Course Outline - Consumer Behaviour - MST (M) 102 - PHD - Nov - 2016 - Rojhe PDF

Course Name: Advanced Consumer Behavior
Code: MSP (M) 102

Hours: 2+3
Credits: 5
Lectures – 30
Tutorials/Case - 45
Course Description:
The course is designed to develop deep understanding of psychological & socio cultural influences
on consumer behavior. This course aims at developing cognitive ability of consumer behavior
concepts to support research in field of consumer behavior. The topics in the course covers wide
spectrum of concepts in role of consumer behavior in marketing, how internal attributes of
consumers such as motivation, perception, attitudes, personality as well as how environment
influences like social, cultural & political aspects affect behavior of consumers. Subsequently
along with knowledge of various models of consumer behaviour, the students will be able to
comprehend consumer decision making process and how the internal & external factors interact
and influence behavior of consumers while they select, buy, use, consume & dispose goods &
services.
Course Content:
Unit-I: Introduction to consumer behavior and marketing Strategy
Introduction to consumer behavior, Simple model of Consumer behavior, Consumer behavior &
marketing strategy
Unit-II: Consumer Involvement and process in consumer behavior

Consumer involvement, Information search, Evaluative criteria, Purchase behavior & choice,
Post purchase behavior.
Unit-III: Process & output stage in CB, social & cultural settings
Motivation, Consumer Attitude, Personality & self-concept
Unit-IV: Process & output stage in CB, social & cultural settings
Consumer Behavior Audit, Social, cultural, political & economic influences
Course Outcome:
1. Knowledge Outcome:
At the end of the course, the student should be able to:
 Understand core concepts in consumer behavior
 Become aware of how consumers take decisions
 Understand the internal & external variables influencing consumer behavior
 Know about interventions to influence and change behavior of consumers
 Develop cognitive ability for research in the field of consumer behavior
2. Skill Outcome:
The course will enable the students to develop practical skills in form of
 Determining which aspect of CB the consumers may be displaying
 Ability to take decisions with reference to psychological & environmental factors
 Aptitude to interpret & influence behavior of consumers
 Develop & align marketing strategy in relation to consumer behaviour
Methodology:
 30 lectures to discuss the theoretical concepts
 20 Tutorials
 5 case studies
 1 Project based on area in which student wish to pursue research to be completed in 4
weeks / 20 classes
Grading:
Internal assessment – assignments/quizzes/attendance - 20%
i. Assignments/Project 8%
ii. Quizzes 7%
iii. Attendance 5%
Mid-term exam - 30%
Final exam - 50%
Required Books and Materials:
Text Books:
• Schiffman, LG and Kanuk, LL: Consumer Behavior, Prentice Hall of India, N.Delhi, 1994
Reference Book:
 Lindquist D Jay, Sirjy Joseph M: Consumer Behavior, Cengage Learning India, 2009
 Prakash, Shri: Theory of Consumer Behavior, Vikas Publishing House New Delhi,
2010Michael J Etzel, Bruce J Walker, William J Stanton and Ajay Pandit, “Marketing,”
Tata McGraw Hill, New Delhi
Lecture Schedule MS (M) 551 Consumer Behavior
Lecture: 1 Plan for the semester & Subject Icebreaking

 Power Point based interaction 
Pedagogy
 Class discussion about need of consumer behaviour
 Syllabus 
Topics to be covered  Pedagogy
 Evaluation system
1. Students will be able to understand the importance of consumer
Learning Outcome
behaviour and its importance in marketing
Readings Class Discussion ,Syllabus & lecture schedule
Case Study/Practical Examples from Apple, Honda & Maggi
Assignment/Quiz/Project -
Instructions for Next
-
lecture
Lecture: 2 Introduction to consumer behaviour 1

Pedagogy  Class discussion about purchasing patterns & behaviour of
participants
 Consumer behaviour meaning
Topics to be covered  Introducing consumer behaviour
 Simple model of CB
1. Students will be able to understand the meaning of consumer
behaviour
Learning Outcome
2. Awareness of components of Consumer behaviour & simple model
of CB
Consumer Behaviour Tenth Edition by Leon G Schiffman, Leslie
Readings
Lazar Kanuk & S Ramesh Kumar, pp 2-21.
Case Study/Practical Practical examples
Instructions for Next Reading & preparation of Case Study, " Mapping the mind of a
lecture Shopper"
Lecture: 3 Consumer Behaviour and Marketing Strategy 1
Pedagogy
 Class discussion about marketing strategies of leading companies
 Marketing Strategy
Topics to be covered
 Strategic Process
1. Students will be able to understand marketing strategy
Learning Outcome
2. Awareness of thrust areas of marketing strategy
Readings Class Notes/ Reference material (CN/RM)
Case Study/Practical -
Revision of topics discussed in class
lecture
Lecture: 4 Consumer Involvement & decision making 1

