Course Script CB-506MM

Consumer Behavior
BBA V Semester Course Outline

Course Objective
Focus of the course would be on the psychological and sociological elements and their impact on
consumer decision making. The course will help the students take a holistic view of the buyer; it will
help equip them with knowledge of various models and frameworks to help understand buyer behavior
and align the knowledge with formulation of appropriate marketing strategies. The objective is to gain
an understanding of the theoretical and conceptual concepts of buyer behavior and apply them to real
life marketing situations and practices.

Learning Objectives

 At the end of the course the student will have an understanding of the behavior of the
buyer in the marketplace.
 The course will help the students take a holistic view of the buyer; it will help equip them
with knowledge of various models and frameworks to help understand buyer behavior
and align the knowledge with formulation of appropriate marketing strategies.
 The objective is to gain an understanding of the theoretical and conceptual concepts of
buyer behavior and apply them to real life marketing situations and practices.

INSTRUCTOR AND CONTACT INFORMATION

Dr.Vandana Bharti
vandana.bharti@itmuniversity.ac.in

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Office Hours: by appointment Office Hours: 09:00 – 15:00

Tel: (91) 9826276759

COURSE ELEMENTS

Credit Value: 3 Leadership: Yes IT skills: No

Written skills: Yes Participation: Yes Innovation: Yes

Group work: Yes Oral skills: Yes Global view: Yes

COURSE DESCRIPTION
How does who do what and why? The field of consumer behavior attempts to explain and predict the
ways in which consumers think and behave in given situations. How do consumers interpret advertising
information? Why do people buy? Why not? Who and what are consumers relying upon for
information? How can marketers predict behaviors from attitudes? How do consumers make decisions?
How do we consume and dispose of products? To answer these questions, consumer behavior draws
heavily on the disciplines of psychology, economics, sociology and anthropology. In this course, you
will survey the relevant theory and learn how to apply these concepts to real world marketing situations.

LEARNING OUTCOMES

Upon completion of this course, students will be able to complete the following key tasks:

 understand current psychological, sociological and anthropological theories that provide insight
into consumer behavior;
 recognize which theoretical concepts are relevant to a particular decision-making context (such
as a case study or discussion question), demonstrate clearly how these principles apply, and
provide responses that are supported with evidence;
 be able to apply theory to address real world marketing problems.

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REQUIRED COURSE MATERIALS AND READINGS

Schiffman and Kanuk, Consumer Behaviour, Pearson Education.

Michael R. Solomon, Consumer Behaviour- Buying, Having and Being, Prentice Hall of India.

OPTIONAL COURSE MATERIALS AND READINGS

David L. Loudon & Albert J. Della Bitta, Consumer Behaviour, McGraw Hill .
Roger D. Blackwell, Paul W. Minard and James F. Engel, Consumer Behaviour, Thompson South
Western.

EVALUATION- Components and Weights

Mid Term End-Term Class Participation

30 % 40% 30%

Communication and Feedback

Students that are uncomfortable in directly approaching an instructor regarding a course concern may
choose to send a confidential and anonymous email to the respective Area Chair at:

http:// www.itmuniversity.ac.in

Class Participation and Case Discussion (10%)

This is primarily an activity and cases based course, which means that most class sessions will involve
the discussion of specific case situations. These cases will describe real organizations. Through
analysis and discussion in class, you will learn to better understand the nature of International Business
and its functioning. Lectures and assigned readings will provide the theoretical framework with which

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to read and evaluate the cases. You may be called (at random) at any time during class to contribute to
or critique the on-going discussion. Therefore, you will be expected to come to class well prepared to
discuss and ask questions about all assigned chapters and cases (and case questions).

