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JAIPURIA INSTITUTE OF MANAGEMENT, LUCKNOW

Course Outline

Program : Post Graduate Diploma in Management

Post Graduate Diploma in Management (Financial Services)

Post Graduate Diploma in Management (Retail Management)

Batch : 2010-2012

Year : 2011 -12Trimester : Fourth

Credit : Full

Course no. : 413

Course title : Consumer Behaviour

Instructors : A.S. Sandhya and Shalini Singh

1.0 Course objectives:

The course provides insights into various dimensions of consumer behaviour. The objectives are:

Provide background tools for understanding consumer behaviour.

To provide a parsimonious picture of consumer psychology - the basic psychological

concepts that accounts for individual behaviour and demonstrate how these concepts

influence the individuals consumption related behaviour.

Provide an overview of the social and cultural dimensions of consumer behaviour.

Explore the various aspects of consumer decision making

2.0 Course outcomes:

Upon successful completion of this course the students will be able to demonstrate/develop the

ability to:

Understand how consumers make decisions to buy various kinds of goods and services.

Understand how the basic psychological concepts account for individual behaviour.

Understand how consumers tend to behave in their socio - cultural settings.

3.0 Prescribed text:

Consumer Behaviour , Leon Schiffman & Leslie Kanuk, and Ramesh Kumar, 10 th ed., Pearson

Publication.

Additional references:

Consumer Behaviour, Loudan and Bitta, 4th ed., THM.

Consumer Behaviour, Wayne D. Hoyer & Deborah J. Maclnnis, 5th ed., South Western

Business World, Business India, 4 Ps Magazine, Economic Times, Indian Journal of Marketing,

ICFAI Journal of Consumer Behavior, Harvard Business Review

4.0 Evaluation scheme:

Component : Weightage (%)

Mid Term Examination : 20

End Term Examination : 40

Quizzes : 20

Project / Assignments : 20

Others : -

Total : 100

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5.0 Pedagogy:

Lectures and case study

6.0 Student contact hours:

Days of the week:

Time slot: Will be announced later

7.0 Session-wise instruction plan:

Session

No.

Topics to be covered Learning(s) drawn Prescribed

reading, if any

Sessions Topics

1-2

Consumer Behaviour: Origin and

Its Strategic Applications

CB and the marketing concept

Customer value, satisfaction and

retention

Understanding the importance of

consumer behavioural studies for

marketers Chapter 1

3-5

Consumer Decision Making

Levels of decision making

Views of consumer Decision

Making

Model of Consumer Decision

making

Gain an insight into consumer decision

making process

Chapter 14

6-7

Consumer Motivation

Motivation as psychological

force. The dynamics of motivation

and marketing application

Measurement of motives

Understand how the dynamics of

motivation influences consumption

behavior and its marketing implication. Chapter 4

8-9

Personality

Personality and consumer

diversity

Brand personality

Self and self image

Understanding how personality reflects

consumers inner differences and their

responses to product and marketing

messagesChapter 5

10-11

Perception

Elements, dynamics, consumerimagery and market application

Know the sensory dynamics of

perception and its marketing

implicationChapter 6

12-13

Learning

Elements of learning

Strategic application of

consumer learning

Measures of consumer learning

Know the behavioural learning process

and its affect on consumption behaviour

Chapter 7

14-17

Attitude

Structural models of attitude

Attitude formation and change

Strategies of attitude change

Attitude formation vs.

behaviour

Attitude formation , its application in

marketing and measuring attitudes

Chapter 8

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18-19

Reference Groups

Power of reference group

Consumer related reference

group

Reference group appeal

Relevant others influence on buyer

behaviour and its managerial implicationInstructors

Notes

20-21

The Family and Social Class

The dynamics of statusconsumption

Measurement and profiling of

social class

Application of social class in

understanding behaviour

Social class as a determinant of

consumer behaviour and its applicationin strategy formulation

Chapter 10

22-24

Culture and Sub-Culture

Dynamism of culture and sub

culture

Measurement of culture and

profiling

Impact of culture and sub culture on

buyer behaviour and its relevance in

developing strategies Chapter 11

25-27

Consumer Influence and the

Diffusion of Innovation

Opinion leadership

Dynamism and motivation

behind Opinion leadership

Marketers Control of Opinion

leadership process

Diffusion of Innovation

Understand how consumers adopt new

products/ services and the influence of

opinion leaders on the adoption process.

Chapter 13

28Consumer Research

Consumer research paradigms

Research approach from consumer

behavioural studies perspectiveChapter 2

29-30 Profiling Indian Consumer Changing consumer profile and itsrelevance to marketers

GeneralReadings

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