JAIPURIA INSTITUTE OF MANAGEMENT

1. Course Information
Course Code and title MKT401; CONSUMER BEHAVIOR
Credits 3
Term and Year IV Term, 2019-20
Course Pre-requisite(s) Marketing Management
Course Requirement(s) Excel, SPSS
Course Schedule (day and time of class) As scheduled by PMC
Classroom # (Location) As allocated
Course Instructor Faculty’s Name
Course Instructor Email Faculty’s Email
Course Instructor Phone (Office) Faculty’s extension number
Student Consultation Hours As offered by faculty
Office location Designated cabin

2. Course Overview
The course of Consumer Behavior encompasses the art and science of understanding the consumer
choices in the backdrop of their individual characteristics. It also focuses upon group influences as
well as cultural elements as key determinants of consumer choices and their decision making
process. A robust understanding of this course equips the student with the theoretical foundations to
interpret and unpack how and why consumers behave as they do. It also offers the insights on the
necessary marketing interventions to shape this behavior for serving the marketing agenda of a firm
which have been studied in the course Marketing Management.

An understanding of how knowledge of consumer behaviour can be used to develop profitable,

efficient and fair marketing techniques and tactics, and an ability to view marketing techniques
from both a managerial and a consumer’s perspective. The course aids in building blocks for
understanding the advance courses of marketing like marketing research, brand management, IMC,
service marketing strategies, international marketing strategies, CRM, rural marketing, marketing
analytics and others. The course also addresses the issue of unethical consumer influence
techniques. This course will not only raise the above issues; but it will also provide explanations
based on robust consumer research studies.

3. Course Learning Outcomes: (CLOs)

After undergoing this course, the student will be able to:

CLO1- Illustrate basic concepts and theories of consumer behavior*.
CLO2- Analyze consumer decision making process overviewing various external and internal
forces impacting it.
CLO3- Formulate marketing strategies based on consumer research.

*Key concepts: Consumer Decision making process, Black box model, Consumer motivation,
Brand Personification, Consumer Personality, Perception, Attitude, Opinion Leadership, FLC,
Social Class, Culture.

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4. Mapping of CLOs** with PLOs and GAs*

List of PLOs
PLO 1: Communicate effectively and display inter-personnel skills
PLO2: Demonstrate Leadership and Teamwork towards achievement of organizational
goals
PLO 3: Apply relevant conceptual frameworks for effective decision-making
PLO 4: Develop an entrepreneurial mindset for optimal business solutions
PLO 5: Evaluate the relationship between business environment and organizations
PLO 6: Demonstrate sustainable and ethical business practices
PLO 7: Leverage technologies for business decisions
PLO 8: Demonstrate capability as an Independent learner

PLO-1 PLO-2 PLO-3 PLO-4 PLO-5 PLO6 PLO-7 PLO-8

CLO1 X (M)

CLO2 X (M)
.
CLO3 X (M)

List of GAs
GA 1: Self-initiative
GA 2: Deep discipline knowledge
GA 3: Critical thinking and Problem solving
GA 4: Humility, Team-Building and Leadership Skills
GA 5: Open and Clear Communication
GA 6: Global outlook
GA 7: Ethical competency and sustainable mindset
GA 8: Entrepreneurial and innovative

GA 1 GA 2 GA 3 GA 4 GA 5 GA 6 GA 7 GA 8

CLO 1 X

CLO 2 X

CLO 3 X

* PLOs, CLOs & GAs stand for Programme Level Outcomes; Course Level Outcomes & Graduate Attributes, respectively.
** ‘L’- Introduce, ‘M’-Reinforce and ‘H’-Emphasize

5. Prescribed VED Framework

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 Module Vital Essential Desirable
(Prerequisite or basic (Non-imperative yet (Adds substance, breadth, or
knowledge or skills) significant) interest to a subject or skill)
Module I: Relevance of CB for Market Analysis CB & Marketing Regulations
Marketing function. components
Introduction to Gaining Consumer Insight Organizational Buying
CB & Marketing Behaviour
Strategy
Module II: Consumer Motivation & Brand Equity & Brand Geo-Lifestyle Analysis
Personality Leverage (PRIZM)
Internal Drivers Consumer Lifestyle Product Development
of CB Consumer Perception &
Strategies based on
Attitudes
Attitudes
Module III: Group membership Marketing to Millennials/ Ethnic subcultures
influences on Consumer Digital Natives Global Cultures
External Drivers choices
of CB Role of Family & Social
Class
Influence of Culture

