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

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.

L-11

Revision

L-12

Individual Determinants of Consumer Behavior :

Overview

L-13

L-14, 15
L-16, 17

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: 2016-17

METHODOLOGY

REF/TEXT
BOOK

Lecture

BB (Pg 05-13)
R1 (Pg 3-17)

Lecture

R1 (Pg 18-27)

Lecture

BB (Pg 434, 426427)

R2 (382-393)

Lecture

BB (Pg 435-439)
R2 (396-426)

Lecture

BB (Pg 439-448)
R2 (Pg 430-445)

Lecture

BB (Pg 448-449)
R2 (448-458)

Lecture

BB (Pg 449-451)
R2 (462-464)

Lecture

R2 (Pg 464-473)

Lecture

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

Lecture

R2 (Pg 156)

Discussion

Lecture

BB (Pg 90-108)
R1 (Pg 36-48)
R2 (Pg 76-84)

Lecture

BB (Pg 161-169)
R1 (Pg 52-61)
R2 (Pg 107-119)

Lecture

BB (Pg 175-188)
R1 (Pg 61-69)

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

R2 (Pg 121-128)

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 and attribution theory
Personality& self concept
Personality theories: Freudian, Neo Freudian, Trait
theory.
Brand personality, framework, colors and their
association, 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-40,41
L-42

L-43
L-44
L-45

Lecture
Lecture

BB (Pg 211-216)
BB (Pg 237-248)
BB (Pg 249-284)
R2 (Pg 188-195)

Lecture
BB (Pg 121-124 )
Lecture

BB (Pg 141-153)
Handouts

Revision
External Determinants of Consumer Behavior
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, gender subcultures
Cross cultural Consumer behavior-cross cultural
consumer analysis
Social Class-social class & status, measurement of
social class & lifestyle profile
Consumer behavior application of social class: Clothing,
fashion, saving etc.
Reference Groups- defining groups, Types, nature and
influence.

Discussion
Lecture

BB (Pg 343-354)
R1 (Pg 162-190)

Lecture

R2 (Pg 269-280)

Lecture

BB (Pg 376-383)

Lecture

BB (Pg 330-333)

Lecture

BB (Pg 335-336)

Lecture

R2 (Pg 296-303)

Conditions of conformity and relative importance

Lecture

R2 (Pg 303-307)

Family Influences & Family life cycle-socialization of

family members, functions & family decision making.

Lecture
Lecture

Stages of Family life cycle

L-38
L-39

Lecture

BB (Pg 198-207)
R1 (Pg 52-61)

BB (Pg 317-322)
R2 (314-320)
BB (Pg 325-326)
R2 (312-313)

Revision
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
Case study Discussion

Lecture
Lecture

BB (Pg 396-411)
R2 (336-344)
R1 (Pg 226-241)
R2 (Pg 374-378)

Lecture

Handouts

Lecture

Handouts

BOOK BANK:

1.

Schiffman L.G. and Kanuk L.L. (2013), Consumer Behaviour, 10th 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

Faculty

Programme Coordinator

Academic Coordinator

Director