LAL BAHADUR SHASTRI INSTITUTE OF MANAGEMENT, DELHI

Two Year Full Time Post Graduate Diploma in Management

Trimester-IV
Course Code: 124205
Academic Session: 2014-15

Course Title: Consumer Behavior

Instructors: Dr. Meghna Rishi/Dr. Gaurav Joshi/Dr Sharad Ketkar

COURSE OBJECTIVE:
The course objectives include:
Understanding the psychological processes that underlie consumer choices.
To develop the understanding of the buyer decision making process, both individually and in groups.
Studying characteristics of individual consumers such as demographics and behavioral variables.
Assessing influences on the consumer from groups such as family, friends, reference groups, and
society in general.
COURSE CONTENTS:
Module Sessio
n No./s
No.
I
1-2

Topic & Reading/s

Consumer Behavior: Its Origin and strategic Applications
Consumer Behavior Concept
Importance of Consumer behavior
Consumer Behavior & Marketing Strategy
Contemporary Dimensions of Consumer Behavior
Consumer Decision Making & Marketing Implications
Modeling Consumer Behavior
Customer value, satisfaction and retention,
Readings:
Schiffman LG, Kanuk LL and Kumar SR (2010), Consumer Behavior, Ch 1, 2 & 3.
Article Review:
1. Sherawat M and Kundu S (2007), International Journal of Consumer Studies,
Buying behaviour of rural and urban consumers in India: the impact of
packaging, pp 630-638
2. Malthouse E and Mulhern F (2007), Understanding and Using Customer Loyalty
and Customer Value, Journal of Relationship Marketing, The Haworth press
ADDITIONAL READINGS
3. Dhar R and Glazer R (2003), Hedging Customers, Harvard Business ReviewMay, 86-92
4. Dong Hwan Lee, Charles M (2003), Attitudinal and consumption differences
among traditional and non-traditional childless couple households, Journal of
Consumer Research, Vol.2 No.3, pp 248-269.
1

5. McGuire William J. (1976), Some internal psychological factors influencing

consumer choice, Journal of Consumer Research, Vol.2 No.4, pp 302-320.
Case:
Project Shakti- Food for thought for Base of pyramid Marketing
II

3-4

Consumer Decision Making Process:

CDP Model
Pre Purchase Process: Need Recognition, Search and Evaluation
Purchase
Post Purchase Process: Consumption & Post Consumption Evaluation
Readings :
1. Spenner and freeman (2012), To Keep your customers , Keep it Simple, HBR
2. Ivey (2010), Understanding Buyer choice/ rejection/ experience processes for
complex high- technology consumer products: The example of notebook
computers
3. Tam J (2004), Customer Satisfaction, Perceived Value: An integrative model,
Journal of Marketing Management, pp 897-917
Cases :
Fret and Regret: Consumer Decision Making Dilemma (Ivey)

III

IV

6-7

Consumer Research
Consumer Research Process
Consumer Research: products and their development
Consumer Research: identifying target markets
Consumer Research: suitable sales & promotions
Consumer Research: Distribution of a product
Article Review:
Clarkson JJ; Janiszewski C and Cinelli MD (2013), The desire for consumption
knowledge, Journal of Consumer Research, Vol 39, No 6,pp 1313- 1319
Consumer Motivation
Motivation as a Psychological force
Dynamics of motivation
Types and Systems of needs
Measurement of motives
Readings:
Schiffman LG, Kanuk LL and Kumar SR (2010), Consumer Behavior, Ch 4
Article Review:
Yankelovich D and Meer D (2006), Rediscovering Market Segmentation, HBR

Personality and Consumer Behavior

Theories of personality
Brand personality Indian brands
Self and Self-Image
2

 Personality
Lifestyles (VALS) and Psychographics
Consumer Involvement and values
Readings:
Schiffman LG, Kanuk LL and Kumar SR (2010), Consumer Behavior, Ch 5

9-10

11

Article Review:
1. Laros FJM, Steenkamp JEM (2005), Emotions in consumer behavior: a
hierarchical approach, Journal of Business Research, pg 1437- 1445
Case Assignment:
Ethnic Consumer Consulting: HBR
Consumer Perception
Elements of perception
Dynamics of Perception
Perception and Technological products
Marketing Implications Price, Retail, Advt. and Product / Package
Design
Consumer Learning & Memory
Elements of Consumer Learning
Memory
The Concept of Conditioning and Reality
Building Relationship programmes
Readings:
Schiffman LG, Kanuk LL and Kumar SR (2010), Consumer Behavior, Ch 6 & Ch 7
Article Review:
Rohani A (2012), Impact of Dynamic Pricing Strategies on Consumer Behavior,
Journal of Management Research, Vol 4, No 4
Tsai C and Hsee C (2008), Hedonomics in Consumer Behavior, HBR
Case:
DO OUR AVATARS LEARN: Case from Solomon M. Consumer Behaviour, pg 122-123