Consumer Analysis Project

The primary objective of this project is to let you understand the relevance of consumer behavior
research to an organization. The focus of this project is to apply the consumer behavior concepts learnt
in class to a specific marketing problem facing a brand or an organization that you are familiar with. The
final report will consist of 4 main sections which are described below.
Content of Your Written Report
(1) Executive Summary -The Executive Summary section, in less than 1 page, summarizes the key
points in your report. A good summary will let your readers know the context and focus of your analyses
and your final recommendations or comments.
(2) Introduction or background -Identify a marketing problem: You should regard your team as the
consultants hired by the company to carry out consumer research. Identify a specific marketing problem.
Past experience has strongly indicated that the more specific your problem statement is, the better and
more insightful your analysis will be. For example, a broad definition of your question can be, “a
fairness cream company wants to explore new market”. A narrower and more specific question that can
be successfully addressed within 10 pages would be “A fairness cream company wants to explore the
market of male users of cream in India”.
(3) Consumer Analysis -Conducting primary research: Use a form of primary research to gain
information on the understanding of the consumer. This may involve observation research, a focus
group, interviews, etc. Describe your method and findings in brief. The models of consumer behavior
should be used to explain the buying behavior of the consumers.
(4) Recommendations - In the final session, based on the secondary and primary research you conduct,
write 3- 4 pages of recommendations or solutions. The recommendations should address the marketing
problem you identified. You can also suggest how your recommendations could be implemented.
Presentation
The presentations are expected to take approximately 30 minutes each, including Q & A. Due to the
time limit we have, you have to stop when time is up. It is up to the groups to decide how long they want
for Q & A.

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Course Schedule – Consumer Behavior

Lecture Topics Reading & Assignment

Lecture 1 Meaning and Significance of Reading: S & K Chapter 1

consumer behaviour,

Lecture 2 Determinants of consumer Reading: S & K Chapter 1

behaviour,

Lecture 3 Consumer behaviour vs. Reading: S& K Chapter 1

buyer’s behaviour,

Lecture 4 Consumer buying process Reading: S & K Chapter 2

Lecture 5 Consumer movements in India. Reading: S & K Chapter 2

Lecture 6 Organisational Buying Reading: S & K Chapter 2

Behaviour and Consumer
Research:
Characteristics and Process
of organizational buying
behaviour,

Lecture 7 Determinants of Reading: S & K Chapter 4

organizational buying
behaviour,
Lecture 8 Determinants of Case: Himalaya Herbal Toothpaste: Category and
organizational buying Brand Involvement in an Emerging Market
behaviour, (Harvard)

Lecture 9 Case Presentation

Lecture 10 History of consumer Reading: S & K Chapter 3

research and Consumer
research process.

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Lecture 11 Consumer Needs and Reading: S & K Chapter 4

Motivations:
Meaning of motivation,
Needs and Goals,
Lecture 12 Dynamic nature of consumer Reading: S & K Chapter 6
motivation,

Lecture 13 Types and systems of Reading: S & K Chapter 6

consumer needs,
Lecture 14 Measurement of motives Reading: S & K Chapter6

Lecture15 Development of motivational Reading: S & K Chapter 6

research.

Lecture16 Personality and Reading: S & K Chapter 8

Consumer Behaviour:
Concept of personality,
Lecture 17 Theories of personality, Reading: S & K Chapter 8

Lecture18 Theories of personality, Reading: S & K Chapter 8

Lecture19 Theories of personality, Reading: S & K Chapter 8

Lecture 20 Personality and Reading: S & K Chapter 8

understanding consumer
diversity,
Lecture 21 Self and self- images. Reading: S & K Chapter 9

Lecture22 Social Class and Reading: S & K Chapter 10

Consumer Behaviour:
Meaning of social class,
Lecture23 Measurement of social Reading: S & K Chapter 10
class,
Lecture24 Lifestyle profiles of the social Reading: S & K Chapter 10
class,

Lecture 25 Lifestyle profiles of the social Reading: S & K Chapter 10

class,

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Lecture 26 Social-class mobility, Reading: S & K Chapter 10

Lecture27 Affluent and Non-affluent Reading: S & K Chapter 10

consumer,
Lecture 28 Affluent and Non-affluent Reading: S & K Chapter 10
consumer,
Lecture 29 Selected consumer Reading: S & K Chapter 11
behaviour applications of
social class.
Lecture 30 Selected consumer Reading: S & K Chapter 11
behaviour applications of
social class.

Case Questions

Case : Himalaya Herbal Toothpaste: Category and Brand Involvement in an Emerging Market

Q.1 What are the major findings about the involvement levels of consumers in the oral care category that
can be understood from the participants responses regarding their habits and practices with respect to the
category?

Q.2 How many respondents exhibit high/low involvement with regard to the oral care category, and
express high/low cognitive and affective associations with regard to each of the brands? How are the
involvement levels associated with each of the brands?

Q.3 What kind of recommendations would you provide to Himalaya brand after taking into
consideration the responses?

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