COURSE OUTLINE

Course Title Consumer Behaviour

Course Code 242PMM/242GMM/24 No. of Credits 3
2MCM
Program PGDM /PGDM-Gen/ Academic Year 2019-20
PGDM - Marketing
Department Marketing No. of sessions 25
Faculty Ms. K. Grace Mani Email & grace@ssim.ac.in
Mobile 9848385276
T. Thirumal Reddy Email & thirumalreddyt@ssim.ac.in
Mobile 8688076541

Pre-requisite Courses MM-I and MM-II Co-requisite Courses None

Course Type (Core / Elective-major/ Elective-minor/ Elective-sectoral) Major
Term (Term I/ Term II/ Term III/ Term IV/ Term V/ Term VI) Term IV

Prepared by T. Thirumal Reddy Date of circulation 15.07.2019

Approved by Prof. B. Muralidhara Date of last modification 12.07.2019
Rao

COURSE DESCRIPTION
This course builds upon knowledge gained by the students from Marketing Management I & II courses, and
further enhances students’ understanding of marketing management. Since the primary objective of marketing is
to satisfy customer needs, a good understanding of how those needs arise and how consumers seek to satisfy them
(i.e. consumer behaviour) is a must for effective marketing management. This course enables students to
appreciate consumer behaviour from a variety of perspectives, including Cultural, Social, Personal and
Psychological perspectives.

COURSE CONTENT (BASED ON SYLLABUS)

Unit -1
Need to study Consumer Behaviour
Marketing concept and consumer behaviour; simplified model of consumer decision making; consumer
research; understanding consumer and marketing segments; application of consumer behaviour to
marketing strategies

Unit II
Consumer’s psychological Core I
Consumer motivation, motivation as a psychological force, the dynamics of motivation, types and
systems of needs, the measurement of motives, Personality and consumer behaviour; theories of
personality, consumer perception; sensory dynamics of perception, elements of perception

Unit III
Consumer’s psychological Core II
Consumer learning the elements of consumer learning theory of learning, consumer attitude formation
and change, structural models of attitude, attitude formation, and strategies of attitude change.

Unit IV

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External influences
The family & social class: the changing family – family decision making and consumption related roles
family life cycle, social class – measurement of social class, groups and subgroups, classification of
groups, reference groups. Influence of culture on consumer behaviour. What is culture, culture is
learned, culture is dynamic

Unit V
The consumer’s decision making process and models of behaviour, Problem recognition and
information search; Elevation of Alternatives, Purchase Process, Post purchase processes, customer
satisfaction and customer commitment: post purchase dissonance, purchase evaluation and customer
satisfaction. Marketing ethics and social responsibility.

COURSE OUTCOMES (COs)

On successful completion of the course students will be able to:

1. Explain the contribution of segmentation, targeting and positioning to marketing decision making.
2. Discuss the influence of consumers’ internal characteristics on their purchase behaviour.
3. Describe the impact of various external influences on consumer behaviour.
4. Illustrate the use of market research techniques in understanding consumer behaviour.

TEACHING AND LEARNING ACTIVITIES

During this course, the student is exposed to different concepts and theories relating Consumer behaviour, and
how it is useful to marketer in decision making. Keeping this mind, course design includes an appropriate mix of
lectures, presentations, case discussions, group exercises, role-play and field visits.

COURSE ASSESSMENT METHODS

Assessment item Weightage Brief description (if any)
Short quizzes (2 x 5 marks) 10 Multiple-choice/ questions or true/false/fill in the
blanks/subjective question will be used to test your
knowledge of all materials associated with the
course, such as the text, lectures, videos, and possibly
outside guests’ discussions. Two such quizzes will be
conducted
Case Analysis & Presentation (1 x 5 5 Application of subject knowledge (Annexure 2)
Marks)
Group project (1 x 10 marks) 10 Group learning activities.
Mid-term examination 20 Questions with short and medium length descriptive
answers covering concepts and application.
Term-end examination 50 Questions with short and medium length descriptive
answers, a case study covering both concepts and
application.
Attendance 5
Total 100

Rationale for choosing the above assessment items (if any):

In keeping with the course objectives, continuous learning and continuous evaluation go hand-in-hand in this
course. The goal is to provide continuous feedback on students’ performance, thus giving them an opportunity
for self-reflection and self-correction.

