GITARATTAN INTERNATIONAL BUSINESS SCHOOL

MASTER OF BUSINESS ADMINISTRATION

COURSE PLAN
CONSUMER BEHAVIOUR MS209

Course Faculty : Dr Uma Gulati/Ms. Prerna Garg/Mr Chirag Malik

Course Code

: MS 209

Course Credits

: 03

Course Duration : 45 (40 +05) Hours

Course Objective: This course aims at enabling students to understand the various aspects
of consumer behavior, the external and internal factors that influence consumer behaviour
and to apply this understanding to the development of marketing strategy.
Evaluation & Feedback (MBA III Semester)
S. No.
1
2
3
4

Evaluation Component
Class Test 1
Class Test 2
PSD
Attendance

Marks
15
10
05
10

Teaching Methodology
The primary method of teaching would be presentations and lecture method with the use of
white boards, making classes more interactive. Conducting Quiz and Organizing activities
would help them gain insights into the subject more effectively. Practical assignments would
further make the study more interesting.

GITARATTAN INTERNATIONAL BUSINESS SCHOOL

MASTER OF BUSINESS ADMINISTRATION
LESSON PLAN
CONSUMER BEHAVIOUR
Programme: MBA
LECTURE
NO.
L-1

L-2

L-3
L-4
L-5
L-6
L-7
L-8
L-9
L-10
L-11
L-12
L-13

L-14, 15
L-16, 17

Semester: III

Paper Code: MS 209

DETAILS OF THE TOPICS/SUB-TOPICS TO BE

COVERED
Introduction to Consumer Behavior
Definition of consumer behavior, development of
marketing concept and discipline of consumer behavior,
The role of consumer research, customer value,
satisfaction, retention
Scope and Relevance of Consumer Behavior Studies
Factors influencing Consumer behavior: Micro factors :
Cultural, social, personal & psychological
Basic Model of Consumer Behavior
Input-process-output, Levels of decision makingextensive problem solving, limited problem solving,
habitual problem solving.
Buying Decision Process- Problem Recognition
,Information search
Buying Decision Process
Evaluation of alternatives-criteria used for brand
evaluation, consumer decision rules.
Outlet selection, purchase decision-trial purchase,
repeats purchase, long term commitment purchases.
Post purchase behavior
Positive disconfirmation of expectations, negative
disconfirmation of expectations
Post purchase Behavior-post purchase cognitive
dissonance
Role of Involvement- level of involvement in purchase
decision, importance and intensity of interest, high
involvement and low involvement purchases.
Types of consumer buying behavior: Complex,
dissonance reducing, habitual, variety-seeking.
Revision
Individual Determinants of Consumer Behavior :
Overview
Motivation & Attention
motivation as a psychological force, the dynamics of
motivation, types and systems of needs, measurement of
motives
Consumer Perception
Elements of perception-sensation, absolute &
differential Threshold, subliminal perception, dynamics
of perception-perceptual selection, organization,
interpretation.
Consumer Imagery product positioning, repositioning,
positioning of services, perceived quality/price, price-

Academic Year: 2015-16

METHODOLOGY

REF/TEXT
BOOK

Lecture

BB (Pg 22-30)
R1 (Pg 3-17)

Lecture

R1 (18-27)

Lecture

BB (Pg 546-547)

Lecture

BB (Pg 552-554)
R2 (396-426)

Lecture

BB (Pg 559-565)
R2 (430-445)

Lecture

BB (Pg 565-566)
R2 (448-458)

Lecture

BB (Pg 567)
R2 (462-464)

Lecture

R2 (464-473)

Lecture

R2 (389-393)
R1 (Pg 44-48)

Lecture

R2 (Pg 156)

UNIT 2
Lecture
Lecture

BB (Pg 103-129)
R1 (Pg 36-48)
R2 (79-84)

Lecture

BB (Pg 172-187)
R1 (Pg 52-61)
R2 (107-119)