12-13

Consumer Attitude Formation & Change

Linkages in Attitude Formation
Tri-component Model
Standard Learning Hierarchy
Forming attitudes
Attitude Models,
Elaboration Likelihood Model
Impact on Marketing Strategies
Readings:
Schiffman LG, Kanuk LL and Kumar SR (2010), Consumer Behavior, Ch 8
Article Review
3

Watson A, Viney H and Schomaker P( 2002), Consumer attitudes to utility

products: a consumer behavior perspective, Marketing Intelligence and
Planning, 20/ 7
Gregorio de Federico and Sung Yongjun (2010), Understanding Attitudes
Toward and Behaviors in Response to Product Placement A Consumer
Socialization Framework Journal of Advertising, Vol 39, Issue 1, pp 83-96.

Case:
Pillsbury Cookie Challenge : HBR Case Study
VI

14

Group Influence in Consumer Behaviour

Reference Groups and conformity
Opinion Leaders and their influence
Social Media Communities
Readings:
Solomon M( 2013), Consumer Behaviour: Buying, having and Being, 9th Edition,
Prentice Hall India, Chapter 11
Blackwell, Miniard and Engel , Consumer Behavior, Cengage Learning, Chapter 13
Article Review:
Bearden, William O., and Michael J. Etzel (1982), Reference Group Influence on
Product and Brand Purchase Decisions,Journal of Consumer Research, Vol. 9 (2),
pp.183194.
Cases :
HBR: IKEA Invades America

15

Consumer Behavior: Culture

Characteristics of Culture
Changing Society and Sub Culture
Outlet selection and Purchase
Readings:
Schiffman LG, Kanuk LL and Kumar SR (2010), Consumer Behavior, Ch 11 &12
Article Review:
Chaharsoughi SA and Yasory TH ( 2012), Effect of Sales Promotion on
Consumer Behavior based on Culture, African Journal of Business
Management, Vol 6, Issue 1, pp 98- 102

16

Consumers Behavior: Family Influence

Family influences, Family Decision making and consumption
related roles
Children as decision makers
Readings:
Schiffman LG, Kanuk LL and Kumar SR (2010), Consumer Behavior, Ch 10
4

Article Review:
Soberon Ferrer, Horacio & Dardis and Rachel (1991), Determinants of Household
expenditures for services, Journal of Consumer Research, Vol.17, Issue 4, pp 385-398.
VII

17

Consumer Influence & Innovation

Diffusing product globally

Diffusion of innovation
Readings:
Schiffman LG, Kanuk LL and Kumar SR (2010), Consumer Behavior, Ch 13 & Ch 14
Article Review:
Sinha Piyush Kumar (2003) , Shopping Orientation in the Evolving Indian Market,
Vikalpa, Vol.28 No.2, pp13-23.
Case:
MIT SLOAN: Overcoming Customer resistance to Innovation

VIII

IX

18

19

Organizational Consumer Behavior

Organisational buyers and decision making
B2B e-commerce
Reading:
Solomon, MR (2013), Consumer Behaviour: Buying, Having and Being, 10th
edition, PHI Learninf
Consumer Segments and Social Classes
Consumer Behaviour at the Bottom of the Pyramid
Social Class and Consumer Behavior
Readings for Discussion
India Luxury Review: CII- AT Kearney Report 2011
Emerging Consumer Demand: Rise of the Small Town India : Neilson and CII

20

End-Term Project Presentations and Internal Evaluation

PEDAGOGY:

Case studies will be used extensively, dates for student presentations will be indicated in the class.
Brief student presentation on a regular basis to understand various dimensions of buying behavior in
different categories (through article review).

EVALUATION PARAMETERS:
End Term Examination
Internal Assessment

50%
50%

The evaluation will consist of:

Component

Weightage
5

Class Participation (Case Discussion/Presentation)

15
Assignment + Quiz/Test
15
Article Presentation
10
End-Term Project presentation
10
End-Term Examination
50
Total
100
Note: Mandatory to get 50% in Internals to sit in the end-term examination.
END-TERM PROJECT GUIDELENES:
End term project for student groups will be assigned so that focused understanding can be developed in the
chosen area of Consumer Behavior. The focus is on having in-depth understanding of the buying behavior in
a particular category. Other project areas are: in depth analysis of cultural dimensions for MNC brands entry
into India etc.
TEXT BOOKS:
Schiffman & Kanuk (2010),Consumer Behavior, Pearson Publication, 10th Ed.
Blackwell, Miniard and Engel (2009), Consumer Behavior, Cengage Learning, 5th Ed.
SUGGESTED BOOKS:
Michael Solomon (2010), Consumer Behavior, Prentice Hall, 5th Ed.
Hawkins, Best & Coney (2004), Consumer Behavior, McGraw Hill, 9th Ed.
Loudon & Della Bitta (2002), Consumer Behavior, McGraw Hill, 4th Ed.