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INDIAN INSTITUTE OF MANAGEMENT KOZHIKODE

Post Graduate Programme in Management
Course Outline

Course Code and Course Title PG2M-011 Consumer Behaviour

Course type Compulsory/Elective
Pre-requisites (if any) NIL
Course Credit 3
Total no. of sessions 30
Session Duration 1 Hour
Term IV
Year and Batch 2017 PGP 19
Sections (if any) AB&C

Instructor(s) Omkumar Krishnan

Contact Details omkumar@iimk.ac.in Mob: 9400052101
Office +91-495- 2809438
Consultation Hours Wednesday 10 am to 1 PM

Introduction
Consumer Behvaiour course is considered as a basic course for developing a marketing
perspective by means of closely examining human behavior in the context of marketing. Most
of the ideas and constructs in CB are borrowed from Psychology, Sociology and Economics.
The course has been designed in three phases. The initial phase deals with the internal
influences on behavior of consumers. External influences like family, society and culture on a
typical consumer is covered in the second phase. The final phase includes the application of
CB and the linkages to Marketing Strategy. Human sexuality as a part of our total personality
involves influences our decision making phenomenon. The comprehension of sexuality will
enhance the expertise of marketing professionals in understanding how it is used in
advertising, television media, movies, literature, and popular music and on internet. An
introduction to Semiotics is included for linking brand meanings to consumers through the
mediation of culture.

Class participation in terms of Case study discussions, class room exercises etc is treated as
an important component during the course. Any Assignments in the form of written case
analysis and summary of exercises conducted in the class will also be included under class
participation. The project would involve development of a adequate marketing strategy based
on the consumer insights generated for a marketing problem. A template for the preparation
of project would be provided to the students. Project presentation would be held at the end of
the course sessions.

Prepared by Dr. Omkumar Krishnan, Associate Professor, IIM Kozhikode, India (2017)
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Learning Outcomes/Course Objectives

To study specific terms as they relate to consumer behaviour.

To examine the differences in consumer behaviour in preference / purchase decisions.
To understand and develop insights in marketing and advertising as they apply to consumer
behaviour
To design specific marketing strategies based on factors that influence consumer behavior
At the end of the course, the students will have

Conceptual clarity in imbibing and differentiating the socio-psychological constructs used in

understanding purchase behavior.

Competence in classifying and evaluating consumers based on their consumption behavior.

Creating meaningful marketing strategy based on the underlying linkages with consumer
behavior.

Textbooks and Learning Materials

Text Book(s)
Consumer Behaviour: Building Marketing Strategy 11th Edition.(Special Indian Edition)
Publisher: Tata Mc-Graw Hill, 2012
Authors: Del I Text Book - Hawkins,David L M, Amit Mookerji

Reference Book(s)
Blackwell DR, Miniard PW, Engel JF (2010), Consumer Behaviour, Thomson Learning
Schiffman LG, Kanuk LL (2011), Consumer Behaviour, Pearson Education
Batra SK & Kazmi SHH (2010), Consumer Behaviour: Text & Cases, Excel Books

Additional Reading(s)

ESOMAR Research World Value of Semiotics in Research Chris Arning, Creative

Semiotics Ltd. Unpublished Workshop Document IIM Lucknow (February 2014)

Technology and Software (if any)

Piazza Q & A platform for updates and online Class Participation ( https://piazza.com)

Moodle online virtual class room for Project Submission.

Other Resources (Journals, Internet Websites) (if any)

Insight into how the brain forms memories

http://m.thehindu.com/sci-tech/science/insight-into-how-the-brain-forms-
memories/article7375195.ece

Nestle India slips into loss on Maggi noodles recall

http://www.thehindubusinessline.com/companies/nestle-india-slips-into-loss-on-maggi-
noodles-recall/article7478127.ece

Prepared by Dr. Omkumar Krishnan, Associate Professor, IIM Kozhikode, India (2017)
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Devaluation of Nestle
http://www.moneycontrolbuy or sell how to trade nestle non-maggi business

Some insights on Indian luxury market

https://www.kpmg.com/IN/en/IssuesAndInsights/ArticlesPublications/Documents/KPMG-
ASSOCHAM-India-Luxury-Summit-2014.pdf
New App for Ads
http://www.thehindu.com/todays-paper/tp-business/inmobi-takes-on-google-facebook-on-
their-home-turf/article7431553.ece

Celeb Quotient
http://www.thehindu.com/todays-paper/tp-features/tp-sundaymagazine/the-celeb-
quotient/article7313519.ece