Module IV: Types of decision making Customer commitment Online influences on

Consumer Decision Making Brand Choices
Consumer Models.
Decision making

Books/ References

 Schiffman, Leon G., Wisenblit Joseph, and Kumar, S. Ramesh. Consumer Behaviour. (11th
Edition). New Delhi: Pearson Education (SWK).
 Hawkins, Del I., Roger J. Best, Kenneth A. Coney, and Amit Mookerjee. Consumer
Behaviour: Building Marketing Strategy. (11th Ed). New Delhi: Tata McGraw-Hill. (HRK)
 Peter, P.J.; and Oslon, JC, Consumer Behaviour and Marketing Strategy, (9th Edition),
Singapore, McGraw Hill International Edition (P&O).
 Solomon, M.R, Consumer Behaviour- Buying, Having and Being, (10th Edition), New Delhi,
PHI Learning Pvt. Ltd. (MRS)
 Hoyer, Wayne D. and Deborah J. Macinnis. Consumer Behaviour. (8 th Edition) New Delhi:
Cengage Learning. (HD)
 Business World, Business India, 4 Ps – Magazine, Economic Times, Indian Journal of
Marketing, ICFAI Journal of Consumer Behavior, Harvard Business Review; MIT Sloan
Review; Journal of Consumer Research.

Internet Resources:
• www.consumersearch.com: It gives reviews about different types of consumer products
• http://www.marketingtrendsplus.com/: This website tracks the global trends in changing
consumer preferences.
• www.figarodigital.co.uk: This website provides information on digital marketing and online
consumer behaviour.
• http://www.fulltraffic.net/blog: This website brings new articles in the area of social
networks and online consumer behaviour
• The little Albert Experiment; YouTube Video on classical conditioning experiment

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 • Drs Robert Epsteen and B K Skinner with Pigeon Part I; video on operant conditioning
experiments.
• Gestalt Principles of perception; YouTube video on Perception

Key Readings:

 Meeting changes & challenges, Schiffman, Leon G., Leslie L. Kanuk, and S. Ramesh
Kumar. Consumer Behaviour. (10th Edition), Pp.2-4.
 R Chandrashekrana; and Shanker Krishnan (2009); Shopper’s stop: targeting the young,
Case Studies in Marketing Management; Richard Ivy School of Business.
 Consumer Motivation, Schiffman, Leon G., Leslie L. Kanuk, and S. Ramesh Kumar.
Consumer Behaviour. (10th Edition), Pp.88-90.
 Turner, John; and Oakes, Penny (1986). "The significance of the social identity concept for
social psychology with reference to individualism, interactionism and social influence"
British Journal of Social Psychology 25 (3): 237–252
 Consumer Attitude, Schiffman, Leon G., Leslie L. Kanuk, and S. Ramesh Kumar (2010).
Consumer Behaviour. (10th Edition),Pp.232-234.
 Petty R. E. and Cacioppo J. T. (1979); Issues Involvement can increase or decrease
persuasion by enhancing message relevant cognitive responses; Journal of Personality &
Social Psychology, 37: 1915-1926.

