COURSE OUTLINE
COURSE NAME: CONSUMER BEHAVIOUR
COURSE CODE: MBMK6008
Programme
Academic Session
Semester
Credits
No of Sessions
Prerequisite
MBA
2023-24
IV
3
45
MARKETING MANAGEMENT
Programme educational objectives (PEOs):
PEO1
PEO2
PEO3
Graduate will grow personally and professionally to be successful in
dynamic business environment globally.
Graduate will lead with creative, analytical and entrepreneurial skills to
help organizations achieve a competitive advantage.
Graduate will contribute as socially and ethically responsible citizen or
the sustainable development of environment and society at large.
Programme Outcomes (POs):
PO1
PO2
PO3
PO4
PO5
PO6
PO7
PO8
Apply knowledge of management theories and practices to solve
business problems.
Foster analytical and critical thinking abilities for data-based decision
making.
Ability to develop Value based Leadership.
Ability to understand, analyze and communicate global, economic,
legal, and ethical aspects of business.
Ability to lead themselves and others in the achievement of
organizational goals, contributing effectively to a team environment.
Ability to conduct investigation of complex problems using modern
tools and techniques.
Apply the various forms of business communication, supported by
effective use of appropriate technology, logical reasoning, articulation
of ideas.
Apply innovative ideas and knowledge of business project
management principles as an entrepreneur/team member/ team
leader to develop and manage projects in multidisciplinary
environments.
Course Overview
This course aims at enabling students to understand the various aspects of consumer
behaviour, the external and internal factors that influence consumer behaviour and to
apply this understanding to develop marketing strategy.
The course aims to implore consumer insight – by understanding of the needs and wants
which exist as conscious thought and the deeper, sub-conscious motives that drive
human behaviour at an implicit level. The course is developed around a model of human
cognition consisting of sequential mental processing steps (e.g., awareness,
interpretation, attitude, etc.) that intervene between the marketing mix (input) and
purchase behaviour (output).
Based on the conceptual framework, the course covers the major topics of consumer
behaviour using a mix of large cases, mini-cases, experiential exercises and lectures to
advance these concepts.
Course Objectives
To apprise students with the basic tenets of Consumer Behavior along-with the factors
influencing it as well as the practical application so as to formulate successful strategies
in the competitive business eco-system
Course Outcomes
CO1 Explain the concepts and techniques of consumer behavior that drive the buying
decision. (K2)
CO2 Analyze the psychological dimensions of consumer behavior and apply to formulate
effective marketing strategies. (K4)
CO3 Develop effective communication programs to persuade consumer to buy specific
product. (K6)
CO4 Evaluate the influence of motivation, perception, family, social class and cultural
aspects on consumer buying behavior for designing suitable marketing programs.
(K5)
CO5 Apply consumer behaviour models and related research in order to actuate enablers
influencing consumer purchasing patterns. (K3)
CO-PO Matrix
CO/PO
CO1
PO1
3
PO2
PO3
1
CO2
2
3
2
CO3
2
2
2
2
2
CO4
PO4
1
PO5
2
PO6
PO7
1
PO8
1
3
2
3
2
1
2
CO5
3
2
2
2
2
2
Unit-1: Introduction to Consumer Behaviour
9 lecture hours
Introduction to Consumer Behaviour, technology driven consumer behaviour, the Changing
Patterns of Consumer Behaviour, consumer value, satisfaction and retention, Consumer
decision making, Dimensions of Consumerism, Organisational Buying Behaviour, Use of
Market Segmentation in Consumer Behaviour, behavioural targeting, perceptual mapping
and positioning, repositioning.
CASE STUDY:
A case study on consumer buying behaviour towards selected FMCG products- IJSRM
Unit-2: Consumer Psychology
9 lecture hours
Consumer motivation and personality, the dynamics of motivation, nature and theory of
personality, personality traits and consumer behaviour, product and brand personification,
consumer perception, consumer learning, consumer attitude formation and change
CASE STUDY:
Kellogg's Indian Consumer Experience – Marketing management Indian cases, Pearson
Unit-3: Communication and Consumer Behaviour
8 lecture hours
Persuading consumers, communication process, designing persuasive messages, measures
of message effectiveness, print and broadcast advertising to social and mobile media,
reference group and word of mouth.
CASE STUDY:
Customer Value – Explored, Created, Communicated & Delivered related to India’s ecommerce market – Marketing management Indian cases, Pearson
Influence of advertising on consumer buying behaviour: case study of forever living
cosmetics products - Researchgate
Unit-4: Determinants of Consumer Behaviour
9 lecture hours
Individual Determinants: Motivation; Attention, Perception and Consumer Imagery;
Learning and Memory; Personality and Self Concept; Consumer Attitudes – Formation and
Change; Consumer Values and Lifestyles
External Determinants: Family social standing, family lifecycle, social class and consumer
behaviour, cultural influence on consumer behaviour, cross cultural consumer behaviour.
CASE STUDY:
Consumer Behaviour-Its Wide Facets and Deep Implications – Marketing management
Indian cases, Pearson
Determinants of personal factors in influencing the buying behavior of consumers in sales
promotion: a case of fashion industry
Unit-5: Consumer Decision Making and Consumer Research
10 lecture hours
Consumer decision making models, diffusion and adoption of innovation, Dimensions of
Consumer Research, process of consumer research, ethics and social responsibility
CASE STUDY:
Baron-Rewriting Indian Consumer Electronic Goods Marketing: Shaking the Market (ICMR)
Adoption of Innovation- EV : Economics times
Prescribed Text Book
Schiffman, L. G., & Kanuk, L. L. (2009). Consumer Behaviour. Harlow, England:
Prentice Hall.
2. Solomon, M., Russell-Bennett, R., & Previte, J. (2012). Consumer behaviour. Pearson
Higher Education AU.
1.
Reference Books
Majumdar, R. (2010). Consumer behaviour: Insights from Indian market. PHI Learning
Pvt. Ltd.
2. Ramesh, K. (2008). Conceptual Issues in Consumer Behaviour, The Indian Context.
Pearson Education India.
3. Posavac, S. S. (2015). Cracking the Code: Leveraging Consumer Psychology to Drive
Profitability: Leveraging Consumer Psychology to Drive Profitability. Routledge.
4. Kumar, S. R. (2017). Consumer behaviour: the Indian context (Concepts and Cases).
Pearson Education India.
1.
FULL CASES to be pasted here:
,
Haldiram’s Getting
the 4Ps Right.pdf
(Module 1)
Kellogg's Indian
Fair and Lovely
Consumer Experience.pdf
Creating Demand.pdf
(Module 2)
Customer Value –
Explored.pdf
The_role_of_social_m
INFLUENCE OF
edia_marketing_in_consumer_beh.pdf
ADVERTISING ON CONSUMER BUYING BEHAVIOUR CASE STUDY OF FOREVER LIVING COSMETICS PRO
(Module 3)
Customer
Consumer
Determinants of
Loyalty.pdf
Behaviour
Its Wide
Facets and
Deep Implications.pdf
personal factors in influencing
the buying
behavior
of
consumers
in sales promotion a case of fashion industry.pdf
(Module 4)
Adoption of
ICMR India- Baron
InnovationElectric vehicle.pdf
(Indian Consumer Electronic
Goods MarketingShaking the Market).pdf
(Module 5)
CB- 9 Case
Studies.pdf