DR MPS GROUP OF INSTITUIONS
COLLEGE OF BUSINESS STUDIES, AGRA
INSTRUCTIONAL PLAN (MODIFICATION PROPOSED – SUBJECT TO STUDENTS PARTICIPATION
AND INTERACTION)
ALLOCATED LECTURES ARE BASED ON STUDENT INTERACTION AND PARTICIPATION.
SESSIONS REQUIRED MAY VARY, DEPENDING ON CLASS ATTENDANCE AND STUDENT
INVOLVEMENT.
LAST SESSION TOOK 45 LECTURES TO COMPLETE THE SYLLABUS.
Semester III: _Aug 2015
NMBA MK01: CONSUMER BEHAVIOUR AND CUSTOMER LOYALTY
Textbook: (Book Bank – Given to Student)
1. Customer Loyalty, A. K. Rai, McGraw Hill.
Other specific books: (Reference)
1. Consumer Behaviour, Leon G schiffman
2. Consumer Behaviour, Dr. S. L. Gupta & Sumitra Pal
3. Consumer Behaviour, Michael R. Solomon
4. Consumer Behaviour, Dr. Mayank Jain, SBPD
Course Objective: Objective of this course on Consumer Behavior and Customer Loyalty is to present a
comprehensive coverage of the subject with examples from the Indian Scenario. This course also challenges students
to understand the complexities of consumer needs and perceptions and translate them into effective Marketing
Strategies. The course will be focusing on real life case-studies from Indian environment.
Detailed Plan for Lectures.
Lecture
No.
Each
Lecture of
min. 45
minutes
duration
1
2-3
4-6
Topic
Chapters/
Sections of
Textbook/
other
reference
Assignment/
Task to be
assigned to
students
DOA
UNIT I
Overview of Consumer Behaviour, Understanding
Consumer Behaviour- Meaning and Concept of
Consumer and Customer
Consumer Learning:
 Elements of consumer learning
 Learning theories
Consumer Models:
 Economic model
 Psychoanalytic model
 Sociological model
 Howard & Seth model
 Nicosia model
DOS
Pedagogical aid
Demonstration/
case study/
images/
animations etc
Ch 1 Ref
1
Ch 7 Ref
1
Ch 3 Ref
1
PPT demonstration
in class
1
7
8
9-10
11-12
13-15
16
17-18
19-20
21-22
23-26
27-28
29-30
31-33
 Engel-kollat-Blackwell model
Concept of Consumer Decision
Levels of Consumer Decision Making
 Extensive problem solving
 Limited problem solving
 Routinized response behaviour
Consumer Decision Making Model:
 Input
 Process
 Output
Changing Indian Consumer Behaviour
Drivers of Change
Changing Consumer Trends
Rural Consumer Behaviour
New Consumption Patterns
Organisational Buying Behaviour
UNIT II
Concept of Culture
The measurement of Culture:
 Content analysis
 Consumer fieldwork
 Value measurement instruments
Indian Core Values
Cultural aspects of emerging markets
Demographics
Lifestyles
Psychographics
Values and Value Systems
Impact of Values, Lifestyles and Psychographics on
buying behaviour.
Role of reference groups
Effect of reference groups on consumer decision
making
Celebrity endorsements
UNIT III
Meaning and definition of customer loyalty
Significance of Customer Loyalty
Customer Loyalty Ladder
Loyalty Principles
Benefits of Customer Loyalty
Customer Loyalty and its relationship with customer
satisfaction
Customer Retention and Brand Loyalty
Factors affecting customer loyalty formation
Rai Srivastava model of customer loyalty formation
Drivers of Customer Loyalty
UNIT IV
Characteristic Features of Behavioural Loyalty,
Attitudinal Loyalty and Cognitive Loyalty
Role of Customer Loyalty outcomes in business
decisions, Significance of Customer Loyalty for
Marketers,
Relationship Influencers of Customer Loyalty
including factors mediating customer loyalty
relationship with other relationship influencers
Ch 16
Ref 1
Case study: Pals
buy a food
processor
Ch 16
Ref 1
Ch 15
Ref 1
PPT Demonstration
in class
Ch 13
Ref 3
A video for
understanding rural
consumer
behaviour
Ch 12
Ref 1
Case study: Cross
cultural effect on
Indian food habits
Ch 3, 12
Ref 1
Ch 10
Ref 1
A1
After
3 days
Ch 1
Ch 3
Ch 7
Ch 8
Ch 8
Ch 10
2
34
Ch 2
Customer Affinity, Customer Engagement
39
40-41
UNIT V
Measuring Customer Loyalty
Customer Loyalty measurement models:
 Reflective model
 Formative model
Customer Loyalty measurement scales:
 Behavioural Intentions Battery
 Net Promoter Score
 SERVLOYAL
 Secure Customer Index
 Antecedents based approach
Influence of Service Quality on Customer Loyalty
Customer Loyalty in Retail Industry
42-44
45
Customer Loyalty in Banking and Insurance Industry
Customer Loyalty Application in Aviation Industry
35-38
Ch 9
Ch 11
Ch 12
Ch 14, 15
Ch 13
A2
After
3 days
PPT demonstration
PPT demonstration
PPT demonstration
Details of Assignments Planned:
Assignment
Details
Expected outcome
No.
1.
Study the effect of reference group on consumer
Application of the concepts
behavior
2.
Conduct a study of existing organised apparel retail
stores and make a comparison of their loyalty
programmes. Which one do you think is the most sound Application of the concepts
based on the principle of building loyalty among
customers?
Scheme for Class Assessment: (out of 50):
Assessment Criteria
Marks
Class Test
30
Attendance
10
Teacher Assessment
10
List of suggested topics for term paper (Student to spend about 10 hrs on any one specified assignment)
S.
No.
Topic
1
Locate examples (e.g. advertisement, article etc.) depicting practices that are consistent with the
societal marketing concept and examples of business practices that contradict this concept. Explain
your choices.
2
Discussion- How does a family influence the consumer socialization of children? What role does
television advertising play in consumer socialisation?
3
Is there likely to be a difference in personality traits between individuals who readily purchase foreign
made products and those who prefer India-made products?
3