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T.A.

PAI MANAGEMENT INSTITUTE (TAPMI), MANIPAL


CONSUMER BEHAVIOUR

Programme: PGDM
Batch: 2017-2019
Term: 4
Course Name: Consumer Behavior – MKT6006
Credits: 3 (24 Sessions)
Course Instructors: Prof. Utkarsh (Core), Prof. Srinivasa Reddy (Core) and Prof. Swapnarag Swain
(Core)

PART 1
INTRODUCTION
The course on consumer behavior provides students with in-depth knowledge of the fundamentals
of consumer behavior with emphasis on the consumer in the marketplace, consumers as individuals,
consumers as decision makers, and consumers as influenced by culture and subculture. It emphasizes
the process of consumer choice and the implications for marketing efforts in businesses. Organizations
are constantly gearing up to assess their customer needs accurately with an intention to make effective
decisions on what markets to target and the variety of product/service offers to them. Therefore, this
course, in this rapidly changing market place, assists managers to have an effective understanding of
the current & future needs of the market place and the related behavioral factors influencing them.

COURSE OBJECTIVES (CO)


1. To understand the fundamentals of consumer behavior, with emphasis on the consumer in the
role of an individual, group and organization
2. To enhance understanding of the processes involved in and the influences on consumer behavior
3. To understand a coherent framework for interpreting consumer reactions to marketing stimuli
4. To develop an appreciation for the value of knowledge of consumer behavior in developing a
successful marketing strategy

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COURSE LEARNING OUTCOMES (CLO)
By the virtue of the learnings gained in this course, students should be able to –
CLO 1 Find the predominant changes taking place in the consumer segments, and advise the
firms to proactively tailor-make their marketing approaches (PLG 1)

CLO 2 Formulate a communication strategy and tactic appropriate to the specific customer
segments of the firm (PLG 2)

COURSE CONTENT

 Assael’s Model of Consumer Behaviour: Complex Decision Making, Variety-Seeking Behavior,


Brand-loyalty, and Inertial orientations. Learning theories; Theories of low-involvement decision
making & situational decision making.
 Consumer Behaviour for the New Marketing: McKinsey model of the New Decision Journey;
Customerization, Customization/co-creation, online consumer behaviour, and impact of social
media.
 Perceptions, stimuli selection, organization and interpretation.
 Attitude, and marketing strategy. Personality and the theories (Psycho-analytic, Self-concept,
Trait, Fruedian theories relevant to consumers)
 Demographics, Social class, Lifestyle, VALS framework; Group and Cultural influences; Reference
groups, Household decision making. Word of mouth, Diffusion processes and Consumer
Engagement.

PRESCRIBED TEXT BOOK


Leon G.Schiffman, Joseph Wisenblit and S. Ramesh Kumar (2016), Consumer Behavior, Pearson, Delhi,
11/E.

OTHER READINGS AND REFERENCES


a) Henry Assael (2010), Consumer Behaviour - A Strategic Approach, Biztantra Hemal Impressions,
New Delhi.
b) Blackwell Miniard Engel (2006), Consumer Behaviour, Cengage Learning.
c) Dan Ariely (2010), Predictably Irrational, Harpercollins, London.
d) Dan Ariely (2010), The Upside of Irrationality, Harpercollins, London.
e) Martin Lindstrom (2010), Buyology: Truth and Lies About Why We Buy, Broadway books,
Newyork.
f) Sheena Iyengar (2011), The Art of Choosing, Harper Collins

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POLICY ON PLAGIARISM
Plagiarism is strictly prohibited in this course and any cases identified will be subject to disciplinary
action as per the guidelines mentioned in the PGP Handbook.

ASSESSEMENT SCHEME AND WEIGHTAGE:

a) END TERM

Open/
Weightage Duration
Evaluation Closed
(%) (in Minutes ) CLO Tested
Book
End Term Exam 40 120 Closed Book CLO 2

b) OTHER ASSESSEMENTS

Unit of Weightage
S. No. Evaluation Item* Time CLO
Evaluation (%)

1 Quiz-1 Individual 10 After Session 6 -

2 Quiz-2 Individual 10 After Session 17 -

3 Case Analysis-1 Team 5 Session 8 -

4 Case Analysis-2 Team 5 Session 20 -

Class Participation During Sessions 8


5 Individual 10 -
during Case discussions and 20

Session 11(1A),
6 Mini Project 1A/1B Team 5 -
Session 16 (1B)

