POST GRADUATE PROGRAM IN MANAGEMENT (AY 2021-22)

COURSE PLAN

Course Code <to be inserted by the Office> Term IV

Title of the Course: Consumer Behavior Credit: 1
Course Prerequisites Mktg Mgmt & Mktg Strategy Email ID pa@iimshillong.ac.in

Faculty Facilitator (s) Pradip Sadarangani Contact No. 89740 02032

COURSE DESCRIPTION:
• Consumer Behavior, explores how the examination and application of consumer behavior is central to the
planning, development, and implementation of successful marketing strategies.
• The course is designed keeping in mind that the Indian marketing context that has several unique aspects that
are different from a developed market.
• The diversity and nuances of such a context have been captured in the back of conceptual frameworks.
• With an emphasis on developing a variety of useful skills, this text prepares students for careers in brand
management, advertising, and consumer research.

COURSE OBJECTIVES:
• Participants would have the knowledge of consumer behavior principles and theories to understand how
businesses analyze a managerial problem and arrive at their decisions.
• Participants would be able to critically analyze and understand how consumers behave in
diverse business
• Provide participants with Concepts, Theory, & Practical Skills in the domain of Consumer
Behavior.
• Inculcate knowledge & problem-solving skills including root-cause analysis in participants.
• For participants to understand & comprehend Buying Behavior in the Indian Context.
• Examine the relationship between Consumer Behavior and Marketing Strategies.

PEDAGOGY / TEACHING METHODOLOGY:

In congruence with the teaching and learning strategy of the Institute, the following tools are used:

• Class lectures, interactive learning (class discussions, group work) and practical problems solved in class.
• Case and problem discussions in class that stress upon Consumer Behavior and encourage discussion on
key marketing issues.
• Office Hours: Students are encouraged to make full use of the office hours of their instructor, where they
can ask questions on lectures and project concerns.
• Use of online learning platform, where instructors post lecture notes, assignment instructions, timely
announcements, as well as additional resources.

• Note that the Waiting Room will be active. The instructions given in the CAT Bulletin under interviews are
 to be strictly followed for all sessions. e.g. there should be only one tab open during a session. etc. All
participants to ensure there are no connectivity issues. Just as when online Quizzes and IIM interviews are
conducted there are no connectivity issues. Thus, the Waiting room is useful only at the start of a session.
A UPS may be used to ensure connectivity during power outages.

EVALUATION:
Component Weightage %
Quizzes (Announced) 10
Class participation / Case ppt 15
Mid Term 20
Group Project 15
End Term Examination 40
TOTAL 100

TEXT BOOKS:
• Leon Schiffman, Joseph Wisenblit, and Ramesh Kumar (2015), “Consumer Behavior,” 11th Edition,
Pearson

ADDITIONAL BOOKS / READINGS:

• Rajneesh Krishna (2014), “Consumer Behavior,” 1st Edition, Oxford University Press

• Kotler, P. and Keller, K.L. (2016). Marketing Management. Pearson, 15e, Global Edition, Pearson

• Naresh Malhotra, Satya Bhushan Dash “Marketing Research: An applied orientation, Pearson

IMPORTANT GUIDELINES TO THE PARTICIPANTS:

1. Go through the 'Syllabus' in the MOODLE section of the web-site(http://iims.eportal/) in order to find
out the Readings.
2. Get your schedule and try to pace your studies as close to the timeline as possible.
3. Get your on-line lecture notes (Content, videos) at Sessions section. These are our lecture notes.
4. Check your course update on Moodle regularly
5. Keep updated with the posts, assignments and examinations conducted on the Moodle
6. Be regular, so that you do not suffer in any way
7. Academic Dishonesty, Class attendance, Etiquettes: As per PGP handbook.

COURSE LEARNING OUTCOMES (CLOs)

• CLO1- To teach participants the role of economic principles and theories in managerial decision-making
process and create ability to apply necessary economic tools of analysis in managerial decision-making.
• CLO2- To facilitate participants in developing critical thinking and analytical skills in
understanding diverse business situations.
• CLO3- The objective of this course is to provide participants an overview of consumer behavior
 concepts, theory and practice.
• CLO4- The course aims to develop knowledge and problem-solving skills with respect to
Consumer Behavior.
• CLO5- Substantial emphasis is on understanding the Buying Behavior of Consumers in India.
• CLO6- How the examination and application of consumer behavior is central to the planning,
development, and implementation of marketing strategies will also be covered.

