Consumer Behaviour

MBA II (2022- 2024)

CONSUMER BEHAVIOUR

COURSE INSTRUCTOR
PROF M N TRIPATHI
E-mail - mnt@ximb.ac.in
Tel: 0674-6647822

INTRODUCTION

The study of consumer behaviour is required to build a conceptual framework to understand and permit implementation of Consumer Behaviour principles and concepts to marketing strategies. It is the study of consumers in their process of searching, purchasing, using and evaluating products, services and ideas which they expect would satisfy their needs and wants. It is interdisciplinary and is based on concepts and theories from diverse fields like psychology, sociology, cultural, anthropology and economics and forever, evolving. A sound understanding of Consumer Behaviour is essential for a marketing professionals in companies to design effective, suitable marketing programsleading to acohesive, cogent marketing strategy.

COURSE LEARNING OUTCOMES (CLO)

Particpants after attending this course should be able to

1. Understand the nuances of consumer behaviour and its importance to formulating marketing strateg
2. Understand the various steps in the consumer purchase decision process
3. Able to understand the various influences that impact consumers when making such decisions
4. Understand the process of innovation and the manner in which it is disseminated through society
5. Have a basic understanding and the implications of consumer ethics

METHODOLOGY

The course shall consist of 20 classes of 90 min duration. It shall consist of lectures, videos, case - discussions and project assignments.

COURSE CONTENT

Introduction and Overview
Consumer Decision Processes
Psychological Processes
Individual Differences
Communication Processes
Environmental Influences
Marketing Strategies and Ethical Responsibility
Diffusion of innovation
Case Discussions

SESSION PLAN

Session	Topics	Session learnings	Readings	Case
1	Introduction to CB	Introduction to CB, Perspectives on Consumer Research, Motivational Research	Chapters 1 & 15
2 & 3		Behavioural and cultural aspects of segmentation, Planning for change, communication problems	Chapter 2 & 12
4	Consumer Decision Processes	Consumer Decision Processes, decision making stages, Variables that shape decision making, Special categories of buying behaviour	Chapter 3 & 13
5	Consumer Decision Processes	Need recognition, Search dimensions, Prepurchase alternative evaluation, Purchase	Chapter 4
6	Consumer Decision Processes	Consumption, Post-consumption evaluation, Divestment	Chapter 3	A shoe for every foot
7 & 8	Individual Differences	Individual differences- Consumer resources, Knowledge,Attitude	Chapter 6
9 & 10	Individual Differences	Self-concept, Personality, values, lifestyle	Chapter 3	Knorr: Unlocking the potential
11 & 12	Psycholgical Processes	Psychological processes, Processing of information, Learning	Chapters 5
13 & 14	Environmental Influences	Environmental Influences- Culture, Social Class	Chapters 11,
15 & 16	Environmental Influences	Personal Influence, Reference groups, WOM, Family, situations	Chapter 9 &10
17 & 18	Difusion Of Innovation	Diffusion of Innovation - Types, diffusion variables, speed of diffusion, ethical perspectives	Chapter 9, 13 & 14	The Brita Foods Company
19 & 20		Project presentations

ASSESSMENT SCHEME

Component	Weightage %	Asssessment of Course Learning Outcomes (CLOs)
Class Participation	15	CLO 1, 2, 3, 4, 5
Quizzes -2 @ 15% each	30	CLO 2, 3. 4
Group Project	20	CLO 1, 2, 3, 4
End Term	35	CLO 1, 2, 3, 4, 5

EVALUATION

CLASS PARTICIPATION	15%
2 QUIZZES	30% (15% EACH)
END - TERM	35%
GROUP PROJECT	20%

ACADEMIC INTEGRITY

All participants are expected to attend classes regularly. Penalty for unauthorised absence in class shall be enforced as per the MoP.

No prior notice shall be given for the quizzes. Those who miss the quiz may not get a make - up quiz later on.

All readings and cases are expected to be studied by the participant before the class so that meaningful discussions can take place in class. Class participation marks shall be awarded based on quality of participation.

Members working in project teams are expected to contribute towards the project equally. It is expected that all project work would be original work and plagiarising or copying in any form would be severely penalised.

MAPPING COURSE LEARNING OUTCOMES (CLOs) WITH THE PROGRAMME LEARNING GOALS (PLGs)

Addressed by Course

PLGs	Programme Learning Goal	Trait	Yes	No
PLG1	Functional and Business Skills	The students would demonstrate understanding of elements of all functional areas	YES
PLG2	Analytical Skills	The students would use analytical techniques to identify a business problem and suggest a solution	YES
PLG3	Collaboration and Teamwork attributes	The students would exhibit voluntary cooperation and effective teamwork in a group setting	YES
PLG4	Ethical Responsibility	The students would understand the ethical complexities of conducting business. The students would adopt techniques in scenarios involving ethical dilemmas and offer resolution.	YES
PLG5	Communication	The students would produce reasonably good quality business docuents. The students would become effectie and confident communicators	YES

RECOMMENDED TEXT

Consumer Behaviour	Schiffman, Wisenblit and Kumar - 11th edition

Additional Reference Readings

Consumer Behaviour and Marketing Action	Henry Assael
Consumer Behaviour	Runyon and Stewart
Consumer Behaviour The Hidden Persuaders Men are from Mars and Women are from Venus	Engel, Blackwell and Miniard Vance Packard John Gray

Journals

Journal of Marketing
Journal of Marketing Research
Psychology and Marketing
Journal of Consumer Marketing
Journal of Consumer Psychology