5. Assessment Tasks

Assessment Item Description Weightage CLO

Discussion  Students will be offered contemporary & relevant 5% -
Forum topics/ themes and forward their opinion.
 Suggested time to devote to this task: 2-4 Week
 Submission details: Soft copy upload on LMS
 After 8th session
 Individual Assessment
 Feedback and return of work: Feedback will be given
immediately after assessment.
 Pre/In/beyond class: beyond class
Written  Students would be assigned firms for review of 15 % CLO 2
Assignment marketing communications released by a firm over a
period of time. Students are expected to figure the
changes and positioning statement and analyse
consumer decision making.
 Suggested time to devote to this task: 1-2 Weeks
 Submission details: Soft copy upload on LMS
 After 13th session
 Group Assessment: Written Assignment
 Feedback: Through rubrics and counselling as
required.
 Pre/In/beyond class: Beyond class
Consumer  Consumer Insight Project would be an assignment 20% CLO 3
Insight Project wherein students in groups of 5-6 members would be
(Report & required to carry out a field study into a research
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 Presentation) problem/ issues on a topic of their choice after getting
it approved by the instructor. The project shall include
data collection instrument development; field data
collection; and data analysis to generate insights. The
research problem may be real or hypothetical but has
to be different from the topic of the individual
assignment.
 Suggested time to devote to this task: 6-8 Weeks
 Submission details: Soft copy upload on LMS
 After 20th session
 Group Assessment: Written Report (10 Marks)
 Individual Assessment: Presentation (10 Marks).
 Feedback and return of work: Feedback will be given
immediately after assessment.
 Pre/In/beyond class: Beyond class
Viva Voce  Concept based questions on consumer behaviour and 20% CLO 1
marketing strategy.
 As per schedule (During Mid Term Exam period)
 Individual Assessment
 Feedback: One-on-one; Based on Assessment sheet.
End Term  Conceptual and application based questions on 40% CLO1,
consumer behaviour and marketing strategy. CLO 2
 As per schedule
 Feedback: Showing of assessed answer sheets

6. Session Plan:

Sessio Topic/ Sub Topic Reference/ Pedagogy Session learning CLO

n Readings outcomes
Module 1: Introduction
1 Relevance of consumer (SWK); Ch 1, Class At the end of the CLO 1
behaviour for marketing Pp. 2-21 Discussion session student will
function understand relevance
 Defining consumer Reading 1: of consumer
behavior Meeting Changes & behaviour for
 CB and the marketing Challenges. marketing function
concept (Handout)
 CB and Customer Value
 Effective segmentation of
markets and the role of
CB.
2 Gaining Consumer Insights (SWK); Ch 15, Case At the end of theCLO 1
Carrying out a well-rounded Pp. 418-439 Discussion session student will
consumer research program understand the
Case 1 process to get
Discussion of consumer insights
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 Himalaya Face
Wash: Brand
Associations &
Lifestyles Ch15,
PP.439-445
Module 2: Internal Drivers of Consumer Behaviour
3 Consumer motivation &(SWK) Ch 3, Pp. Class At the end of the CLO1,
Personality 58-72 Discussion session student will 2
 The Dynamics of understand and
motivation (Needs, Goals,Reading 2: identify the motives
Need Arousal, SelectingConsumer behind buying &
Goals) Motivation consumption of
 Systems of Needs(Handout) range of products
(Murray’s List of
Psychogenic Needs,
Maslow’s Hierarchy of
needs, A Trio of Needs)
 The Measurement of
Motives
4 Marketing interventions forCase 2: Titan Case At the end of theCLO 2,
creating purchase motives watches Discussion session student will3
(Handout) understand and
develop an
understanding of
internal drivers of
consumer behaviour.
5  The Facets of Personality (SWK); Ch 3, Pp. Debate: Do At the end of theCLO 1,
 Theories of Personality72-88 products session student will2
(Freudian Theory, Neo- shape the understand and
Freudian PersonalityReading 3: personality or demonstrate the
theory, Trait Theory) The significance of personality ability to match
 Personality traits andsocial Identity shape the between consumer
Consumer Behaviour. (Handout) products? and brand
personality-like traits

6 Strategies for pitching the(SWK); Ch 3, Case At the end of theCLO 2,

market offering to achieve anPp. 88-94 Discussion session student will3
effective brand –consumer fit understand and
 Product & BrandCase 3: examine the concept
personification HCL of personality &
 Self and self- image lifestyle to product
purchase
7 Consumer Lifestyle Guest Talk 1 CLO
1,2
Consumer Perceptions and(SWK); Ch 4, Class At the end of theCLO 1,

