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FORE School of Management, New Delhi

Course Outline
Programme: PGDM (FMG-22/IMG-7), Section-1 and 2

Name of the Course: Consumer Behavior (E) Credit: 1.0
Term-4 Academic Year: 2014-2015
Faculty: Dr. Anupam Narula Office Contact No.: 011-41242411
Email: anupam@fsm.ac.in
Introduction:
The course deals with the study of behavioral processes and strategic implications of this understanding
for students. Concepts from Social Sciences, Psychology, Economic and Cultural Anthropology are
integrated to create an understanding of consumer behavior in market exchanges. It also provides
insights into consumers decision making process which is key in strategic effective decisions. Marketing
applications of consumer behavior concepts are illustrated using cases, examples, videos, websites and
exercises.

Objective/s:
To acquaint students with Consumer Behavior concepts and applications.
To enable them to demonstrate the ability to analyze the complexities of consumer buying behavior
and use the same to formulate successful strategies.
To create an understanding of the group influences and consumer behavior in cultural and
contextual environment.
To create an understanding on how consumers are selective in their information processing and
decision making.

Text Book:
Consumer Behavior by Leon G. Schiffman, Leslie Lazar Kanuk and S. Ramesh Kumar in collaboration
with Joseph Wisenblit, Latest Edition, Pearson.

Reference (Books, Journals, Magazines, Articles etc.):
1. Consumer Behavior: Building Marketing Strategy, Hawkins, Mothersbaugh & Mookerjee, (SIE)
11
th
Edition, Tata McGraw Hill Education.
2. Consumer Behavior and Branding: Concepts, Readings and Cases, The Indian Context, S.
Ramesh Kumar, Pearson.
3. Consumer Behavior: Blackwell Miniard Engel, Cengage Learning.
4. Consumer Behavior: A Strategic Approach, Henry Assael, (Latest Edition).

Magazines: Business World, Business India, Business Today, Economist.
Journals: Journal of Consumer Behavior, Harvard Business Review, Journal of Marketing.

Evaluation Component and Weight age
Class Participation 5%
Assignments 5%
Case Analysis 10%
Mid-term Examination 20%
Mini Project Work 20%
End Term Examination 40%

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Session Plan:

Session
No
Session theme Additional Reading/Cases
1. Introduction to consumer
Behavior Application of
consumer behavior-Overview of
segmentation targeting and
positioning
Schiffman, Kanuk and Kumar-Chapter 1,3
Video1: American Express (AMEX)

Additional HBR Reading: What Business are
you in ? by Theodore Levitt
2. Consumer Decision Making Schiffman, Kanuk and Kumar Ch 14
Additional HBR Reading: What Marketers
Misunderstand About Online Reviews
3. Lifestyle & Psychographics
segmentation

Schiffman, Kanuk and Kumar-Chapter 3
Exercise & Case Study on Ethnic Consumers
Consulting- Richard Ivey School of Business
4. Reading on lifestyle
segmentation-Psychographics
glitter and gold.
Reading Material on VALS-Discussion on
lifestyle and psychographics segmentation
Exercise- Visit the website of SBI VALS
(Strategic Business Insights) (Former SRIC-BI
VALS) and Managers check their VALS
position.
5. Case let & Case Study on
segmentation and positioning
Case let on Lifebuoy
Exercise and Case Study on Himalaya Herbal
Toothpaste: Category and Brand involvement
in an Emerging Market- Richard Ivey School
of Business. Pepsodent
6. Consumer Perception-Dynamics
of Perception, JND and Price
Quality relationship
Schiffman, Kanuk and Kumar -Ch 6
Video2: Procter & Gamble
Additional HBR Reading: To keep your
customers, Keep it Simple.
7. Perception-Perceived risk
Group Activity-Exercise
Case : perceived risk
Exercise and Case study on Cadbury Dairy
Milk Chocolates.
8. Attitude Formation Schiffman, Kanuk and Kumar- Ch 8

9. Case Study on attitude change
strategies.
Schiffman, Kanuk and Kumar- Ch 8
Exercise & Case Study on Super Shampoo
Products and the Indian Mass market-
Richard Ivy School of Business Case.
10. Consumer Learning memory and
product positioning
Hawkins, Mothersbaugh and Mookerjee - Ch 9
Mid Term Exam

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Note:
CASES AND EXERCISES: A number of assignments-questions, cases, as well as, the activities
shall be used. As assigned, the Students are expected to prepare the case/activity and be ready
to discuss in class and in some instances, submit the assignment on Claroline on course
platform titled CB FMG-22 as per above session plan.

READINGS: Throughout the trimester readings will be provided in the class and whenever
possible given in advance. In addition, the Students may read from HBR, Marketing News,
Journal of Consumer Marketing, and other marketing and psychology journals (Psychology and
Marketing) for additional background material.

CONCEPTUAL DISCUSSIONS: Students will be encouraged to participate freely in conceptual
discussions. The Critical Thinking in Consumer Behavior and to apply conceptual material
through discussion shall be used. Of particular importance will be the introduction of relevant
practice oriented techniques and practices gathered from current and past work experience of
Students and will be utilized for gaining knowledge in the class.

Any Student can be cold- called during the session and asked about the preparation about the
topic for the day and about previous topics/ discussions covered as per session plan. This will
reflect the class participation marks.
11. Consumer Motivation &
Involvement, need & goals
Schiffman, Kanuk and Kumar- Ch 4

12. Case study on Learning and
Motivation
Case Study on Titan Watches

13. Personality- trait and other
theories, Consumer Self Concept
Schiffman, Kanuk and Kumar -Ch 5

14. Class case on Personality Exercise and Case Study on Barbies Success
Story.
15. Reference Groups and Family
Influence on Consumer Behavior.
Schiffman, Kanuk and Kumar -Ch 10
Case Study on Tupper ware
16. Cross-Cultural Influences
Class video
Schiffman, Kanuk and Kumar -Ch 12
Video 3: Mc Donalds Everywhere
Additional HBR Reading : L Oreal Masters
Multiculturalism.

17. Case study on Cross-Cultural
Influences
Case study on Mc Donalds Think Global Act
Local
18. Diffusion of Innovation & Case
Study on Diffusion of Innovation
Schiffman, Kanuk and Kumar Ch 13
Case Study on Innovation Strategy Adopted
by 3M
19. Mini Project Presentations
20. Mini Project Presentations