GITAM INSTITUTE OF MANAGEMENT GITAM UNIVERSITY

COURSE OUTLINE *************************************************************************** Faculty: Dr.M.Jyothsna Programme: MBA Subject: Consumer Behaviour Course Duration: 24th June 2013 to 23th September 2013 Trimester: IV Trimester Academic Year: 2013-14 Course Code: MPRBA- MM 402: Credits: 3 *************************************************************************** INTRODUCTION: This course is designed to enhance your understanding and appreciation of the focal point of all marketing / business activities the consumer. The course facilitates your learning of how consumers behave in order to acquire and dispose products and services. Knowledge of buyer behavior is fundamental and forms the basis for all marketing and business activities. Whether or not you are seeking a marketing career, knowledge of the "whys" and "hows" of buyer behavior is paramount to understanding business. COURSE OBJECTIVE: a) This course is designed to enhance your understanding and appreciation of the focal point of all marketing / business activities the consumer. b) The course facilitates your learning of how consumers behave in order to acquire and dispose products and services. c) Analyzing the dynamics of behavior.

Learning objectives in this class can be accomplished by a combination of tasks including: Studying content from textbook chapters, class discussion notes, and assigned articles. Participating in class discussions and completing active learning activities& other course assignments; Relating course content to the real world environment; Visiting the textbook companion site( bp_schiffman_cb_10) and completing activities that enhance your learning.

SESSIONS NO. 1 2 3 4 5 6

Topic Unit 1 Introduction to Consumer Behaviour Determinants of Consumer Behaviour Consumer and Marketing Strategy Inter Approach

Instruction Method Lecture Lecture Article Based

Book Chapter1 pages 1-20 Chapter1 pages 1-20

Disciplinary Lecture Discussion in class and assignment. Lecture/ Activity

Chapter1 pages 1-20

Profile of the Indian Consumer Unit 2 Nature of Perception

Chapter6 pages 158-193 Chapter 4 pages 88-116 Chapter 4 pages 88-116 Chapter 5 pages 118-147 Chapter 5 pages 118-147 Chapter 5 pages 118-147

7 8 9

Motivation Motivation Personality Personality

Lecture/Activity Lecture/Activity Lecture Lecture/Activity Lecture/Activity

10 11 12 13

Emotion Student Presentations/ Case Studies Student Presentations/ Case Studies Revision of two units Unit 3 learning and Consumer BehaviourBehavioural Learning Theories Classical Conditioning Instrumental Conditioning Cognitive Learning Involvement Theory

Lecture

Chapter 7 pages 196-229 Chapter 7 pages 196-229 Chapter 7 pages 196-229 Chapter 7 pages 196-229 Chapter 7 pages 196-229

14 15 16 17

Lecture Lecture Lecture Lecture

18

Unit 4

19 20

21

22 23 24

Unit 5

Attitude Measurement And Change, Social & Cultural Factors Self Concept and Lifestyle Marketing Influence of Social and Cultural Factors on Consumer Behaviour Cross-Cultural Variations in Consumer Behaviour. Consumer Decision Process Consumer Decision Process Organisational Buying Process

Lecture

Chapter 8 pages 232-2265 Chapter 5 pages 148-154 Chapter 10 pages 321-338 Chapter 11pages 340-368 Chapter 5 pages 148-154 Chapter 5 pages 148-154 C.B &Advertisement Management Pages 197-206 C.B &Advertisement Management Pages 197-206

Lecture/Activity Lecture

Lecture

Lecture Lecture/Activity Lecture

25

Organisational Buying Process

Lecture

26 27 28 29 30

Student Presentations/ Case Studies Student Presentations/ Case Studies Revision-Excercises in consumer behaviour Revision-Excercises in consumer behaviour Revision-Excercises in consumer behaviour

Pedagogy: Lecture Method, Case Analysis , Activity Based Learning and Project Internal assessment Mid-Trimester exam Subject Quiz Presentation/Assignment Attendance Total Trimester-End Examination 40 Marks 15 marks 10 Marks 10 Marks 5 marks 40 Marks 60 Marks

Total Marks: Internal and External Evaluation: 100 Marks Text Book: Leon Schiffman and Leslie Kanuk, Consumer Behavior, 10th Edition, Pearson, New Delhi, 2012, ISBN-10: 1-256-59656-6 / ISBN-13: 978-81-317-3156-7 , Companion site: http:bp_schiffman_cb_10/

Suggested Readings: 1. Del Hawkins,David l. Mothersbaugh 2012, Consumer Behaviour, Mc Graw Hill Publication,New Delhi. 2. Blackwell,Miniard,Engel,2012, Consumer Behaviour,Thomson South Western Publication,New Delhi. 3. Matin Khan, Consumer Behaviour and Advertisement Management, 2012,New Age International Publishers