7 Mini Project 2 Team 5 Session 21 -

Field Research Project Before Session


8 Team 10 CLO 1
Report 22

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PART 2: SESSION PLAN

Pedagogy : Text
Session Topic Lecture / Case Pre class / Post class readings Chapter
No. / Simulation readings
etc.
Video on “What
Introduction to you interact with
Consumer Behaviour influence you” Consumption: The Pursuit of
1 Happiness
Discussion
Consumer decision- a) Low Involvement v/s High
making, Utilitarian v/s Involvement Buying 13 (Pg.366 to
2 Discussion b) Work and/or Fun-
Hedonic consumption 382)
Measuring Hedonic and
Utilitarian Shopping Value
Levels of involvement a) Message In Bottle 13 (Pg.366 to
3 and levels of decision- 382)
making.
Learning theory: Discussion &
4 Theory of Classical Video 5
Conditioning. presentations
Theory of Instrumental Discussion &
5 Conditioning, Theory of Video 5
Social learning. presentations

Low Involvement a) The impact of television


Consumer Behavior: Discussion Advertisement (Krugman’s
Passive Learning, Social Theory)
6 Judgement, Elaboration b) The Elaboration Likelihood 5
Likelihood Model. Model
c) Sherif’s Social Judgement
Theory
d) Consumer Buying Behaviour
(Assael’s Model)
Quiz-1 (10%)
Qualitative Research – Discussion a) Qualitative Research
Methods Overview 3
Concept And Application
7
Areas (Pg.71)

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Pedagogy : Text
Session Topic Lecture / Case Pre class / Post class readings Chapter
No. / Simulation readings
etc.
Qualitative Research –
Methodology Case Discussions 15
8* Sessions followed by case
Case 1: Saxonville (Pg.423-428)
discussion
Sausage
Case-1 Assessment (5%)
Consumer Perceptions; Discussion & a) Perception is Reality
Marketing stimuli & Video b) Analyzing Consumer
9 presentation on Perceptions 4
characteristics.
unconscious
processes
Situational Influences in Discussion
10 Decision-Making
Information Acquisition,
and Processing
11 Discussions 5 (Pg.154 to
Mini Project- 1A
Sharing Insights 157)
Consumer Attitude a) Understanding Consumer
Development and Attitudes by Gregory Dean 6
Change. Discussion
12

Video Caselets on
Role of Attitude in
four functions of a) Uncovering the customer
Developing Marketing
13 attitudes & experience mystery 6
Strategy
Discussion

Marketing
communications for
influencing consumer Discussion
7
attitudes
14

Online Consumer a) How customers decide


Behavior: Customization, whether to buy from your
15 Social Media, and 1
Discussion website by Neufeld and
McKinsey Model of the Roghanizad
New Decision Journey b) Making it Personal 2018

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a) http://www.strategicbusinessi
Consumer Segmentation,
nsights.com/vals/
16 Lifestyle (VALS Discussions b) Rediscovering Market 3
Segmentation (HBS)
Framework)

Personality (Freudian
17 Theory, Trait Theory and Discussion 3
Self Concept)

Mini Project -1B :


Sharing Insights

Group and Cultural


a) Hofstede’s National Cultures
18 Influences: Cross- Discussion 11&12
(www.geert-hofstede.com)
Cultural and Global

Quiz-2 (10%)
9 (Pg. 250 to
Demographics and Social The Power of Social Norm 263) 10
19 Class & Reference Group Discussion Socio-Economic Classification (Pg.297 to
Influences 2011 – The New SEC System.
311)

Household Decision-
Making.
20* Session followed 10 (Pg.278 to
Case 2: American 297)
Legacy: Beyond the by Case
truth Campaign Discussion
Case-2 Assessment (5%)
Word of Mouth a) Capture more Value 9 (Pg.264-to
21 and Innovation Diffusion Discussion 273)
Process. 13
Innovation Diffusion 13 (Pg.383 to
22 Discussion
Case: Apple Stores 390)
Consumer Engagement,
23 Discussion
Ethics and Environment
24 Field Research Project Discussion
Report

Please note: *Class Participation in Session 8 & 20 is for 10% weightage.

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PLG MAPPING FOR THE COURSE

Addresse CLO
d by
PLG# Program Level Learning Goal No.
Course?

(Yes / No)

Application of Fundamentals
PLG1 Traits: Demonstrate application of functional / conceptual knowledge Yes CLO 1
to business situations

Problem Identification and Solution


PLG2 Traits: Demonstrate ability to identify a problem, critically assess Yes CLO 2
various alternatives and suggest appropriate solution

Integrative Thinking

PLG3 Traits: Demonstrate ability to identify inter-linkages among functional No


areas within an enterprise and assess the impact of external
environment on its performance
Effective Communication
PLG4 No
Traits: Demonstrate proficiency in Oral and Written Communication
Ethical Responsibility
PLG5 Traits: Demonstrate awareness and assess impact of ethical behavior No
on business
Leadership
PLG6 Traits: Demonstrate capability to take leadership role in a business No
situation

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PART 3: SUPPLEMENTARY INFORMATION

Group Project details (Mini Projects 1A/1B, Mini Project 2 and Field Research Project) are included in the
course pack.

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Name of Faculty: ____________________________ Endorsed by : ___________________________


Signature &Date:____________________________ Signature & Date:________________________