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 Brand Positioning Challenge Pp. 98-120 Discussion session student will2
8  Sensory Dynamics of understand the
Perception influence of
 Elements of perception consumer perception
 Structure of human brain on buying.
(Right, Left brain) and its
implications for marketing
strategy
 Impulse buying
9 Effective Marketing(SWK); Ch 4, Pp. Case At the end of theCLO 2,
Interventions for shaping and122-133 Discussion session student will3
reshaping perceptions understand effective
Case 4:
 Consumer imagery and its marketing
The brave new
market application intervention for
world of Subway
 Perceived Quality reshaping
Advertising
 Perceived Risk
perceptions
10 Consumer Learning &(SWK); Ch 5, Class At the end of theCLO 1
Memory and the brand recallPp. 138-163 Discussion session student will
challenge understand the
 Elements of learning strategic implication
 Classical Conditioning of cognitive and
 Strategic application of behavioral learning.
consumer learning &
measures of consumer
learning.
11 Consumer attitudes: shaping(SWK), Ch 6, Class At the end of the CLO1,
and formation Pp. 168-188 Activity on session student will2
 Consumer attitudesReading 4: Theory Consumer understand and will
definition of Planned attitude be able to capture &
 Structural models ofBehaviour formation: device mechanism
attitude Select firms/ for favorable
 Attitude formation Reading 5: Issues brands consumer attitude for
Involvement can product & services.
Increase or decrease
persuasion
12 Modification of consumer(SWK); Ch 6, pp. Case At the end of the
attitudes using effective188-197 Discussion session student willCLO1,
marketing interventions understand and2
 Attitudinal Change andCase 5: analyze the role of
modification Tata Gold attitude in market
Project review due place
13 How does Marketing influence Guest Talk 2 At the end of theCLO 2
attitude? session student will
understand and
integrate the

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 Concepts
Module 3: External Drivers of Consumer Behaviour (Group influences)
14 Group membership influences(SWK); Ch 9, Class At the end of theCLO1
on consumer choices Pp. 250-263 Discussion session student will
 Role of opinion understand the
leaders/role Video on role and consumer profile in
models/celebrities etc.,choice of celebrities cultural setting & its
when do they fail to marketing
influence? implications

15 Marketing Interventions for (SWK); Ch 9, Class activityAt the end of theCLO3

mobilizing positive word ofPp. 264-270 on role of E-session student will
mouth and Opinion WOM understand and
Leadership demonstrate role of
reference group in
product acceptance
16 Role of family structure in(SWK); Ch. 10 Class At the end of theCLO1
determining the consumptionPp. 278-297 Discussion session student will
patterns Consumption understand the role
socialization through family of family structure in
 Family Life cycle determining the
 Family decision making consumption patterns
and buying roles
 Impact of Changing family
& family decision making
on marketing Strategy
Formulation
17 Role of social class and(SWK); Ch 10, pp. Class At the end of the
income in determining297-311 Discussion session student willCLO1,
consumption patterns understand and2
 Social classificationReading 6: demonstrate
schema Shopper’s Stop influence of social
 Measurement and profiling class in product
of social class purchase
 Application of social class
in understanding behavior
18 Influence of culture on(SWK); Ch 11, Discussion At the end of theCLO1,
consumer aspirations andPp. 314-325 session student will2
behaviour understand and
 Dynamism of culture and examine consumer
sub culture profile in cultural
 Measurement of culture setting & its
and profiling marketing
 Multicultural Marketing implications
Strategies
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Module 4: Consumer Decision Making
19 Structure and Process of(SWK); Ch 13, Discussion At the end of theCLO 1
consumer decisions Pp. 366-375 session student will
 Levels /Types of decision understand and probe
making decision making
 Consumer Decisions - models to understand
High, medium and low development of
involvement consumer
 Managing the dissonance engagement with
challenge brand
 Impact of Social
Networking Sites on
consumer decision making
 Why do consumers
develop brand loyalty?
20 Implication of ConsumerCase 6: Case At the end of theCLO 2
Decision Making Models forSpencer’s Tire Discussion session student will
marketing Strategypurchase understand and gain
Formulation: insight of consumer
 Views of consumer decision making
Decision Making models
 Input Output Model
 Howard Sheth Model
Project report due
21. Managerial Implications⃰⃰Handouts Presentation At the end of theCLO 3
Consumer research session student will
understand and apply
the understanding of
determinants of CB
in designing new
marketing strategies
for firms
Managerial Implications⃰⃰Handouts Presentation At the end of theCLO 3
22 Consumer research session student will
understand and apply
the understanding of
determinants of CB
in designing new
marketing strategies
for firms
23 Managerial Implications⃰⃰Handouts Presentation At the end of theCLO 3
Consumer research session student will
understand and apply
the understanding of
determinants of CB
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 in designing new
marketing strategies
for firms
24 Integration of various Handouts Discussions At the end of the CLO
platforms of consumer buying session student will 2, 3
for a clear strategic advantage understand
Integrated Buying
Behavior