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Assessment tool - CO Matrix: (Note: If there ‘n’ quizzes, fill for each quiz separately)
Assessment item Course Outcomes (COs)
1 2 3 4
Quiz 1 100 x x x
Quiz 2 x x 100 x
Group Project x x x 100
Mid-term examination x x x x
Term-end examination 40 10 30 20
Case 1 & Case 2 Analysis & Presentation 100 x x x
Case 3 Analysis & Presentation x 100 x x

Evaluation rubrics:
Assessment item Annexure no.
Case Analysis and Presentation #1 2
Group Project #2 3

Program Objectives (POs) – TPS

On successful completion of the program graduates will be able to:

1. Apply integrated knowledge of management to business decisions

2. Demonstrate analytical, critical thinking and problem solving abilities.
3. Able to work individually and lead teams.
4. Communicate effectively with all stakeholders.
5. Demonstrate entrepreneurial competencies.
6. Apply ethical principles in making decisions.
7. Engage in independent and life-long learning.

CO - PO Matrix
CO# CO Program Outcomes (POs)
1 2 3 4 5 6 7
CO1 Explain the contribution of 3 1 2 1
segmentation, targeting and positioning
to marketing decision making.
CO2 Discuss the influence of consumers’ 3 2 1 2
internal characteristics on their
purchase behaviour.
CO3 Describe the impact of various external 2 3 1 1 1
influences on consumer behaviour.
CO4 Illustrate the use of market research 3 3 2 1 1 1
techniques in understanding consumer
behaviour.
3: High relevance 2: Medium relevance 1: Low relevance

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Program Specific Objectives (PSOs)-PGDM
1. Understand, analyse and apply management concepts in the multi-functional areas of business like
marketing, human resources, finance etc. for efficient conduct of business organisations.
2. Apply the advanced tools of business analysis for providing solutions in a multi-disciplinary environment.
3. Integrate the knowledge of global business environment in business decision making.

Program Specific Objectives (PSOs)-PGDM Marketing

1. Understand and explain different principles and concepts of marketing and the role of marketing in
business and society.
2. Apply conceptual frameworks, theories and techniques to different market situations.
3. Design marketing strategies and marketing mix solutions for developing and managing products and
services.

CO# CO Program Specific Objectives (PSOs)

PGDM PGDM- BIFAAS
Marketing
1 2 3 1 2 3 1 2 3
CO1 Explain the contribution of 2 1 2
segmentation, targeting and positioning
to marketing decision making.
CO2 Discuss the influence of consumers’ 2 2 2
internal characteristics on their
purchase behaviour.
CO3 Describe the impact of various external 1 2 2
influences on consumer behaviour.
CO4 Illustrate the use of market research 2 1 2 2 2
techniques in understanding consumer
behaviour.

3: High relevance 2: Medium relevance 1: Low relevance

ESSENTIAL & SUGGESTED READINGS

Essential readings:
TEXT BOOK:
Leon G. Schiffman, Joseph Wisenblit, and S. Ramesh Kumar. Consumer Behavior. Delhi: Pearson, 2018. Print.

Additional Reference:

1. Jay D. Lindquist, and M. Joseph Sirgy. Consumer Behaviour. New Delhi: Cengage Learning, 2009. Print.

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2. Ramanuj Majumdar. Consumer Behaviour: Insights from Indian Market. Delhi: PHI Learning Private
Limited, 2010. Print.

3. Dinesh Kumar. Consumer Behaviour. New Delhi: Oxford University

Press, 2015. Print

Suggested readings:
Additional Course Material will be provided to student for gaining practical applications, some it will be from
HBR, etc.

Annexure I
LESSION PLAN

Course Pre-Readings /
Session Topic Outcome Pedagogy / Activity Case study/
Activities
1 Briefing about Course Understanding the
outline, Evaluation pattern Consumer buying
and academic expectation. behaviour of the
students and the
factors influencing
the behaviour

2 Need to study 1 Text Book Page

Consumer Behaviour
Marketing concept,
Consumer behaviour is
interdisciplinary
3 Segmentation,
Targeting and Positioning
4 understanding consumer
and marketing
segments; application of
consumer behaviour to
marketing strategies
5 Motivation –I
Dynamics of motivation,
Theories
6 Motivation –II
Dynamics of motivation,
Theories
No- 3 - 6, 19 – 21.
Lecture & Discussion
1 Text Book Page No.
Lecture & Discussion
– 42-53
1 Text Book Page No.
– 45-60
Discussion using
relevant case
2 Text Book Page
Lecture& Discussion No- 74-88
2 Text Book Page
No- 74-88
Lecture& Discussion

