Symbiosis Institute of Business Management, Hyderabad

Academic Year – 2018-19 (Batch of 2019-21)

MBA COURSE HANDOUT (Semester – I)
Course : Consumer Behaviour

Course Code : 21141106 No. Credits 02

Faculty Name : Dr. Saradhi Kumar Gonela

Catalogue Code : T2118 No. Hours 30

Consultation Hours : 4.40 pm to 5.00 pm

Mobile : 9849858976 Email ID saradhi.gonela@sibmhyd.edu.in

Program Objectives: -
 To nuture corporate leadership skills and social consciousness among students.
 To prepare students for a rewarding corporate career by training them on management
practices through experiential learning and theoretical constructs.
The POs (Program Outcomes) are as follows: -
 Students should be able to demonstrate leadership skills.
 Students should be able to understand and be conscious of the impact of managerial
decisions on the triple bottom-line – Profits, People and Planet.
 Students will be adept at analyzing and applying theoretical constructs to various
diverse business scenarios.
Course Objectives: -
CO(1): - Student will have theoretical clarity on various principles of consumer behavior
CO(1): - Student will be able to analyze consumer behavior from multi-disciplinary
perspective
CO(1): - Student will able to independently carry out Consumer Research and understand
its ramifications in decision making
Learning Object: -
LO(1): - To help students understand consumer behavior theories and concepts.
LO(2): - To enable student to analyze consumer behavior from multi-disciplinary
perspective.
LO(3): - To help students evaluate application of consumer research in decision making.
Text Book: -
 Leon G. Schiffman, Leslie Lazar Kanuk and S. Ramesh Kumar, “Consumer Behavior”,
11th Edition, Pearson Publications
References: -
1. Solomon, Michael R. Consumer Behavior: Buying Having and Being, 9th Edition
2. Kardes, Frank R. Consumer Behavior and Managerial Decision Making, 2nd edition
 Course Map

Course Description Learning Outcomes Assessments

Consumer Behavior is a subject that deals with LO (1):- Students will  Article Discussion
Subject & Course Code:- Consumer Behaviour

understanding the situational, contextual and remember and understand

personal influences on consumers. In a consumer behavior
 Role Play
consumer driven market, it is essential to theories and concepts.  Test / Quiz.
understand both the psyche of consumers as  Movie Review
well as the other influencing factors, in order to
(021141106)

derive meaningful and effective strategies. This

course is designed to enable an understanding of LO (2):- Demonstrate the
the psychological (individual) and social ability to establish  Case Discussion
(environmental) influences on consumers. The relationships among
various cross discipline
 Class Test/Quiz/case analysis
course would therefore be a study of consumers
from various perspectives, borrowing from concepts that effect  Activity / Assignments
various disciplines of social sciences. consumer behaviour
By default, the study of consumer behavior is an
evolved subject with numerous theories and LO (3):- To criticize the role
concepts. For management students though, the of consumer research in  Consumer Behavior Project
challenge lies in meaningful application of these decision making. Presentation
topics.

Delivery Schedule
Assessment /
Session Chapter / Content / Evaluation GSTEE
Topics Class Delivery
No. Case / Readings Weightage Framework
(S, M, W, NL)
Chapter 1,
Consumers, Marketers and Reading -The New Indian: The Many Facets of
1 Introduction CO(1) S T
Technology a Changing Consumer
(BCG Report 2016)
Chapter 2
Reading: “Rediscovering Market Segmentation”
by Daniel Yankelovich and David Meer in HBR,
Segmenting, Targeting & Lecture, Activity Feb 2006 CO(1) S
2-3
Positioning and Discussion CO(3) M
“Motivation Research: Explaining why
consumers behave the way they do” By Jerry W.
Thomas in Direct Marketing, Apr. 2008
4-5 Consumer Research Activity, Discussion Chapter 15 CO(3) S E
Discussion and Chapter 3
Activity on CO(1) S
6-7 Motivation & personality Movie: 1-CATCH ME IF YOU CAN
Laddering CO(2) S
Approach Movie: 2-IN PURSUIT OF HAPPYNESS

