Courseware_Tri-II_ver8.

COURSE TITLE: CONSUMER BEHAVIOR

COURSE DURATION: 2 hour per week for 10 weeks

COURSE CREDITS: 2

Lecture 1: FOUNDATIONS OF CONSUMER BEHAVIOR

• Customer oriented Marketing
• Consumer Buying Behavior & Decision Making Models
o Influences on buying behavior
o Consumer buying and consumption process
o Consumer decision making models
• Researching the Consumer

Lecture 2: PERSONAL FACTORS

• Demographics: Age, gender, occupation, education
• Economic status and logic
• Needs and motivation
• Level of involvement and kind of decision making
• Psychographics: Personality, lifestyle and self concept

Lecture 3 – 5: INTERPERSONAL FACTORS

• Culture, subculture and value system
• Social Group Influences
o Social class
o Reference groups and opinion leaders
o Family and FLC
o Role and status
• Interpersonal factors and symbolic consumption

Lecture 5 (contd): ENVIRONMENTAL FACTORS ( 1Hr)

• Product offerings and innovations
• Time, place and other factors
• Public policy issues

Lecture 6-8: INFORMATION RECEIPT, PROCESSING AND OUTCOMES

Department of Academics, IIPM New Delhi

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• Stimulus, Exposure and Attention

• Encoding and decoding of message processing: Ability, opportunity and willingness to

process information
• Outcomes of Processing: Comprehension
o Perception
o Learning and comprehension
o Belief
o Attitude formation
o Memory and retrieval
o Habit formation
• Adoption and Diffusion of Innovation

Lecture 9: PURCHASE, CONSUMPTION AND POST-PURCHASE BEHAVIOR

• Problem recognition, types of problems and types of decisions
• Information search
• Evaluation of alternatives
• Choice making and purchase decision
• Consumption and post consumption behavior:
o Consumption and post consumption response
o Consumer care, satisfaction and loyalty

Lecture 10: INDIAN CONSUMING CLASSES

• Indian Market Demographics
o Economic groupings
o Regional clusters
o Age cohorts
o Gender divides
o Population density based segments
• Market Segmentation

Department of Academics, IIPM New Delhi