under a 100-mark assessment model consisting of Continuous Internal Evaluation (30 Marks) and the university End-Semester Examination (70 Marks).
Consumer Behaviour Module-by-Module Curriculum Breakdown
Official syllabus unit modules prescribed by the University of Calicut FYUGP framework:
An overview of Consumer Behaviour
Examines the foundational theoretical architecture and operational frameworks of An overview of Consumer Behaviour within Consumer Behaviour. Key curricular components include 1 Definition- objectives and scope of consumer behavior. 2 2 The importance of studying consumer behavior in marketing 2 3 Consumer Decision-Making Process 2 4 Purchase decision and post-purchase behavior. 2 Modul e Unit Content Hrs II Elements of Consumer Behaviour 12 267 Page 268 of 369 -- 268 of 369 -- 1 Factors aff. Coursework emphasizes statutory regulatory compliance, analytical evaluation, and structured problem-solving methodologies prescribed under Calicut University FYUGP regulations. Undergraduates develop competencies in contrasting theoretical perspectives, interpreting institutional practices, and addressing practical commercial scenarios evaluated in external university examinations.
Models of consumer Behaviour
Examines the foundational theoretical architecture and operational frameworks of Models of consumer Behaviour within Consumer Behaviour. Key curricular components include 1 Approaches of Consumer behavior 2 2 Challenges in predicting consumer behavior 2 3 Models of Consumer behavior 2 4 Sheth Family Decision making model- Nicosia Model 2 5 Engel-Kollat- Back well model- Black Box model 2. Coursework emphasizes statutory regulatory compliance, analytical evaluation, and structured problem-solving methodologies prescribed under Calicut University FYUGP regulations. Undergraduates develop competencies in contrasting theoretical perspectives, interpreting institutional practices, and addressing practical commercial scenarios evaluated in external university examinations.
Consumer Protection
Examines the foundational theoretical architecture and operational frameworks of Consumer Protection within Consumer Behaviour. Key curricular components include 1 Consumer Rights and Responsibilities. 2 2 Consumer Protection Act 1986 3 3 Unfair and Restrictive Trade Practices 2 4 Three tier mechanism of consumer grievances 3 5 Consumer Protection Council 3 6 Plaintiff and Complainant 2 V Open-ended module for practical exercises 30 Recommended to implement the following: 1 Fac. Coursework emphasizes statutory regulatory compliance, analytical evaluation, and structured problem-solving methodologies prescribed under Calicut University FYUGP regulations. Undergraduates develop competencies in contrasting theoretical perspectives, interpreting institutional practices, and addressing practical commercial scenarios evaluated in external university examinations.
Consumer Behaviour Core Curriculum & Key Topics
- Concept, scope, importance, and evolution of consumer behaviour research in commercial strategy
- Consumer decision-making stages: problem recognition, information search, alternative evaluation, purchase, and post-purchase
- Types of consumer buying decisions: routine response, limited problem solving, and extensive problem solving
- Consumer motivation: Maslow's hierarchy, McClelland's acquired needs, and drive reduction theory
- Consumer perception: sensory thresholds (absolute vs differential threshold - Weber's law), perceptual selection, and distortion
- Consumer learning and memory: classical conditioning (Pavlov), operant conditioning (Skinner), and cognitive learning
- Consumer attitudes: tri-component attitude model (cognitive, affective, conative), multi-attribute models, and attitude change
- External influences: family life cycle stages, family buying roles (initiator, influencer, decider, buyer, user)
- Reference groups: aspirational, dissociative, and membership groups; opinion leadership and word-of-mouth dynamics
- Post-purchase evaluation: customer satisfaction, post-purchase cognitive dissonance, and brand loyalty development
Consumer Behaviour Learning Outcomes
- Map consumer buying stages across low-involvement convenience goods and high-involvement durable assets.
- Apply Weber's Law to determine optimal product price revisions and package size alterations.
- Design behavioral learning and conditioning campaigns to establish brand recognition and recall.
- Analyze consumer attitudes using the tri-component attitude model to guide promotional repositioning.
- Identify family decision-making dynamics and reference group influences on product adoption.
- Mitigate post-purchase cognitive dissonance through effective post-sale customer communication.
Calicut University Examination Scheme for Consumer Behaviour
The evaluation framework for Consumer Behaviour (COM2MN107) under Calicut University FYUGP regulations combines Continuous Internal Evaluation (30 Marks) with the university End-Semester Examination (70 Marks) for a total of 100 Marks:
Objective and definitional questions assessing foundational terms, terminology, and core principles across all syllabus modules.
Paragraph-style conceptual questions requiring theoretical models, comparative explanations, and structured illustrative diagrams.
In-depth essay and workout problems requiring comprehensive synthesis, case study evaluation, or numerical problem-solving.
Consumer Behaviour Exam Preparation Tips
Under Calicut University FYUGP regulations, the end-semester theory examination for Consumer Behaviour (COM2MN107) carries 70 Marks (2 or 2.5 hours duration) evaluated across three structured sections: Part A Conceptual Definitions (Short Answers): Prepare concise, textbook-precise definitions for core terminology, statutory clauses, and operational metrics. Write 2 to 3 focused sentences for each prompt and provide one clear illustrative example. Avoid conversational phrasing. Part B Analytical Paragraphs (Models & Typologies): Focus on structured comparative explanations, classification typologies, and step-by-step procedures. Structure responses with numbered subheadings, draw labeled diagrams where applicable, and construct comparative tables with explicit basis-of-distinction columns. Part C Comprehensive Essays & Workout Problems: Follow a formal five-part structure: (1) Conceptual Introduction & Scope, (2) Detailed Theoretical Exposition or Step-by-Step Numerical Computation, (3) Labeled Schematic Diagram or Accounting Ledger Accounts, (4) Statutory / Practical Industry Evaluation, and (5) Concluding Managerial Appraisal. Ensure all ledger balances or formula substitutions are neatly highlighted with double underlines.
Frequently Asked Questions - Consumer Behaviour
How does Weber's Law of Just Noticeable Difference (JND) apply to commercial pricing and packaging?
Weber's Law states that the stronger the initial stimulus, the greater the additional change needed for the difference to be noticed. Marketers keep negative changes (price increases or slight reductions in product quantity) below the JND so consumers do not notice, while making positive improvements (discounts, bonus quantities, improved packaging) well above the JND to ensure immediate consumer perception.
What is Post-Purchase Cognitive Dissonance, and how do marketers help buyers resolve it?
Cognitive dissonance is psychological discomfort or doubt experienced by a consumer after making a major purchase, questioning whether they made the right choice over competing alternatives. Marketers reduce dissonance by sending congratulatory post-purchase messages, providing clear instruction manuals, offering warranties, and running ads confirming the product's superior qualities.
What are the three components of the Tri-Component Attitude Model?
The three components are: Cognitive component (the consumer's beliefs, knowledge, and perceptions about a brand acquired from experience and information), Affective component (the consumer's emotional feelings and overall favorable/unfavorable evaluation of the brand), and Conative component (the consumer's likelihood or behavioral intention to purchase the brand).
How do Family Buying Roles influence household purchasing decisions?
Family purchasing involves five distinct roles: Initiator (first suggests buying the product), Influencer (provides product specs or criteria), Decider (makes the final choice on brand or budget), Buyer (conducts the financial transaction), and User (consumes the product). Effective advertising targets the specific role holding decisive influence.
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