7 Personality, theories and 2 Text Book Page

traits – I
8 Personality, theories and
traits – II (Personality
traits: Openness,
conscientiousness,
extraversion,
Lecture& Discussion
No- 88-108
2 Text Book
Page No. 88-108
Lecture & Discussion

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 agreeableness,
neuroticism)
9 Elements of perception, 2 Lecture & Discussion Text Book
Perceptual selection Page No. 113-166
10 Perceptual organization 2 Text Book
Lecture & Discussion
and interpretation, Page No. 113-166
Consumer imagery,
11 Consumer learning the 2 Text Book
elements of consumer Page No. 169-206
Lecture & Discussion
learning theory of
learning. Classical
conditioning.
12 Instrumental conditioning 2 Text Book
Lecture & Discussion
and Observational learning Page No. 169-206
13 Attitudes and attitude 3 Text Book
Lecture & Discussion
formation, Tri-component Page No. 209-244
model
14 Measuring and altering Text Book
attitudes Lecture & Discussion Page No. 209-244
(Selectively)
15 Culture, Learning cultural 3 Lecture & Discussion Text Book
values, Measuring Page No. 374-396
16 Indian core values and 3 Text Book
Lecture & Discussion
cultural aspects of Page No. 374-396
emerging markets
17 Family decision-making 3 Text Book
and Family lifecycle, Lecture & Discussion Page No. 351-371
Social class -
characteristics, measuring
18 Reference groups - types, 4 Text Book
influences Lecture & Discussion
Page No. 314-348
Credibility of endorsers,
19 4 Discussion using Text Book
Word-of-mouth and Page No. 314-348
Opinion leadership relevant case
20 Consumer decision 4 Lecture & Discussion Text Book Page No.
making - Model, process 450-471
21 Consumer decision 4 Text Book Page No.
Lecture & Discussion
making - Model, process 450-471
22 Case Presentation 4 Case Presentation and
Discussion
23 Diffusion and adoption of 4 Lecture & Discussion Text Book Page No.
innovations 450-471
24 Marketing ethics and 4 Text Book Page No.
Presentations 477-506
social responsibility
25 Case Presentation 4 Case Presentation and
Discussion

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 Annexure II

Case Analysis and presentation:

Objectives: i) To expose the students to different industries and companies, ii) To test their problem
identification and problem solving skills.
Groups will be formed at the beginning of the term. Each group shall go through the case, analyse (with
respect to concepts learned so far and questions posed at the end of the case) and prepare a case write
up. Each group has to submit a two pages’ case write up. Marks will be given based on case write up
and viva-voce. Every group is expected to prepare the allotted case in-dep

Evaluation Component Marks %

Case write up 60%
Viva-Voce (For the purpose of individual assessment) 40%

Case Viva-Voce: 02 marks (Students attendance during viva-voce and answering the questions
will ensure viva marks). Rubrics for the case viva-voce is as follows

Criteria Below expectation Meets expectation Exceeds expectation

(BE) (ME) (EE)
Explain the Lacks an Demonstrates a fair Demonstrates a
contribution of understanding of the understanding of the thorough understanding
segmentation, case, unable to explain case; able to interpret of the case study;
targeting and and interpret the and analyze the analyses of case very
positioning to problems well; draws problems well; most well; draws valid
marketing decision invalid/ improper solutions given are conclusions and
making. (CO1) conclusions from the valid; demonstrates suggestions from the
case; hence, does not some critical thinking; case as well as able to
Discuss the influence appear to have made hence, has made fair relate subject knowledge
of consumers’ internal fair contribution to the contribution to the fairly; expresses new
characteristics on their group effort. group effort. and independent ideas
purchase behaviour. for solving the case
(CO2) problems. Hence, has
made superior
Max marks: 2 contribution to the group
effort.
(BE < 1.0, ME 1.1 -
1.5, EE > 1.6)

Evaluation of Case Analysis Report: 03 marks.