Pedagogy  Class discussion about low, medium & high involvement
purchases
 Consumer Involvement
 Levels of involvement
1. Students will be able to understand antecedents of involvement
Learning Outcome
2. Awareness of consumer involvement in marketing strategy
lecture
Lecture: 5 Consumer Involvement & decision making 2
Pedagogy  Class discussion about low, medium & high involvement
purchases
 Consumer Involvement
 Levels of involvement
1. Students will be able to understand antecedents of involvement
Learning Outcome
2. Awareness of consumer involvement in marketing strategy
lecture
Lecture: 6 Problem Recognition 1

Pedagogy  Discussion about how consumers obtain information for purchase
decision
Topics to be covered  Decision making process
 Problem recognition
1. Students will be able to understand sources of information
Learning Outcome
2. Awareness of factors that influence information search
Readings Consumer Behaviour by Jay D Lindquist & M Joseph Sirgy pp 44-49
-
lecture
Lecture: 7 Problem Recognition 2
decision
 Decision making process
 Problem recognition
Learning Outcome
-
lecture
Lecture: 8 Information search process 1

decision
 Information meaning & sources
 Information search considerations
Learning Outcome
-
lecture
Lecture: 9 Information search process 2
decision
 Information meaning & sources
 Information search considerations
Learning Outcome
-
lecture
Lecture: 10 Evaluative criteria and decisions rules 1

Pedagogy
 Discussion about how consumers evaluate alternatives
 Meaning of evaluation 
 Methods of evaluation of alternatives
1. Students will be able to understand how consumers evaluate
Learning Outcome marketing offerings
2. Awareness of decision making rules employed by consumers
Consumer Behaviour by Jay D Lindquist & M Joseph Sirgy pp 66-
Readings
105
-
lecture
Lecture: 11 Evaluative criteria and decisions rules 2
Pedagogy
 Discussion about how consumers evaluate alternatives
 Meaning of evaluation 
 Methods of evaluation of alternatives
1. Students will be able to understand how consumers evaluate
Learning Outcome marketing offerings
2. Awareness of decision making rules employed by consumers
Readings
105
-
lecture
Lecture: 12 Purchase Behaviour

Pedagogy
 Discussion about how consumers purchase
 Purchase behaviour
 Shopping behaviour
1. Students will be able to understand how consumers select outlet &
Learning Outcome brands
2. Awareness of shopping orientations
Readings
121
-
lecture
Lecture: 13 Choice
Pedagogy
 Discussion about how consumers purchase
 Choice
 Outlet & brand selection behaviour
1. Students will be able to understand how consumers select outlet &
Learning Outcome brands
2. Awareness of shopping orientations
Readings
121
-
lecture
Lecture: 14 Consumption & Post Purchase Behaviour - 1

Pedagogy
 Discussion about how dimensions of post purchase behaviour
 Post Purchase behaviour
 Product disposition
1. Students will be able to understand how dispose goods & services
Learning Outcome
2. Awareness of expectation realization gap
Readings
137
-
lecture
Lecture: 15 Consumption & Post Purchase Behaviour -2
Pedagogy
 Discussion about how dimensions of post purchase behaviour
 Post Purchase behaviour
 Product disposition
1. Students will be able to understand how dispose goods & services
Learning Outcome
2. Awareness of expectation realization gap
Readings
137
-
lecture
Lecture: 16 Consumer Motivation - 1

Pedagogy
 Discussion about how needs lead to motivations
 Types of needs
 Theories of motivation
1. Students will be able to understand concepts of needs
Learning Outcome
2. Awareness of motivation process
Readings
Lazar Kanuk & S Ramesh Kumar, pp 88-116
-
lecture
Lecture: 17 Consumer Motivation - 2
Pedagogy
 Discussion about how needs lead to motivations

 Theories of motivation
1. Students will be able to understand concepts of needs
Learning Outcome
2. Awareness of motivation process
Readings
-
lecture
Lecture: 18 Information processing and consumer perception - 1