How a consumer duped Flipkart

http://timesofindia.indiatimes.com/tech/tech-news/Man-dupes-Flipkart-of-Rs-20-
lakh/articleshow/49180686.cms

The dark side of Pleasure

http://www.thehindu.com/opinion/op-ed/the-dark-side-of-pleasure/article7519141.ece
Instagram Ads vs. Influencer Marketing: Deciding Whats Best for Your Brand
http://www.adweek.com/socialtimes/instagram-ads-vs-influencer-marketing-deciding-whats-
best-for-your-brand/624838
Pedagogy Used/Learning Process
A student centered learning methodology will be used. For participative learning mixed
approach involving activities like Case discussions, Class Exercises, Advertisement
Exploration, and Group Presentations is included.
Case Study Method:
Six Case Studies covering internal and external influences of Consumer Behaviour has been
selected keeping in mind the Indian and International Context. The students have to read the
case in advance and provide a Case analysis one day before the Class Discussion. The names
are the cases are presented in the detailed Course outline.

Class Exercises:
Learning Process Objective Learning Outcome
Wallet Exercise Study Pain Points in daily life of Comparing Manifest & Latent
a consumer Needs
FCB Grid Exercise Group Product categories using Determining Economical,
Involvement and Psychological, Habitual and
Affective/Cognitive Motivation Social positioning of Products
Exercise Clean Understand the different Attitude formation for different
components of Attitudes Consumer profiles
Newspaper Exercise How does a Consumer do: Identifying the reasons for
Information Search Placement of Print Ads
Evaluation of Alternatives Classifying the Interpretation
Influencers
Semiotics Exercise Discovering visual signs How consumers interpret, over
Linking Signs to the respective interpret , misinterpret based
referents on signs in Packages of FMCG
products
Prepared by Dr. Omkumar Krishnan, Associate Professor, IIM Kozhikode, India (2017)
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Advertisement Exploration:
A series of old and contemporary television, print and online advertisements are selected to
understand how internal and external factors are used to influence the consumer buying
stages. A mix of Indian and International advertisements is covered to explore the underlying
concepts of consumption behaviour.
Group Project:
The objective of the group project is to help the students in applying the conceptual
knowledge developed through the Classroom discussion and relating it with the consumption
of high involvement problem solving situation. The various consumption stages of two
competing brand owners of consumer durables is examined based on qualitative research
among two similar socio-economic households in the City. The perception modeling of the
Print advertisements and the final implications in consumer behaviour is to be verified.
Linkages between the recent promotional elements in Television and Print ads has to be
explained by applying the ELM model of attitude formation. Other insights in consumption
behaviour through the primary data collection is also encouraged.

Evaluation Components/Assessment of Student Learning

Assessment Tool Percentage Description

Quizzes 15 To check conceptual clarity on the topics covered in
Class related to Consumer Behaviour.
Class Participation 25 To develop perspectives and logical reasoning in
(Case Analysis & various types of consumer buying process and to
Class Exercises) cultivate competency in evaluating different product
categories in terms of usage, sexuality, semiotics etc.
Project 20 The Project aims to link the consumption models of
complex problem solving to the real life experience of a
contemporary household, which is internally and
externally influenced by product promotions in leading
to the purchase of a particular brand.
End term Exam 40 A set of small caselets showing complex consumer
dilemmas in decision making and the scope of utilizing
these opportunities by Marketers is to be investigated
by the students. They have to apply the conceptual
knowledge like attitude formation, Learning types,
decision rules, buying stages, modernity etc.
Session Plan
Session 1 (1 Hour) Introduction to consumer behavior and marketing strategy
Topic What is consumer behavior?
Why study consumer behavior?
What is the relationship between consumer behavior and marketing
strategy?
Application of consumer behavior

Reading Material
TEXT BOOK - HAWKINS - Chapter 1
Learning Method Open discussion. Students to respond to questions from the instructor and
other participants with examples. Rewards for conceptual clarity and
extent of difference from other participants.
Learning Outcome Definition and Scope of Consumer Behaviour

Prepared by Dr. Omkumar Krishnan, Associate Professor, IIM Kozhikode, India (2017)
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Session 2(1 Hour)

Introduction to Theories of Personality

Topic Sigmund Freud Structure of Personality
Carl Jung Structure of Personality
Reading Material
TEXT BOOK - HAWKINS Chapter 10
Learning Method Class Discussion.
Learning Outcome Develop a perspective of human behavior based on theories of Personality
in the area of psychology discipline

Session 3 (1 Hour) Case Study 1

Topic Influencing Attitudes
Reading Material Super Shampoo Products and the Indian Mass Market

