JAIPURIA INSTITUTE OF MANAGEMENT, NOIDA

PGDM (SM) Term-IV; AY-20-21; Batch 2019-21

1. Course Information
Post Graduate Diploma in Management
Course Code and title MKT401; CONSUMER BEHAVIOR
Credits 3
Term and Year IV Term, 2020-21
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 Dr. Santosh K Sood
Course Instructor Email santosh.sood@jaipiria.ac.in
Course Instructor Phone (Office) 372
Student Consultation Hours As offered by faculty
Office location Designated cabin (second floor)

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 to comprehend consumer behavior at marketplace
(Apply- Conceptual) *.
CLO2- Analyze consumer decision making process in a given marketing situation (Analyze:
Differentiate- Conceptual).
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CLO3- Design marketing strategies based on consumer research (Create-Procedural).

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

4. Mapping of CLOs with PLOs and GAs

List of PLOs
PLO1: Communicate Effectively.
PLO2: Demonstrate the Ability to Work in Teams to Achieve Desired Goals.
PLO3: Reflect on business situations applying relevant conceptual frameworks.
PLO4: Evaluate different ethical business perspectives.
PLO5: Determine sustainability issues.
PLO 6: Exhibit creative thinking.
  PLO-
PLO-1 PLO-2 PLO-3 PLO-4 PLO-6
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CLO1 R
CLO2 R
CLO3 M
** M: Mastered; R: Reinforced; I: Introduced

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 X
1

CLO X
2

CLO X X
3

5. Books/ References

 Schiffman, Leon G., Wisenblit Joseph, and Kumar, S. Ramesh. Consumer Behaviour. (11 th
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)
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  Peter, P.J.; and Oslon, JC, Consumer Behaviour and Marketing Strategy, (9 th 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.
 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.
 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
 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.

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

6. Assessment Tasks/ Components

Assessment Item Description Weightage CLO
Written Students in a group of 5-6 members would be assigned 20 % CLO 1
Assignment firms for review of marketing communications released
by a firm over a period of time. Students are expected to
figure the changes and positioning statement and promote
their concepts related to consumer decisions at market
place.
 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
Viva Voce Viva-voce would be taken during mid-term period. This 20% CLO2
would be based on application of the CB concepts and the

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 work that has been undertaken by the student /future plans
on their project.
 Individual Assessment
Consumer Consumer Insight Project would be an assignment 20% CLO 3
Insight Project wherein students would be required to carry out a field
(Report & study into a research problem/ issues on a topic of their
Presentation) 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 and students are expected to apply relevant
conceptual framework to design appropriate marketing
strategies for the business firm.
 Suggested time to devote to this task: 6-8 Weeks
 Submission details: Soft copy upload on LMS
 After 20th session
 Individual 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
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

7. Mapping CLOs with Assessment Components

CLO 1: CLO 2: CLO 3:

Written Assignment
Embedded
Viva Voce Embedded
Consumer Insight Project Embedded
End Term
Embedded Embedded

8. Prescribed Videos for Blended Learning:

The instructor would share 7-10 flipped videos/reading material related to following topics:
 How conscious consumerism is taking root in India
 Marketing to Millennials/ Digital Natives
 Evolving Customer Engagement Strategies for consumers of Gen Z
 Product Development Strategies based on customer personality and attitudes
 Online Influences on Brand Choices
 Global Culture & Ethnic Subcultures
 Geo-Lifestyle analysis (PRIZM)
 Hofstede’s Cultural Dimensions Theory
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 *The above list is suggestive and not exhaustive.

9. 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 Video 1
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
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

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 develop an
understanding of
Video 2 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 demonstrate the
theory, Trait Theory) The significance of or ability to match
 Personality traits andsocial Identity personality between consumer
Consumer Behaviour. (Handout) shape the and brand
products? 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
TS 1 Consumer Lifestyle Video 3 Guest Talk 1 CLO
(TUTORIAL SESSION 1) 1,2
Consumer Perceptions and(SWK); Ch 4, Class At the end of theCLO 1,
Brand Positioning Challenge Pp. 98-120 Discussion session student will2
7  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
8 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 world of Subway intervention for
 Perceived Quality Advertising reshaping
 Perceived Risk perceptions
9 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
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 behavioral learning.
10 Consumer Learning & Video 4 Class At the end of theCLO 1
Memory and the brand recall Discussion session student will
challenge understand the
 Strategic application of strategic implication
consumer learning & of cognitive and
measures of consumer behavioral learning.
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
brands consumer attitude
for product &
services.
12 Consumer attitudes: shapingReading 5: Issues Class At the end of the CLO1,
and formation Involvement can Activity on session student will2
 Attitude formation Increase or Consumer understand and will
decrease persuasion attitude be able to capture &
formation: device mechanism
Select firms/ for favorable
brands consumer attitude
for product &
services.
13 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
TS2 How does Marketing Guest Talk 2 At the end of theCLO 2
influence attitude? Video 5 session student will
(TUTORIAL SESSION 2) understand and
integrate the
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. 250-270 Discussion session student will
 Role of opinion Class activityunderstand the
leaders/role Video on role and on role of E-consumer profile in
models/celebrities etc.,choice of celebrities WOM cultural setting & its
when do they fail to marketing
influence? Video 6 implications
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  Marketing Interventions
for mobilizing positive
word of mouth and
Opinion Leadership
15 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
and buying roles patterns
 Impact of Changing
family & family decision
making on marketing
Strategy Formulation
Video 7
16 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 class in product
profiling of social class purchase
 Application of social class
in understanding behavior
17 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
implications