Pedagogy
 Discussion about stimuli, sensation & perceptions
 Sensory dynamics of perception
 Elements of perception
1. Students will be able to understand how consumers perceive
Learning Outcome
2. Awareness of elements that form perceptions
Readings
-
lecture
Lecture: 19 Information processing and consumer perception - 2
Pedagogy
 Discussion about stimuli, sensation & perceptions
 Sensory dynamics of perception
 Elements of perception
1. Students will be able to understand how consumers perceive
Learning Outcome
2. Awareness of elements that form perceptions
Readings
-
lecture
Lecture: 20 Consumer attitude formation and Attitude change - 1

Pedagogy
 Discussion about election campaign by political parties
 Structural Models of attitude
 Attitude formation
1. Students will be able to understand concept of attitude
Learning Outcome
2. Awareness of how attitude is formed
Readings
-
lecture
Lecture: 21 Consumer attitude formation and Attitude change - 2
Pedagogy
 Discussion about election campaign by political parties
 Structural Models of attitude
 Attitude formation
1. Students will be able to understand concept of attitude
Learning Outcome
2. Awareness of how attitude is formed
Readings
-
lecture
Lecture: 22 Influence of Personality and self-Concept on Buying Behaviour - 1

Pedagogy
 Discussion about how personality influences behaviour
 Theories of personality
 Personality & understanding consumer behaviour
1. Students will be able to understand how concept of personality
Learning Outcome
2. Awareness of influence of personality on consumer behaviour
Readings
-
lecture
Lecture: 23 Influence of Personality and self-Concept on Buying Behaviour - 2
Pedagogy
 Discussion about how personality influences behaviour
 Theories of personality
 Personality & understanding consumer behaviour
1. Students will be able to understand how concept of personality
Learning Outcome
2. Awareness of influence of personality on consumer behaviour
Readings
-
lecture
Lecture: 24 Models of Consumer Behaviour -1

Pedagogy  Discussion about consumer behaviour in real business
environment
 Simple models of Consumer behaviour 

1. Students will be able to understand how & why consumers behave
Learning Outcome as they do
2. Awareness of various aspects influencing consumer behaviour
Theory of Consumer Behaviour by Dr. Shri Prakash, Vikas
Readings
Publishing House Pvt. Ltd. Pp 204-236
-
lecture
environment
 Howard Sheth Model

Readings
-
lecture

environment
 Black Box Model

Readings
-
lecture
environment
 Nicosia Model 

Readings
-
lecture
Lecture: 28 Consumer Behaviour Audit

Pedagogy  Discussion about how to deal with dynamics of CB as a result of
environment change
 Analysing behaviour of consumers
 Taking corrective actions
1. Students will be able to understand how to deal with changes in
Learning Outcome consumers behaviour
2. Awareness of CB audit
Readings Class Notes
-
lecture
Lecture: 29 Family, Social, cultural, Influences on Consumer Behaviour -1
Pedagogy  Discussion about how external environment affects consumer
behaviour
 Consumer in their social & cultural setting
Topics to be covered  How consumer attitude & behaviour is moulded by economic &
political factors
1. Students will be able to understand how social, cultural, economic
Learning Outcome & political factors shape CB
2. Awareness of Social & cultural dimensions
Readings
-
lecture
Lecture: 30 Family, Social, cultural, Influences on Consumer Behaviour -2

Pedagogy  Discussion about how external environment affects consumer
behaviour
 Consumer in their social & cultural setting
Topics to be covered  How consumer attitude & behaviour is moulded by economic &
political factors
1. Students will be able to understand how social, cultural, economic
Learning Outcome & political factors shape CB
2. Awareness of Social & cultural dimensions
Readings
-
lecture

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Course Name: Advanced Consumer Behavior

Code: MSP (M) 102

Unit-I: Introduction to consumer behavior and marketing Strategy

Unit-II: Consumer Involvement and process in consumer behavior

Lecture: 1 Plan for the semester & Subject Icebreaking

Lecture: 2 Introduction to consumer behaviour 1

Lecture: 4 Consumer Involvement & decision making 1

Lecture: 6 Problem Recognition 1

Lecture: 8 Information search process 1

Lecture: 10 Evaluative criteria and decisions rules 1

Lecture: 12 Purchase Behaviour

Lecture: 14 Consumption & Post Purchase Behaviour - 1

Lecture: 16 Consumer Motivation - 1

Lecture: 18 Information processing and consumer perception - 1

Lecture: 20 Consumer attitude formation and Attitude change - 1

Lecture: 22 Influence of Personality and self-Concept on Buying Behaviour - 1

Lecture: 24 Models of Consumer Behaviour -1

Lecture: 26 Models of Consumer Behaviour -3

Lecture: 28 Consumer Behaviour Audit

Lecture: 30 Family, Social, cultural, Influences on Consumer Behaviour -2

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