AURO UNIVERSITY

(INDIA)

The School of Management & Entrepreneurship

Master of Business Administration

Module Handbook
Consumer Behaviour
Semester-II Block III

Module Leader
Dr Monika Suri
Associate Professor

www.aurouniversity.edu.in
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Module Title: Consumer Behavior

Module Objectives:
The course intends to develop an understanding of consumer behavior in the context of - what factors
determine the buying behavior and delineate the buying decision process followed by individual as well
as institutional buyers. The specific objectives of this course are to -

Define consumer behavior in the context of individual as well as institutional buying and
understand its influence on corporate strategy

Analyze marketing environments and segment them on the basis of consumer behavior
Understand internal and external/environmental determinants of consumer behavior Use the
information on consumer behavior to select appropriate marketing tools to influence consumer
decision making.

Learning Outcomes:
After completing this course successfully you will have -

Developed an understanding and appreciation of consumer behavior as an integral part of

marketing effort and strategy.

Identified and understood the impact of the individual or internal influences that
determine consumer behavior.

Identified and understood the implications of the external or environmental determinants

of consumer behavior.

Delineated, dissected and analyzed the buying decision process and map (impact of) the
internal and external determinants to each phase of the process.

Understood the departures between individual and institutional buying behavior.

Developed an appreciation and understanding of ethical issues connected to consumer

behavior.

Assessment Structure:

1. 30% - Group Project ,Presentation and Report

2. 20% - Mid Term Test ( Written) Closed Book
3. 50%- End Term Exam

Contact Hours:

24 hours Lecture
16 hours Teaching Pedagogy Tools (Specified in Next Page)

Weekly Coverage:
S. No.

Week

Coverage

Week 1

Introduction to CB
Models of Consumer behavior

Week 2

Internal

Week 3

Internal Influences: Perception & Learning

Week 4

Internal Influences: Self Concept and Lifestyle

Week 5

External Influences: Culture & Social Class

Week 6

External Influences: Reference Groups & Family

Week 7

Week 8

External Influences: Opinion Leadership & Diffusion

of Innovation
Consumer Decision Process

Influences: Motivation and

Personality

Teaching Pedagogy Tools :

1

Case Study analysis :

 Maggi Scam
Automobile Scam in 2015
Tata Nano: Consumers' Post-Purchase Behaviour
Air India Airlines

Movie Analysis
Bollywood and Hollywood Movies based on Consumerism and Buying
behaviour

Video lectures from Industry experts and service marketing Gurus and professors across
the globe

Discussions on topics as mentioned below:

McDonald's takes a "cross-cultural" approach to multicultural marketing.
Subway or anyway
Maruti Udhyog Limited Cost of China & quality of Japan

Debates on Topics :
Make in India
Apple Vs Samsung
McDonald's takes a "cross-cultural" approach to multicultural marketing.
"Nescafe Instant Coffee

Guest lectures from Industry and Academics

Industrial Visits to Service organizations

Quiz and Simulation competitions

Peer reviews along with Individual and Group Presentation

10 Major and Minor Projects and discourse Methods for experiential

learning
11 Behavioral

Assessment of Self as a customer through Psychometric Test and further

discussion and analysis on the same for better understanding of self and others .

Books for Reference :

1. Consumer Behavior 10th Edition 10th Edition by Leon Schiffman,
Leslie Kanuk
2. Kumar Dinesh Consumer Behaviour, Oxford press ,