Course Outline PGP17 Consumer Behaviour Sections a,B and C

Indian Institute of Management KozhikodeConsumer Behaviour

PGP17: Term IV 3 Credits Instructor: Dr.Anandakuttan B Unnithan (

Prerequisites This is an advanced course that build on the conceptual frameworks already covered in several other courses. The students who opt for the course following master’s level courses

1. Micro Economics 2. Macro Economics 3. Marketing Management4. Organizational Behaviour5. Marketing Research

Introduction

Marketing is a powerful social influence societies. Understanding thebehaviour is the subject matter of the course “Consumer Behaviour”.

Consumer Behaviour can be studied with athe premise that if more is known about the consumer, marketing can be made more effective. This approach is the ‘Positivism” where the emphasis is on What? When? Where? How?

Another approach is that of a shuman behaviour is consumption purchase decision.

This course will attempt to have a Consumer behaviour will have personal and Course Objectives

1. To provide conceptual and analytical framework to understand consumer behaviour

Indian Institute of Management Kozhikode Consumer Behaviour (Elective Course)

Dr.Anandakuttan B Unnithan (anandunnithan@iimk.ac.in

This is an advanced course that build on the conceptual frameworks already covered in The students who opt for the course must have completed the

following master’s level courses

ting Management Behaviour

a powerful social influence shaping human behaviourUnderstanding the influence of marketing and how it shapes consumption

behaviour is the subject matter of the course “Consumer Behaviour”. can be studied with a managerial orientation that focuses

more is known about the consumer, marketing can be made more fective. This approach is the ‘Positivism” where the emphasis is on the questions like

How much? Etc. is that of a social scientist-one who realises that

behaviour is consumption behaviour and marketing goes beyond

attempt to have a blend of both approaches so that the will have personal and professional relevance to you.

conceptual and analytical framework to understand

anandunnithan@iimk.ac.in)

This is an advanced course that build on the conceptual frameworks already covered in must have completed the

human behaviour in contemporary influence of marketing and how it shapes consumption

managerial orientation that focuses on more is known about the consumer, marketing can be made more

the questions like Who?

realises that a large part of marketing goes beyond just influencing

blend of both approaches so that the study of relevance to you.

conceptual and analytical framework to understand and analyse

2. To sensitise you on consumption as a pervasive phenomenon affecting the individual and society. We will attempt to explore the symbiotic relationship between individual, society and marketing.

3. To help develop fresh perspectives and approaches to understand consumers and consumption

Evaluation The Grading will be based on the following components using the mentioned weights.

Group Exercises and Presentations : 20%

Quizzes (best 4/5) : 25%

Class Participation : 20%

End Term Examination : 35% Class participation will be based on active involvement in class, and evidence of preparation and submission of class requirements in time. It is not the quantum of participation, but the quality of insights that will fetch you points. There will be a quiz after every three sessions and can be of objective or descriptive pattern. End term examination will be having questions that require elaborate descriptive answers. A lot of emphasis is placed on class discussions in this course. You are encouraged to actively participate in the class. It is the responsibility of the student to come prepared to the class and complete the text book and other readings which are prescribed. You may challenge the views taken by instructor as well as your class mates leading to an enriching discussion at the same time maintaining the decorum and dignity in the classroom. Prescribed Textbook

Consumer Behaviour: Buying, Having and Being by Michael R Solomon, Tenth Edition, PHI Learning Private Limited. (This is a very interesting book which is not written with a typical text book style and language). This book is available from PGP office as course text.

The course will also involve a large number of readings which will be distributed through the virtual classroom platform. Other Text Books which you may follow

Consumer Behaviour: Concepts and Applications (Latest available Edition), David L Loudon and Albert J Della Bitta, McGraw Hill

Consumer Behaviour (Latest available edition), Leon G Schiffman and Leslie J Kanuk, Pearson Education

Some Interesting Books

1. The Hidden Persuaders, Vance Packard Publisher: Ig Publishing (Jul 2007) (available from amazon.com, flipkart.com and other online book sellers)

2. The Naked Ape: A Zoologist's Study of the Human Animal by Desmond Morris (available at amazon.com, flipkart.com and other online book sellers)

3. The Human Zoo: A Zoologist's Study of the Urban Animal by Desmond Morris (available at most online book sellers)

You may read these books for some interesting perspectives. Other readings or links to resources will be made available through the virtual class room. Though not mandatory, it is quite enriching to read these books and readings. Session wise Schedule This course will have 15 sessions of 2 hour each. The dates, time and the class room will be communicated by the PGP office.

No. Topic Readings

1 Introduction to Consumer behaviour Chapter 1 : Buying, Having and Being from Text Book

2 Perception Chapter 2 : Perception from Textbook

3 Learning and Memory Chapter 3 : Learning and Memory from Text Book

4 Motivation Chapter 4 : Motivation and Global Values from Text Book

5 The Self Chapter 5 : The Self from Text Book

6 Personality Chapter 6 : Personality and Psychographics from Text Book

7 Attitudes and Persuasion Chapter 7 : Attitudes and Persuasion from Text Book

8 Decision Making Chapter 8 : Decision Making from Text Book

9 Buying and Disposing Chapter 9 : Buying and Disposing from Text Book

10 Household Decision Making Chapter 10 : Household Decision Making from Text Book

11 Groups and Social Media Chapter 11 : Groups and Social Media from Text Book

12 Social Class and Life Style Chapter 12 : Social Class and Life Style from Text Book

13 Culture Chapter 14 : Culture from Text Book

14 Sub Culture Chapter 13 : Sub Culture from Text Book

15 Summing up

Note

Please do not use your laptops, mobile phones or other electronic gadgets to the class. It is a distraction to the instructor and other students. It is also not allowed under the institute policy and can invite strict penal action.

Please abstain from bringing and having snacks or refreshments during the session.

Please inform the instructor on your absence through email.

Course page is kept at vc.iimk.ac.in. You may login using your IIMK mail ID and password.

You will not be allowed to attend the course with other sections

For any queries you may email at anandunnithan@iimk.ac.in