Institute’s Policy Statements

It is the responsibility of every student to be aware of the requirements for this course, and
understand the specific details included in this document. It is emphasized that this course requires a
significant commitment outside of formal class contact. The learning tasks in this course may
include classes (lectures or seminars), required reading, the preparation of answers to set questions,
exercises and problems, and self-study. In addition, students may be required to complete an
assignment, test or examination.

LMS-Moodle/Impartus:

LMS-Moodle/Impartus is used to host course resources for all courses. Students can download
lecture, additional reading materials, and tutorial notes to support class participation.

Late Submission

Assessment tasks submitted after the due date, without prior approval/arrangement, will be not be
accepted. Requests for extension of time must be made with the faculty member concerned and
based on Special Consideration guidelines.

Plagiarism:

Plagiarism is looked at as the presentation of the expressed thought or work of another person as
though it is one's own without properly acknowledging that person. Cases of plagiarism will be
dealt with according to Plagiarism Policy of the institute. It is advisable that students should read
Student Handbook for detailed guidelines. It is also advisable that students must not allow other
students to copy their work and must take care to safeguard against this happening. In cases of
copying, normally all students involved will be penalised equally; an exception will be if the student
can demonstrate the work is their own and they took reasonable care to safeguard against copying.

RUBRICS FOR ASSESSMENT TASKS

1. WRITTEN ASSIGNMENT (GROUP): Review of Marketing Communications

CLO2- Analyze consumer decision making process overviewing various external and internal
forces impacting it.

Criteria Ratings
10
 (Max 15) Below Expectations Meets Expectations Exceeds Expectations

Selection of ads over 3-5 Did not select ads over Did select ads over last Did select ads over a
years to identify last 3-5 years. Did not 3-5 years. Briefly larger period of time (5
emerging trends & identify emerging described limited years and beyond).
understand trends/ characteristics emerging trends/ target Extensive described
segmentation and of target segment/ segments. major trends &
targeting of the brand. segments. demographic and
Max. 3 (BE-1, ME- 2, EE-3) psychographic
characteristics of
segments
Identification in Did not clearly outline Briefly outlined with Explained
modification of modifications in explanation for modifications on the
communication elements of marketing modification in basis of consumer
(positioning) communications and communication on the behaviour concepts
Max. 4 (BE <1.5, ME- 1.5-3, rarely commented on basis of marketing such as positioning,
EE >3) the content of concepts. personality, consumer
advertisements. motivation and self-
concept etc.
Analysis of consumer Provided a casual Provided a brief Provided a sound
decision making observation on explanation on various rationale on the various
Max. 4 (BE <1.5, ME- 1.5-3, consumer decision facets of consumer facets of decision
EE >3) making process. decision making making
process.
Teamwork Group did not work Group communicated Group worked very
Max. 4 (BE <1.5, ME- 1.5-3, well together. There relatively well with a well with each other
EE >3) were obvious few lapses in the and the presentation
miscommunications presentation; some was shared equally
and lapses in the students dominated the among the group
presentation. presentation and others members.
did not participate
much.

2. VIVA-VOCE: INDIVIDUAL

CLO1- Illustrate basic concepts and theories of consumer behavior.

