IILM GRADUATE SCHOOL OF MANAGEMENT GREATER NOIDA Post-Graduate Diploma in Management (Financial Services) (2011-13) Term 4 Course: Consumer

Behaviour 1. Introduction to the Course Consumer behaviour can be understood as both the cause and the effect of marketing. The primary objective of this course is to give the students a grassroots-level understanding of the intricacies of consumer dynamics and the conceptual framework encasing them. Further, this course also tries to help the students understand and appreciate the complexities and complications that are increasingly creeping into the domain of consumer behaviour. The emphasis throughout this course is on trendspotting in terms of emerging forms of consumer behaviour. 2. Course Contents Session 1 Topic People in the marketplace; the complexity and diversity of consumer behaviour; the psychophysical processes inherent in consumer behaviour; the dark side of consumer behaviour -do-doMarket segmentation; conventional and contemporary bases for segmentation; interplay of market segmentation and changing consumer characteristics -do-doConsumers as individuals; perception sensory systems, exposure, attention, interpretation; the dynamics of consumer learning; marketing stimuli as learning cues -doThe strength and direction of consumer motivation; the levels of consumer involvement from inertia to passion; consumption and self-concept; consumer socialisation Lifestyle and psychographics; lifestyle trends consumer behaviour in this millennium

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Attitudes as indices and indicators of consumer behaviour -doConsumers as problem-solvers; information overload; cognitive capacity of consumers -doSituational dimensions of consumer behaviour temporal factors, antecedent states, instore decision-making -doGroup influence and opinion leadership in consumer decision-making; consumer conformity -doThe intimate corporation family decision-making; consumers-in-training children as decision-makers -doSocial stratification and class differences in consumer behaviour -doSub-cultures and consumer identity; cross-cultural dynamics of consumer behaviour -do-

3. Module Pre-requisite A basic understanding of the fundamental concepts of marketing management 4. Module Readings Main Text 'Consumer Behavior' by Leon G. Schiffman and Leslie Lazar Kanuk (Tenth Edition) (Pearson Education) Reference 'Consumer Behavior Buying, Having, and Being' (Seventh Edition) (Pearson Education) 5. Assessment Plan End-term examination (60 marks) Mid-term examination (20 marks) Project (20 marks)