Course Title: PRINCIPLES OF CONSUMER BEHAVIOUR

Course Level:UG L T P/S SW/FW No. of TOTAL CREDIT

PSDA UNITS
Course Code: MKTG304
Credit Units: THREE 2 - - 2 3 3

Course Objectives:
The course will help the students take a holistic view of the buyer; it will help equip them with knowledge of various models and frameworks to help
understand buyer behaviour and align the knowledge with formulation of appropriate marketing strategies. The objective is to gain an understanding of the
theoretical and conceptual concepts of buyer behaviour and apply them to real life marketing situations and practices.

Prerequisites:

The student opting for this course should have successfully completed the course Principles of Marketing I & II.

Student Learning Outcomes:

The students who successfully complete the course will be able to identify and relate to the importance of consumer behaviour in the overall marketing
process.
The graduate of the course will be better equipped to analyze, review and discuss as to how and why consumers behave in general and by segments.
The students will be able to employ, illustrate and interpret tools used to uncover underlying aspects of consumer psychology that runs behind the
decision making process
The student will be able to apply knowledge of buyer behaviour to create product, service and marketing ideas in ways that motivate consumers to act.
The students would understand how technology is used in understanding the customer behavior and choices
 Course Contents/Syllabus:
Weightage (%)
Module I Introduction
Consumer Behaviour: Definition and significance. 15
Understanding consumer and market: Profile of Indian and Global Consumers.
Applications of consumer behaviour knowledge in marketing
Methods of consumer research
Module II External Influences on Buying Behaviour
Culture: Meaning and Characteristics. 20
Cross Cultural understanding of Consumer Behaviour. Subculture,
Social class, Demographics and social stratification
Social Groups: Meaning and formation of a group, group properties.
Family: Lifecycle and its significance on Consumer Behaviour.
Family purchase decision process.
Reference group influences on consumer behaviour and marketing strategy.
Module III Internal Influences on Buying Behaviour
Personality, self concept and Lifestyle and its relevance in consumer behaviour. 25
Motivation: Nature and role of motives and their significance in marketing.
Perception and Marketing Strategy;
Consumer Learning
Outcomes and measures of consumer learning
Attitudes: Characteristics, functions and its importance in buyer behaviour.
Strategies for changing attitude and intentions
Module IV Consumer Decision Process
25
 Consumer decision process model
 Types of consumer decisions.
 Situational Influences.
Problem Recognition, Search and Evaluation, Purchasing Process.
Post-purchase Behaviour: Post Purchase evaluation, Post-purchase dissonance and Product disposition.

Module V : Technology Diffusion

 Cyber psychology
15
 How consumers influence technology and how technology changes consumers
 Customer Life Time Value Analysis
 Customer choice predictions
 Recommendation of products based on collaborative choices
 Pedagogy for Course Delivery:

The course will employ lectures, case studies and class discussions. The students of the course will be required to conduct a consumer research project which will focus on
understanding consumer behaviour relating to a particular product, service, or other consumer offering. The project will provide a hands-on opportunity to understand specific
behaviours that consumers engage in.

List of Professional Skill Development Activities (PSDA):

1. Project 1: “Identify a particular sector. Interview 30-40 customers using various brands in that sector on their lifestyle. Map how the brands use by them
reflects their lifestyle and evaluate the consumer brand selection on the basis of VALS Framework”
The purpose of this project is to offer the opportunity to analyze the consumer Lifestyle and exercise creativity and ability to discover and exploit opportunities
by using consumer behaviour concepts.

2. Project2: “Select a company that produces several versions of the same product under the same brand name. Visit the firm’s website and prepare a list of
the product items and the benefits that each item offers to consumers. Interview 50 customers and identify if all these benefits are believable and do they
persuade consumers to buy the different versions of the product”
The purpose of this project is to analyze the firms products offered to customers and relating customer perception to various attributes being
offered under a brand name.

3. Project3: “Specify both Innate and acquired needs that would be useful bases for developing promotional strategies for a) Global positioning system b)
sunglasses that can be customized online c) a new version of Iphone. For each of the situations, select one level from Maslow’s hierarchy of human needs
that can be used to promote and position the product to a given market segment. Describe how would you use the need you selected in promoting the
product and the market segment selected.What are the advantages and disadvantages of using Maslow’s need hierarchy in segmentation and Positioning?”
The purpose of this project is to understand the concept of Motivation and its application in Segmentation and position.

Assessment/ Examination Scheme:

Theory L/T (%) Lab/Practical/Studio (%) End Term Examination

30% NA 70%

Theory Assessment (L&T):

 Continuous Assessment/Internal Assessment End Term
(_30 %) Examination
(_70%)
Components (Drop Class Project Presentation Attendance
down) Test(CT)

Linkage of PSDA with - The students shall prepare a report graded based upon Students will make a - -
Internal Assessment creativity, timeliness, specificity, depth and breadth of presentation or face a viva-voce
Component, if any analyses, and viability of the recommendations made. to defend their project report
Weightage (%) 10 10 5 5 70

Text & References:

Schiffman, Leon G / Kanuk, Leslie Lazar, (2010), Consumer Behaviour, PHI,
Hawkins et al, (2006), Consumer Behaviour. McGraw Hill
Blackwell et al (2009), Consumer Behaviour, Thomson Publishing
Solomon (2007),Consumer Behaviour, Prentice Hall
Loudon, David / Bitta, Albert Della (2008),Consumer Behaviour: Concepts & Applications, Tata McGraw Hill