COURSE LEARNING OUTCOMES (CLOs):

(CLOs) Program Objective (PO) Assessment Tool(s)

CLO1: The participants should able to analytically examine the Managerial Problem To be Announced
using their domain knowledge.
CLO2: The participants should develop critical thinking abilities to understand,
analyze and communicate innovative alternatives for decision making.
CLO3: The participants should communicate impactfully in a local / multi-cultural
/global Environment.
CLO4: The participants should contribute individually and as a team player.
CLO5: The participants should able to recognize ethical issues in different global
business contexts.
CLO6: The participants should able to anticipate and adapt to disruptions catalyzed
by emerging technologies.

SCHEDULE OF SESSIONS:

Module 1 - Consumer Behavior Overview

Session 1
Topic Introduction: Interdisciplinary Nature
Case Not Applicable
Readings 1) TB1 - Chapter 1
Session 2
Topic Mechanism of Perception
Case XYLYS- Exploring Consumer Perception about Premium Watches
Reading 1) TB1 - Chapter 4
2) Note on Consumer Behaviour – John Hauser
Session 3
Topic Consumer Research
Case Not Applicable
Reading 1) TB1 – Chapter 16
2) Analyzing Perceptions
3) Note on the Voice of the Consumer – John Hauser

Module 2 - Basic Internal Processes

Session 4
Topic Analyzing Individual Consumer Markets
Case Rajesh and Goel seek a Home Loan
Readings 1) Kotler et al Chapter 6
2) TB1 Chapter 3
Session 5
Topic Consumer Motivation
Case Not Applicable
Reading 1) TB1 – Chapter 3
Session 6
Topic Attitudes Formation & Change
Case Sony & JK Wedding Dance
Reading 1) TB1 – Chapter 6
Session 7
Topic Communication & Con B
Case Not Applicable
Reading 1) TB1 – Chapter 7
Session 8
Topic Consumer Personality
Case Not Applicable
Readings TBA
Session 9
Topic Consumer Decision Making
Case Steak Sauce
Reading 1) TB1 – Chapter 14
RB – respective chapter
Module 3 - Social Processes and Influences
Session 10
Topic Analyzing Group Consumer Markets
Case The Kapoors Buy a Car
Readings 1) Kotler et al Chapter 6
Session 11
Topic Culture, Ethnicity, and Social Class
Case Not Applicable
Readings 1) TB1 – Chapter 11

Session 12
Topic Family, Household and Work-Organization Influences
Case Not Applicable
Readings 1) TB1 – Chapter 10

Session 13
Topic Group & Personal Influence
Case Not Applicable
Reading TBA
Session 14
Topic Making Contact
Case S.T.Dupont - The Renaissance of a French Luxury Brand
 Readings 1) TB1 – Chapter 14
Session 15
Topic Understanding Organization Buying Behavior
Case Tinplate Company of India - Need for a Conceptual Focus
Readings 1) Kotler et al Chapter 7; TB2 – Chapter 6
2) Major Sales: Who really does the buying?-Bonoma, T.V.

Module 4 – Summary & Conclusion

Session 16
Topic Overview
Case Capstone Case – Arrow
Readings TBA
Session 17
Topic International Consumer Behavior - Industry Faculty
Case TBA
Readings TBA

Projects
Part I
Session 18
Topic Project presentations

Part II
Session 19
Topic Project presentations

Session 20 Course Review / Wrap Up

TERM PROJECT DETAILS AND EVALUATION CRITERIA:

Class Participation/Case discussion:
Your own contribution to the classroom discussion based on your own knowledge and your experiences is
a critical part of the success of the course for everyone. Class participation is measured based on the
following criteria:

• Being fully engaged in your learning by listening attentively in class and by providing
strong evidence to support your argument
• Advancing the discussion by contributing insightful comments and questions
• Demonstrating interest in your peers' comments, questions, presentations and providing
constructive feedback when asked.

Group Project: Consumer Behavior in the Indian Context

Each team is expected to solve a real-life consumer behavior challenge in the Indian Context with the help of key
theories and concepts studied in Consumer behavior course. The key objective is to apply the learnings of the
Consumer Behavior course to the Indian Context.

Note: Detailed Project Guidelines including list of decision problems; contents, timelines, and
respective weightage of each submission will be made available.

Final Exam

The exam will be open book. You will have access to your notes, articles, books and reading material in any
form. The in-class and on-line discussions are likely to generate additional fodder for exam questions.

CONSULTATION TIME FOR PARTICIPANTS:

Name of the Faculty Timing
Professor Pradip Sadarangani With prior appointment