Criteria Ratings

(Max 20) Below Expectations Meets Expectations Exceeds

Expectations
Understanding of the basic Does not recall and Able to recall and Able to recall and
concepts and theories of define most of the define some of the define most of core
consumer behaviour. core concepts of CB
core concepts of CB concepts of CB and
Max. 10 (BE <3.5, ME-3.5-8, EE >8) & the student is
while the student is the student is able to
unable to illustrate
the same. able to illustrate the illustrate them with
same in a limited ease.
manner.
Application of concept/ Unable to offer Able to apply some Able to apply a
theory in given situation. application of the of the conceptual majority/ all of the
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 Max. 10 (BE <3.5, ME-3.5-8, EE >8) conceptual frameworks with conceptual
frameworks with limited evidences in a frameworks with
evidences in a given given business suitable evidences in
business situation. situation. a given business
situation.

3. C.I. PROJECT REPORT: GROUP

CLO3- Formulate Marketing strategies based on Consumer research.

CRITERIA Below Expectations Meets Expectations Exceeds Expectations

(Max 10 Marks)
Understanding of Has selected the Has selected the Has selected research
research situation. research situation/ research situation/ situation/ problem after due
Identification of problem very casually. problem after some deliberation. Good
appropriate research There is a weak deliberation. The relationship between
objectives. Quality of relationship between relationship between problem and research
questionnaire problem and research problem and research objectives. Questions are
developed. objectives. Questions objectives is very developed carefully.
Max. 3 (BE= 1, ME- 2, EE are developed casually. average. Questions are Analytical tools are
-3) No consideration given developed carefully. considered technically
to measurement scales. Due consideration given while selecting scales of
to measurement scales. questions.
Synthesis across Has attempted to Has attempted to do Has attempted very good
research objectives, conduct little synthesis reasonable synthesis synthesis across research
research questions, across research across research objectives. Sound analysis,
analytical tools, objectives. Poor objectives. Sufficient findings &
findings and analysis, findings & analysis, findings & recommendations towards
Recommendation recommendations recommendations marketing strategies.
Max. 4 (BE< 1.5, ME- 1.5- towards marketing towards marketing
2,5, EE>2.5) strategies. strategies.
Collaborative Teammates did not A few among team Teammates worked upon
approach share ideas and only a members worked upon shared ideas and every
Max. 3 (BE= 1, ME- 2, EE few members shared ideas and not all member contributed
-3) contributed. members contributed equally.
equally.

4. C. I. PROJECT PRESENTATION: INDIVIDUAL

CLO3- Formulate Marketing strategies based on Consumer research.

CRITERIA Below Expectations Meets Expectations Exceeds Expectations

(Max 10)
Content & Has offered limited Has offered sufficient Has offered excellent
Analysis. content & analysis of content & analysis of content & analysis of
Max. 5 (BE <2, ME- research outcome for research outcome for research outcome for
2-4, EE >4.5) identifying marketing identifying marketing identifying marketing

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 strategies. strategies. strategies.
Presentation Not able to communicate Able to communicate Has excelled in
Style and defence clearly the content, less clearly the content, shows communication of
of research confidence in delivery reasonable confidence in content, very confident
outcome. and defence of research delivery and defence of in delivery and defence
Max. 5 (BE <2, ME- outcome. research outcome. of research outcome.
2-4, EE >4.5)

5. END TERM

CLO1- Illustrate basic concepts and theories of consumer behavior.

CLO2- Analyze consumer decision making process overviewing various external and internal
forces impacting it.

Criteria Below Expectations Meets Expectations Exceeds Expectations

(Max 40)
Conceptual Does not demonstrate Does demonstrate a Does demonstrate a
Clarity clarity of CB concepts limited amount of clarity superior level of clarity
(CLO1) asked and student makes of CB concepts asked and of CB concepts asked
Max. 20 (BE <7,
ME- 7-16, EE >16)
strained/ no explanation student is able to explain and student is able to
through contemporary some of them with explain most of them
examples. contemporary examples. through contemporary
examples.
Application & Unable to offer Able to apply and analyze Able to apply and
analysis application and analysis some of the conceptual analyze a majority/ all
(CLO2) of the conceptual frameworks with limited of the conceptual
Max. 20 (BE <7, frameworks with evidences in a given frameworks with
ME- 7-16, EE >16) evidences in a given business situation. suitable evidences in a
business situation. given business
situation.

#Max- Maximum Points, BE- Below Expectations, ME-Meets Expectations, EE-Exceeds

Expectations.

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