Learning Method Class Discussion

Learning Outcome Illustrate the difference in attitutde for same product

Session 4 (1 Hour) Personality and Consumer Behaviour

Topic Nature of personality
Application of Personality theories
Psychographics
Life styles
Reading Material
TEXT BOOK - HAWKINS Chapter 10, 12
Learning Method Open discussion.
Learning Outcome Apply the various personality theories for consumption framework

Session 5(1 Hour) Case Study 2

Topic Linking Cultural Values to Brand Strategies in Indian context
Reading Material Ethnic Consumers Consulting

Learning Method Class discussion

Learning Outcome Classification of Values and developing specific strategies

Prepared by Dr. Omkumar Krishnan, Associate Professor, IIM Kozhikode, India (2017)
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Session 6-7(2 Hours) Perception Quiz-1

Topic Nature of Perception
Perception and Marketing Strategy
Reading Material
TEXT BOOK - HAWKINS Chapter 8
Learning Method Open discussion
Learning Outcome Understand perception and linking it to marketing strategy

Session 8(1 Hour) Case study 3

Topic Product Involvement and Attitude change
Reading Material Himalaya Herbal Toothpaste: Category and Brand Involvement in
an emerging market
TEXT BOOK - HAWKINS Chapter 11
Learning Method Open discussion
Learning Outcome Recognition of brand positioning and developing communication

Session 9(1 Hour) Attitudes

Topic Functions of attitudes
Peripheral route to developing attitudes
Strategies for changing attitudes and intentions
Reading Material
TEXT BOOK - HAWKINS Chapter 11
Learning Method Open discussion.
Learning Outcome Formulate realistic scales to be used in the questionnaire.

Session 10(1 Hour) Case study 4

Topic Positive Reinforcement vs Negative Reinforcement for same product
Reading Material The Saffola Journey

Learning Method Open discussion.

Learning Outcome Differentiate between positive and negative reinforcement

Session 11(1 Hour) Consumer Motivation Quiz-2

Topic Motive and Motive arousal
Maslows Theory of Needs
McGuires Psychological Motives
Reading Material
TEXT BOOK - HAWKINS Chapter 10
Learning Method Open discussion
Learning Outcome Design a motivation structure for consumer behaviour

Prepared by Dr. Omkumar Krishnan, Associate Professor, IIM Kozhikode, India (2017)
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Session 12(1 Hour) Learning

Topic Information Processing and learning
Information acquisition, Perceptual encoding
Characterizing and classifying learning

Reading Material
TEXT BOOK - HAWKINS Chapter 9
Learning Method Open discussion.
Understand the impact of learning as a concept in influencing consumer
Learning Outcome behaviour

Session 13(1 Hour) Case study 5

Topic Positioning and Communication based on Consumer Behaviour
Reading Material
Metabical: Positioning and Communications Strategy for a New Weight
Loss Drug

Learning Method Open discussion.

Learning Outcome Demonstrate product involvement and how to change attitude

Session 14-15(1 Hour) Cultural environment and consumers

Topic What is culture?
Impact of culture on consumer behavior
Cultural change, cross culture and subcultures

Reading Material TEXT BOOK - HAWKINS Chapter 2, 3

Learning Method Open discussion.

Learning Outcome Relating the behavior in the context of culture

Session 16(1 Hour) Social class and consumer behavior Quiz-3

Topic Social stratification
Nature, Measurement and categorization
Reference Group Influence
Lifestyles
Reading Material
TEXT BOOK - HAWKINS Chapter 4
Learning Method Open discussion.
Learning Outcome Appreciate the influence of social class on consumer behaviour

Session 17(1 Hour) Gender

Topic Gender Identity versus Gender Roles
Ascribed versus Achievement Roles
Traditional versus Modern Gender Orientation
Reading Material
TEXT BOOK - HAWKINS Chapter 3
Learning Method Open discussion.
Learning Outcome Understand the impact of learning as a concept in influencing consumer
behaviour

Prepared by Dr. Omkumar Krishnan, Associate Professor, IIM Kozhikode, India (2017)
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Session 18(1 Hour) Family

Topic Family and households
Family Life Cycle
Purchase decisions
Reading Material
TEXT BOOK - HAWKINS Chapter 6
Learning Method Open discussion
Learning Outcome Understand the connection between family and consumer behaviour

Session 19(1 Hour) Case study 6

Topic Buying behavior for luxury products
Reading Material Louis Vuitton in India

Learning Method Open discussion

Learning Outcome Identifying the Challenges in marketing to consumers buying luxury products

