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Programme: PGDM
Batch: 2018-2020
Term: 4
Course Name: Consumer Behavior – MKT6006
Credits: 3 (30 Hours)
Course Instructors: Prof. Utkarsh (Core), Prof. Srinivasa Reddy (Core)
PART 1
INTRODUCTION
The course on consumer behavior provides students with in-depth knowledge of the
fundamentals of consumer behavior with emphasis on the consumer in the marketplace,
consumers as individuals, consumers as decision makers, and consumers as influenced by culture
and subculture. It emphasizes the process of consumer choice and the implications for marketing
efforts in businesses. Organizations are constantly gearing up to assess their customer needs
accurately with an intention to make effective decisions on what markets to target and the
variety of product/service offers to them. Therefore this course, in this rapidly changing market
place, assists managers to have an effective understanding of the current & future needs of the
market place and the related behavioral factors influencing them.
1
COURSE LEARNING OUTCOMES (CLO)
By the virtue of the learnings gained in this course, students should be able to -
CLO 1: Find the predominant changes taking place in the consumer segments, and advise the
firms to proactively tailor-make their marketing approaches (PLG 1)
CLO 2: Formulate a communication strategy and tactic appropriate to the specific customer
segments of the firm (PLG 2)
COURSE CONTENT
Assael’s Model of Consumer Behaviour: Complex Decision Making, Variety-Seeking
Behavior, Brand-loyalty, and Inertial orientations. Learning theories; Theories of low-
involvement decision making & situational decision making.
Consumer Behaviour for the New Marketing: McKinsey model of the New Decision
Journey; Co-creation, online consumer behaviour, and impact of social media.
Perceptions, stimuli selection, organization and interpretation.
Attitude, and marketing strategy. Personality and the theories (Psycho-analytic , Self-
concept, Trait, Fruedian theories relevant to consumers)
Demographics, Social class, Lifestyle, VALS framework; Group and Cultural influences;
Reference groups, Household decision making. Word of mouth, Diffusion processes and
Consumer engagement.
PRESCRIBED TEXT:
Leon G.Schiffman, Joseph Wisenblit and S. Ramesh Kumar (2016), Consumer Behavior, Pearson,
Delhi, 12/E.
POLICY ON PLAGIARISM:
2
Plagiarism is strictly prohibited in this course and any cases identified will be subject to
disciplinary action as per the guidelines mentioned in the PGP Handbook.
b) OTHER ASSESSMENTS
Unit of Weightage
S. No. Evaluation Item Time CLO
Evaluation (%)
After Session -
2 Quiz-2 Individual 10
16
All sessions
5 Class Participation Individual 5
-
3
Pedagogy : Text Chapter
Session Topics Lecture / Case / Pre class / Post class readings readings
No. Simulation etc.
Video on “What
you interact with
1 Introduction to Consumer Consumption: The Pursuit of
influence you”
Behaviour Happiness
Discussion
Consumer decision- a) Low Involvement v/s
making, High Involvement
2 Buying
Five Stage Buying process b) Work and/or Fun-
Discussion 13 (Pg.366 to 382)
Measuring Hedonic and
Utilitarian v/s Hedonic
Utilitarian Shopping
consumption Value
Levels of involvement and
levels of decision-making.
a) Conceptual Models of
Case Discussion How Advertising
3 Case 1: Pluggin In the 13 (Pg.366 to 382)
works?
Consumer: The Adoption of b) Message In Bottle
Electrically Powered
Vehicles in the U.S.
Case-1 Assessment Wt-5%
Learning theory:
Classical Conditioning, Discussion &
Instrumental Video 5
4
Conditioning, Social presentations
learning.
a) The impact of
Low Involvement television
Consumer Behavior: Advertisement
5 Passive Learning, Social Discussion (Krugman’s Theory) 5
Judgement, Elaboration b) The Elaboration
Likelihood Model. Likelihood Model
c) Sherif’s Social
Judgement Theory
d) Consumer Buying
Behaviour (Assael’s
Model)
Quiz-1 Wt-10%
4
Pedagogy : Text Chapter
Session Topics Lecture / Case / Pre class / Post class readings readings
No. Simulation etc.
Video on “What
you interact with
1 Introduction to Consumer Consumption: The Pursuit of
influence you”
Behaviour Happiness
Discussion
Pedagogy : Text Chapter
Session Topics Lecture / Case / Pre class / Post class readings readings
No. Simulation etc.
Qualitative Research –
a) Qualitative Research 3(Pg.86-87)
6 Concept and Application Discussion Methods Overview
Areas
Qualitative Research –
Methodology Case Discussion 15
7 Case 2: Saxonville (Pg.518-520)
Sausage
Case-2 Assessment Wt-5%
Discussion &
Consumer Perceptions; Video
a) Perception is Reality
8 Marketing stimuli & presentation on
b) Analyzing Consumer
characteristics. unconscious 4
Perceptions
processes
Situational Influences in
Decision-Making, Discussion
9 5 (Pg.191 to 197)
Information Acquisition,
and Processing
Consumer Attitude a) Understanding
10 Development and Consumer Attitudes by 6
Change. Discussion Gregory Dean
5
Pedagogy : Text Chapter
Session Topics Lecture / Case / Pre class / Post class readings readings
No. Simulation etc.
Video on “What
you interact with
1 Introduction to Consumer Consumption: The Pursuit of
influence you”
Behaviour Happiness
Discussion
Marketing
12 communications for
Discussion 7
influencing consumer
attitudes
6
Pedagogy : Text Chapter
Session Topics Lecture / Case / Pre class / Post class readings readings
No. Simulation etc.
Video on “What
you interact with
1 Introduction to Consumer Consumption: The Pursuit of
influence you”
Behaviour Happiness
Discussion
Addresse CLO
d by
PLG# Program Level Learning Goal No.
Course?
(Yes / No)
Application of Fundamentals
PLG1 Traits: Demonstrate application of functional / conceptual knowledge Yes CLO 1
to business situations
Integrative Thinking
7
Effective Communication
PLG4 No -
Traits: Demonstrate proficiency in Oral and Written Communication
Ethical Responsibility
PLG5 Traits: Demonstrate awareness and assess impact of ethical behavior No -
on business
Leadership
PLG6 Traits: Demonstrate capability to take leadership role in a business No -
situation
Group Project details (Mini Project P1 and Field Research Project P2) are included in the course pack.
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