18 Influence of culture on Video 8 Discussion At the end of theCLO1,

consumer aspirations and session student will2
behaviour understand and
 Multicultural Marketing examine consumer
Strategies profile in cultural
setting & its
marketing
implications
Module 4: Consumer Decision Making

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 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
making probe decision
 Consumer Decisions - making models to
High, medium and low understand
involvement development of
 Managing the dissonance consumer
challenge engagement with
 Impact of Social brand
Networking Sites onLive Streaming
consumer decisionSession
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
TS3 Managerial Implications⃰Tutorial Sessions Presentation At the end of the CLO
Consumer research (TS) session student will2, 3
& Integration of various understand and
platforms of consumer buying apply the
for a clear strategic advantage understanding of
determinants of CB
in designing new
marketing strategies
for firms

10. Rubrics for Assessment Tasks

A. RUBRICS FOR WRITTEN ASSIGNMENT (20%)

CLO1: Illustrate basic concepts and theories to comprehend consumer behavior

Criteria Ratings
(Max 20) Below Expectations Meets Expectations Exceeds Expectations

Selection of ads over 3-5 Did not select ads over last Did select ads over last 3-5 Did select ads over a larger
years to identify emerging 3-5 years. Did not identify years. Briefly described period of time (5 years and
trends & understand emerging trends/ limited emerging trends/ beyond). Extensive
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 segmentation and targeting characteristics of target
of the brand. segment/ segments.
Max. 6
Identification in modification Did not clearly outline
of communication modifications in elements
(positioning) of marketing
Max. 6 communications and rarely
commented on the content
of advertisements.
Usage of Concepts & Provided a casual
Theories to Comprehend observation on consumer
consumer behaviour decision making process.
Max. 5
Teamwork Group did not work well
Max. 3 together. There were
obvious
miscommunications and
lapses in the presentation.
target segments.
Briefly outlined with
explanation for modification
in communication on the
basis of marketing concepts.
Provided a brief explanation
on various facets of
consumer decision making
process.
Group communicated
relatively well with a few
lapses in the presentation;
some students dominated the
presentation and others did
not participate much.
described major trends &
demographic and
psychographic
characteristics of segments
Explained modifications on
the basis of consumer
behaviour concepts such as
positioning, personality,
consumer motivation and
self-concept etc.
Provided a sound rationale
on the various facets of
decision making
Group worked very well
with each other and the
presentation was shared
equally among the group
members.

B. RUBRICS FOR VIVA VOCE EVALUATION (20%)

CLO2- Analyze consumer decision making process in a given marketing situation

CRITERIA Below Expectations Meets Expectations Exceeds Expectations

(Max 20)
Analysis of Unable to analyze given Able to analyze some Able to analyze most of the given
Marketing situation consumer behaviour related consumer behaviour related consumer behaviour related situations
Max. 10 situations and information situations and information and information really well
Application through Fails to explain concepts Demonstrates ability to Displays excellent application
real life examples with examples, unable to explain most concepts with orientation
Max. 10 relate concepts with practical examples and
practical applications and apply these in real-life
scenarios scenarios

C. RUBRICS FOR CONSUMER INSIGHT PROJECT REPORT (10%)

CLO3- Formulate Marketing strategies based on Consumer research.

Traits Below Expectations Meets Expectations Exceeds Expectation
Gather Relevant Struggles to pinpoint the Clearly identifies the Demonstrates a sophisticated
Information information needed for information required for understanding of what information is
related to consumer research. consumer research. needed for consumer research.
consumer buying
behaviour Gathers information from one Gathers information from Gathers extensive information from a
(5 Marks) source. multiple valid and reliable variety of valid and reliable sources
sources. including journals, texts, etc., specific to
the subject.

Minimal evidence of search/ Evidence of search/ Clear evidence of search/ selection

selection criteria. selection criteria. criteria.
Select and Has limited knowledge on Selects and uses relevant Selects and uses relevant concepts and
Uses Relevant selecting and using relevant concepts and relevant relevant models of CB.
Concepts and concepts and relevant models models of CB.
Frameworks of CB.
of CB
(5 Marks) Requires extensive assistance Requires minimal assistance Needs no assistance in selecting
in selecting relevant concepts in choosing relevant relevant concepts and frameworks.
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 and concepts and frameworks.
frameworks.

D. RUBRICS FOR CONSUMER INSIGHT PROJECT PRESENTATION (10%)

CLO3- Formulate Marketing strategies based on Consumer research.

Be able to identify and apply
(PLO3: Apply relevant conceptual frameworks to business situations:
knowledge of disciplinary or interdisciplinary theory and frameworks to business situations.)
CRITERIA Below Expectations Meets Expectations Exceeds Expectations
(Max 10)
Selects & Uses Has offered limited content & Has offered sufficient content Has offered excellent
relevant CB analysis of research outcome & analysis of research outcome content & analysis of
conceptual framework for identifying marketing for identifying marketing research outcome for
during presentation strategies. strategies. identifying marketing
Max. 6 strategies.
Presentation Style and Not able to communicate Able to communicate clearly Has excelled in
defence of research clearly the content, less the content, shows reasonable communication of content,
outcome. confidence in delivery and confidence in delivery and very confident in delivery
Max. 4 defence of research outcome. defence of research outcome. and defence of research
outcome.

E. RUBRICS FOR END TERM (40%)

CLO1: Use basic concepts and theories to comprehend consumer behavior
CLO2- Analyze consumer decision making process.

Criteria Below Expectations Meets Expectations Exceeds Expectations

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

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

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:

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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.

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