Session 20-21(2 Hours) Consumer decision process Quiz-4

Topic Types of decisions
Problem recognition
Search and evaluation
Reading Material
TEXT BOOK - HAWKINS Chapter 14,15,16
Learning Method Open discussion..
Learning Outcome Modelling consumer decision process

Session 22-23(2 Hours) Purchasing process and Post Purchase Behaviour

Topic Purchasing patterns
Purchasing behavior
Evaluation
Product disposition
Reading Material
TEXT BOOK - HAWKINS Chapter 17,18
Learning Method Open discussion.
Learning Outcome Modelling consumer decision process and assessing post purchase
behaviour

Session 24(1 Hour) Human Sexuality & Consumerism Quiz-5

Topic Idea and Practice of Sexuality in Industry
LGBT Targeting and Positioning, Unique Products
Content of Sex, Vulgarity & Violence
Reading Material
TEXT BOOK - HAWKINS Chapter 3
Learning Method Open discussion
Learning Outcome Appraise the linkages between Consumerism and Sexuality in marketing
sphere
Prepared by Dr. Omkumar Krishnan, Associate Professor, IIM Kozhikode, India (2017)
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Session 25(1 Hour) Buying Environment

Topic Impact of Environment
Temporal Effects
Store Merchandising, Layout & Ambience
Reading Material
TEXT BOOK - HAWKINS Chapter 18
Learning Method Open discussion.
Learning Outcome Evaluating the buying environment and its importance

Session 26(1 Hour) Organisational Buying behavior

Topic Nature and influences
Buying decisions
Reading Material TEXT BOOK - HAWKINS Chapter 19
Learning Method Open discussion.

Learning Outcome Differentiate the domain of industrial buying behavior and consumer
behavior

Session 27(1 Hour) Consumerism

Topic Role and History of Consumerism
Consumer safety
Profiling the Indian Consumer
Topic TEXT BOOK - HAWKINS Chapter 20
Reading Material Open discussion.

Learning Outcome Assessing the positive and negative components of consumerism

Session 28(1 Hour) Role of Semiotics Quiz-6

Topic Introduction to Semiotics
Signal, Signs & Symbols in Consumption
Semiotic Consumer Research
Reading Material ESOMAR Research World Value of Semiotics in Research Chris
Arning, Creative Semiotics Ltd.
Unpublished Workshop Document
IIM Lucknow (February 2014)
Learning Method Open discussion.

Learning Outcome Inculcate the changing behavior of Indian consumers

Session 29- 30 (2 Hours) Project Presentations

Reading Material Project Reports

Learning Method Group Presentation

Prepared by Dr. Omkumar Krishnan, Associate Professor, IIM Kozhikode, India (2017)
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Additional Instructions (if any)

Class participation
Class participation during the class hours is taken very seriously and students are advised to
participate in meaningful discussions and the contributions will be appropriately evaluated.
Please do not use any electronic gadgets inside the class room unless instructed by the
faculty.

All Students are automatically registered in Piazza (Q & A Platform) and can receive all
updates about the course activities, Class lectures, Website linkages, Opinion Polls,
advertisements etc. The class participation (online) is assessed based on the engagements
particularly in the discussion forums.

Case Study
Students are expected to read the case in advance from the reading materials provided at the
beginning of the course. Case Analysis is to be submitted one day before the Case Discussion
in Class through Moodle online platform.

Group Project work (5 Students per Group)

The objective of the Project work is to undertake a precise study of consumer behaviour in
terms of purchase and usage of a product category by households based on secondary and
primary data. Each group has to work on the product category and the respective brands
assigned to them. The format of the Project Report is prescribed under four headings
Product Category, Brand Communication, Consumer level data and Managerial implications.
A template of the Project format will be provided in Piazza platform.

A hardcopy of the Project Report has to be submitted by the Group. The Group also has to
make a formal presentation of the Project.

Maximum number of Pages for the Project Report 12

Print Ads can be attached to the Report. Separate
Maximum number of Slides for the Project Presentation 10

PLAGIARISM WILL ATTRACT NEGATIVE MARKS FOR THE GROUP.

Division of Marks 100 Report 30 Presentation - 70

Report 30 Presentation 70
Submission 5 Group Attendance 10
Organization of Report 5 Organization of Presentation 15
Content 15 Question Answers 30
Comprehension 5 Teamwork 15

Group should be ready for presentation within two days after submission of Report.

Prepared by Dr. Omkumar Krishnan, Associate Professor, IIM Kozhikode, India (2017)