Lecture

BB (Pg 190-208)
R1 (Pg 61-69)

quality relationship.
L-18
L-19
L- 20
L-21
L- 22
L-23
L- 24

Consumer Learning-elements of consumer learning,

behavioral learning theories: Classical & Operant
conditioning
Consumer Learning- social learning & cognitive
learning theories, measure of consumer learning
Consumer Attitudes Formation and Change
Structural models of attitudes, attitude formation
Strategies of attitude change, cognitive dissonance
theory, balance theory and congruity theory
Personality& self concept
personality theories: Freudian, Neo Freudian, CAD
theory & consumer diversity
Brand personality, framework, colors and their
asscoiation, self & self image

Lecture

Consumer Values & lifestyles

Lecture

L-25
L- 26
L- 27,28
L-29
L- 30
L-31
L-32
L-33
L- 34
L-35,36
L- 37
L-38
L-39
L-40,41
L-42

L-43
L-44

R2 (120-128)

Revision

Lecture
Lecture
Lecture

BB (Pg 265-245)
BB (Pg 258-272)
BB (Pg 273-284)

Lecture
BB (Pg 136-150)
Lecture

BB (Pg 153-161)
BB (Pg 273-284)

UNIT 3

External Determinants of Consumer Behavior

Discussion

Influence of culture on CB-invisible hand of culture,

culture is learned, culture is dynamic, measurement of
culture
Influence of sub culture- nationality, religious,
geographic, age, sex subcultures
Cross cultural Consumer behavior-cross cultural
consumer analysis
Social Class-social class & status, measurement of
social class & lifestyle profile
Social class mobility, the affluent consumer, middle
class, working class, consumer behavior application of
social class
Reference Groups- defining groups, reference groups,
power of groups
Consumer related reference groups, celebrity & other
reference group appeals
Family Influences & Family life cycle-socialization of
family members, functions & family decision making.

Lecture

BB (Pg 414-421)
R1 (Pg 162-190)

Lecture

BB (Pg 442-467)

Lecture

BB (Pg 479-485)

Lecture
Lecture
Lecture
Lecture
Lecture
Lecture

Stages of Family life cycle

Revision

BB (Pg 172-187)
R1 (Pg 52-61)

BB (Pg 378-390)
BB (Pg 390-406)
BB (Pg 332-333)
R1 (Pg 142-144)
BB (Pg 336-345)
R1 (Pg 144-158)
BB (Pg 352-360)
R2 (314-320)
BB (Pg 363-368)
R2 (312-313)

UNIT 4

Diffusion of Innovation-concept & process

Models of Consumer BehaviorHoward Sheth, Nicosia,Engel Blackwell-Kolat model
Researching Consumer Behavior
Relationship marketing, customization, one to one
marketing.
Online Consumer Behavior
Attitude towards online marketing, online shopping
motivation, online information search, online purchase
intention.
Revision

Lecture
Lecture

BB (Pg 519-531)
R2 (336-344)
R1 (Pg 226-241)
R2 (Pg 374-377)

Lecture

BB (Pg 574-576)

Lecture

Handouts

Case study Discussion

L-45

BOOK BANK:
1.

Schiffman L.G. and Kanuk L.L. (2006), Consumer Behaviour, 9th Edition, Pearson Education, New Delhi.

REFERENCE BOOKS:
1.
2.
3.

Majumdar,R.(2010), Consumer Behaviour: Insights from the Indian Market, PHI Learning Pvt. Ltd., New Delhi
Satish K Batra, S.H.H. Kazmi, Consumer Behaviour:Text & Cases, 2nd Edition, Excel Books, New Delhi
Solomon, Michael R. (2009), Consumer Behaviour: Buying, Having and Being, PHI Learning Pvt. Ltd., New Delhi

JOURNALS, MAGAZINES & NEWSPAPERS:

1
2
3
4
5
6
7

Economic Times
Business and Management Chronicle
Harvard Business Review
Journal of International Marketing
Indian Journal of Marketing
Business world
The Times 100

Faculty

Programme Coordinator

Academic Coordinator

Director