CONSUMER BEHAVIOUR

Course Code: MKT 8704

Credit Units: 03

1. Course Objective:
To equip students with theoretical understanding of the psychological processes related to
consumers which ultimately define their buying behavior and its close relation with the
marketing strategy of a firm.

2. Learning Outcomes:
The learning outcomes are as follows:

To develop students conceptual and theoretical understanding of behavioral characteristics of

consumers and their strategic repercussions to marketers
To critically analyse the role of marketing from a behavioural perspective and how a major
role is played by environmental setting in designing buying decisions of a consumer.
To recognize the major hurdles encountered by organizations due to unanticipated consumer
behaviour.
To formulate effective marketing strategies by applying the intricacies and principles
involved in Consumer Behaviour.
3. Course Contents:
Unit I: Introduction
Importance of Consumer Behavior-Nature, Scope and Application
Rise of Consumerism
Consumer Research Process
Marketing Segmentation & Strategic Targeting
Unit II: Communication and Consumer Behavior
Process & Objectives of Communication
Integrated Marketing Communication (IMC)
IMC Promotion Mix
Unit III: Consumer as an Individual
Consumer Need and Motivation
Personality and Self Concept
Consumer Perception
Consumer Learning
Consumer Attitude Formation and Change
Unit IV: Consumer in their Social and Cultural Settings

Environmental Influences on Consumer Behavior-Culture, Subcultures, Social Class,

Reference Group, Family Influences
Unit V: The Consumer Decision Making Process
Models of Consumer Decision Making Process
The Purchase Process and Consumption Experience
Low Involvement Decision-Making
Situational Influences
Unit VI: Post Purchase Behavior
Consumer Satisfaction Concept & Models
Cognitive Dissonance
Consumer Delight
Consumer Complaint Behaviour
Consumerism
4. Pedagogy:
Tutorials, Interactive sessions, Case studies, Field visits, Management games, Extensive
research projects, Seminars, Weekend experience in companies - the course is covered by
adopting a combination of lecture methods, class presentation by groups of students, self
study sessions. Each student is required to do the back ground reading from the specified
chapters of the prescribed book before coming to class. Cases are also to be analyzed,
discussed in groups (teams) outside the class as preparatory work.

5. Examination Scheme:
Component of Evaluation

Internal

End Term

Weightage (%)

40

60

6. Text & References:

Core Text:

Leon G. Schiffman and Leslie Lazar Kanuk - Consumer Behaviour (Pearson/ Prentice Hall,
9th Ed.)
References:

Loudon D.L. and Bitta Della - Consumer Behaviour (Tata Mc Graw Hill, 4th Ed.)
Peter, J. P. and Olson, J. C., Consumer Behavior and Marketing Strategy, New York,
McGraw-Hill