Chapter4, 5 CO(1) S
Discussion and
8-9 Perception & Learning Video – The Lunch Date
Activity CO(1) S
Movie: - The CLIQUE
Chapter 6
Movie: – 1- ROCKY BALBOA
Movie: - 2- LEGALLY BLONDE CO(1) S
10-11 Attitude formation and Change Movie, Discussion Reading: “The Next 20 years: How consumer
CO(2) S
and workforce attitudes will evolve” By Neil
Howe and William Strauss in HBR July/Aug
2007
 Assessment /
Session Chapter / Content / Evaluation GSTEE
Topics Class Delivery
No. Case / Readings Weightage Framework
(S, M, W, NL)
Communication & Consumer Discussion and
12-13 Chapter 7,8,9 CO(1) S
Behaviour Activity
Discussion and
14 Family & Social Standing Chapter 10 CO(1) S E&S
Activity
Chapter 11, 12
Reading: “Using Ethnography in Strategic
Consumer Research” By Rick Elliot and Nick
Case Discussion, Jankell Elliot in Qualitative Market Research, CO(1) S
15-16 Culture, Cross-Culture G
Activity 2003 CO(2) S
Case: Building Brand Community on the Harley-
Davidson Posse Ride: Susan Fournier (PID:
501015)
Chapter13
HBR Decision Making Exercises
Consumer Decision Making & Discussion and PID: 9596039 / PID: 9596040 CO(1) S
17-18
Diffusion of Innovations Activity PID: 9596041 / PID: 9596042 CO(3) S
Reading – “Eager Sellers and Stony Buyers” By
John T. Gourville in HBR, June 2006
Marketing Ethics & Social Activity &
19 Chapter 14 CO(1) S E
Responsibility Discussion
20 Project Presentations

GSTEE + Model stands for G – Governance, S – Sustainability, T – Technology, E- Ethics, E* - Experiential

Last column in delivery schedule indicates course content & pedagogy with GSTEE model of learning

Expectations from Students: -

1. Students must report to the respective sessions well before the announced time.
Latecomers will not be permitted to join the class after the scheduled time. If late, the
attendance for that session will be marked as absent.
2. Read the Study material well prior to the class discussion. He/she is also expected to
read the chapter indicated in the course plan as the faculty directs.
3. In the class discussion student is expected to participate actively and contribute to
individual and group learning.
4. Evaluation is a continuous process at SIBM. Every student needs to be aware of the
timelines given in the section below. Absence from these evaluations will mean non
awarding of marks in that particular component
5. Wherever applicable, group assignments require each student to contribute to the group
effort. This enhances group effectiveness and leads to greater appreciation of working
in groups.
6. Students are expected to show high regard and appreciation for in class discipline and
desist from using mobile phones. This disturbs the class ambience and unnecessarily
diverts attention of other students as well as the faculty member.
7. Each faculty has been given a scheduled consultation hour. Utilize this time to meet the
faculty and clarify doubts if any, seek explanations and get mentored if needed.
8. Attendance is compulsory in all sessions. However, refer to guidelines in your
academic handbook for exceptions.
Evaluation Scheme: -
Keeping in line with continuous evaluation at SIBM, the following schedules have been
drawn. Students are expected to go through the dates / sessions mentioned and prepare
accordingly.
Component Weightage
Component Name Expected slot / due date Marks declaration
Number Marks
Assignment
1 (Include article reviews, activities, At the end of sessions 9 Within 1 week 20
write ups, case analysis)
2 Movie Review End of 10 session Within 1 week 10
3 Quiz (Moodle) test Session 14 Immediate 10
4 Group Project Session 20th Within 1 week 20
5 End exam At the end of the semester 40
Total 100

Brief Profile of the Faculty Member: -

Dr. Saradhi Kumar Gonela received his Doctorate in Business Management from Osmania
University, Hyderabad. He has about 15 years of experience in corporate research and
teaching.

His research interests include the impacts of digitalization and globalization on marketing,
economics and corporate strategy. His teaching interests include Marketing Management,
Digital Marketing, Retail Management, Consumer Behaviour, Strategy and Macro
Economics. He has more than 150 case studies and 40 teaching notes to his credit (available
at European Case Clearing House (ECCH), UK, www.thecasecentre.org). He published 6
books and 5 research papers in national journals.

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