Criteria Below expectation (BE) Meets expectation Exceeds expectation

(EE)
(ME)

Explain the Lacks an understanding Has an understanding of Has a fair

contribution of of the case; hence, the Case; hence, the case understanding of the
segmentation, analysis was not was analyzed sub- case and properly
targeting and
comprehensive, and/or optimally, and/or sub- identified problems; the
positioning to
marketing decision invalid, not relating to optimal conclusions case was analyzed
making. (CO1) the subject and key were drawn from the fairly objectively,
concepts learned. case; sub-optimal hence gave optimal
Recommendations given relationship were recommendation

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Discuss the were poor and not established with key leading to better and
influence of meaningful. services marketing practical solution to the
consumers’ internal concepts and strategies. problems. Fairly relates
characteristics on Recommendations also the case and the
their purchase reflects lack of solution with respect to
behaviour. (CO2) analytical skills. the concept learned
during class.
Max marks: 3.0

(BE < 1.0, ME 1.1 -

2.0, EE > 2.1)

Case Assigned Groups Case Details Course Outcome

Case 1 Gr- 1,2,3 XYLUS: Exploring Consumer Perception CO1

about Premium Watches in the Indian
Context

Case 2 Gr- 4,5,6 Kaya And The Beautycare Market CO1

Case 3 Gr- 7,8,9 Super Shampoo And The Indian Mass Market CO2

All case studies will be provided in advance to the students.

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 Annexure III

Rubrics for Sales Exercise Group Project/ Assignment

Each student will be assigned to a group at the beginning of the trimester. That group is responsible for
a 10-12-page report on consumer behaviour for a chosen retail outlet. The group will prepare report on
the basis of their conceptual understanding, reference material (books, magazines, journals and
newspapers) from the library, and first-hand information gathered through a structured observation
study. Grades will be based on the content of the written report and a formal Presentation. In the
presentation all students from the group must be present on the scheduled date.
Assignment Format: The report must be typed in a double-space paragraph in A4 size pages with
Times News Roman 12 size font and should have a cover page with (1) name (2) roll number (3) date
of assignment is due and (4) title of assignment. Staple all pages together.

The group should submit the report in a phased manner, as announced by the faculty from time to
time. The evaluation of this group exercise will be based on the following five components of the report
and presentation. The group also needs to present the same at a given schedule.

Evaluation Rubrics for the Project (10 M):

Rubrics for the Project Report (6M):

Criteria Below expectation Meets expectation Exceeds expectation

(BE) (ME) (EE)
Illustrate the use of Lacks an understanding Has moderate level of Has fair level of
market research of all aspects of the understanding about understanding about
techniques in project and the prepared the project. Sub- the project and the
understanding reports reflects very optimal level of report importance of the
consumer poor level of work done submitted which assigned work.
behaviour. (CO4) in accordance with the reflects the necessary Reflects in their
expectation. Lacks in components and regular interaction
Max marks: 6.0 subject knowledge and strategies of the sales with the faculty during
lacks of discussion and organization but not project work. Optimal
(BE < 3.0, ME 3.1 - involvement with the very comprehensive. level of report
4.0, EE > 4.1) faculty during the Groups moderately generated by the group
project work. involve and engage which could also help
with the faculty on the sales organization
regular basis to do the in some way if shared
project work in proper with them. Fair reflect
direction. of the subject
knowledge in the
report.

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Presentations: 4 M.

Attendance mandatory during presentation to secure any marks. Evidences such as photos and
interview recording, question asked etc. must be shown during presentations.

Rubrics for the project presentation is given below:

Criteria Below expectation Meets expectation Exceeds expectation

(BE) (ME) (EE)
Illustrate the use of Lacks an Demonstrates a fair Demonstrates a thorough
market research understanding of all understanding of some understanding of all
techniques in aspects of the subject; aspects of the subject; aspects of the subject;
understanding unable to explain and makes original contribution is original
consumer behaviour. interpret the data well; contribution; is able to and significant; analyses
(CO4) Not able to bring out analysis data well; data very well; draws
existing practices; bringing out existing valid conclusions from
Max marks: 4 draws invalid/ practices while the data; expresses new
improper conclusions presenting, most and independent ideas;
(BE < 2.0, ME 2.1 - from the data; hence, conclusions drawn are addresses important
3.0, EE > 3.1) does not appear to valid; demonstrates issues; hence, has made
have made fair some critical thinking; superior contribution to
contribution to the hence, has made fair the group effort.
group effort. contribution to the
group effort.

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