Department of Management Studies

Subject: Consumer behaviour

Course: BBA (GENERAL)

Subject Outline

Semester: 5nd Semester

Year: 3rd year

Faculty : Ms.Himanshi

Session : 2021-2022
 Aravali College of Engineering &
Management
BBA-1 (General)
S.N. ROLL NO. NAME OF THE STUDENT
1 19011301002 ADITYA KAMAT
2 19011301004 AMAN GUPTA
3 19011301005 ANIRUDH PARASHAR
4 19011301006 ANJALI NAIR
5 19011301008 ANKIT
6 19011301010 ARYAN SHARMA
7 19011301011 CHANDRA MOHAN
8 19011301013 DAKSH KAUSHIK
9 19011301014 GAURAV
10 19011301015 GOURAV CHANDILA
11 19011301016 HEENA
12 19011301017 JYOTI NIGAM
13 19011301018 KAPIL
14 19011301019 KRISHNA
15 19011301022 MANISH RAWAT
16 19011301024 MONA NIMESH
17 19011301025 PANKAJ CHAUHAN
18 19011301027 POOJA TANEJA
19 19011301028 PRAVESH
20 19011301033 RIYA SHARMA
21 19011301034 ROBIN
22 19011301035 ROHIT
23 19011301037 SAKSHI SHARMA
24 19011301042 SIMRAN
25 19011301043 SIMRAN KAUR
26 19011301044 SOURAV CHANDILA
27 19011301046 SUJAL CHOUDHARY
28 19011301047 SWASTI JAIN
29 19011301048 TARUN DASS
30 19011301050 TUSHAR SHARMA
31 19011301052 VIDHI
32 19011301054 VINEET SONI
33 19011301056 VISHAL GABA
34 19011301057 VISHAL SINGH
35 19011301058 VISHNU
36 19011301021 MAMTA SHARMA
37 19011301045 SUBHAM SHRIWASTAV

Aravali College of Engineering And Management

Ms. Himanshi (CC- BBA -FS&B Sem.-5) (8)
12:30- 1:30-
  10:10-11:10 11:20-12:20 1:30 2:30 2:30-3:30 3:40-4:40
Lunch
Days 1 2 3 break  4 5
Consumer Behaviour
Mon.      
(BBA/GEN/504) (Room
 No. 318) Ms.
Himanshi
Consumer Behaviour
(BBA/GEN/504) (Room
Tue.      
No. 318) Ms.
Himanshi
Consumer Behaviour
(BBA/GEN/504) (Room
Wed.      
No. 318) Ms.
Himanshi
Thurs
       
.

Consumer Behaviour
(BBA/GEN/504) (Room
Fri.        
No. 318) Ms.
Himanshi

PROGRAMME EDUCATIONAL OBJECTIVES:

PEO1: To facilitate the learners to gain knowledge and understanding of management theories, models,
frameworks and real world practices in general management and functional areas emphasizing the sector
specific contexts.
PEO 2: Students will be able to develop and evaluate alternate managerial decisions and identify optimal
solutions.
PEO 3: Students will demonstrate effective application capabilities of their conceptual understanding of
marketing, finance, human resources and operations to real world business situations
PEO4: To provide avenues for the development of professional & life skills that equip learners to engage in
successful career pursuits covering a broad spectrum of areas in both corporate and non-corporate sectors.
PEO 5: Students will demonstrate employability traits in line with the needs of changing dynamics of the
industry.
PEO 6: Students will be able to work effectively in teams and demonstrate team-building capabilities
PEO 7: To sensitize learners to issues of social relevance that managers & leaders must address, including
business ethics, cultural diversity, and environmental concerns and introduce them to professional ethics and
practices.
PEO 8: Students will demonstrate sensitivity towards ethical and moral issues and have ability to address them
in the course of business
PEO9: To inculcate among the learners the ability & aptitude for life-long learning by emphasizing the
philosophy to continuously learn, innovate and apply /create knowledge for personal professional development
and for the benefit of the society at large.
PEO 10: Students will be able to exhibit effective decision-making skills, employing analytical and critical
thinking ability.
PEO 11: Students will exhibit leadership and networking skills in the chosen functional area of business.
PEO12: To enable learners to create entrepreneurial ventures by equipping them with the necessary
entrepreneurial skills.
PEO 13: Students will demonstrate effective oral and written communication skills in the professional context.

PROGRAMME OUT COMES:

At the end of the programme the learner will be able to

PO1: Students will demonstrate strong conceptual knowledge in the functional areas of business.
PO2: Students will demonstrate effective understanding of relevant functional areas of business.
PO3: To Integrate inter-disciplinary aspects of management principles in providing practicable solution
frameworks to real world problems and work effectively in modern day business and non-business
organizations.
PO4: Students will demonstrate analytical skills in identification and resolution of problems pertaining to one of
marketing, finance, human resources, and operations.
 PO5: Contribute effectively as an individual, work collaboratively with the capacity to be a team leader in
cross-functional, multi-cultural teams to achieve common goals.
PO6: Students will exhibit the ability to integrate functional areas of management for planning, implementation
and control of business decisions.
PO7: Exhibit a broad appreciation of the ethical and value underpinnings of managerial choices in a political,
cross-cultural, globalized, digitized, socioeconomic environment and the immediate and long - term impact of
such managerial choices on businesses and society.
PO8: Students will exhibit deployable skills pertinent to the chosen functional area.
PO9: Undertake life‐long learning to gain multidisciplinary knowledge through self study, experiential learning,
and peer learning, through the adoption of varied conventional & non-conventional, traditional and digital
modes of learning.
PO10: To Deploy entrepreneurial & intraprenuerial skills for founding, leading & managing startups,
professionalizing and growing family businesses and for the generic work place.

COURSE NAME : BBA (General) Consumer behaviour (BBA/GEN/504)

COURSE EDUCATIONAL OBJECTIVES

CEO 1. To provide them the conceptual and practical knowledge of consumer behaviour. To give the students
knowledge about consumer behaviour.
CEO 2. To give the students practical understanding of attitude formed and changed
CEO 3. To help the students understand environmental and cultural influence on consumer behaviour.
CEO4. To make the students understand consumer decision making process

COURSE OUTCOMES
On completion of the course the students will be able to:
CO 1 Students will be able to demonstrate a clear understanding of the concepts related consumer behaviour
CO 2 Students will be able to understand consumer attitude and personality formation and its influence on
their behaviour.
CO 3 Students will be able to understand the cultural , social class and environmental influence on consumer
behaviour
CO 4 Students will be able to understand the models of consumer behavior
COURSE DESCRIPTION
This course will be of benefit to those who work in marketing and need to understand the basic aspects of the
information that they contain, and those looking to gain a basic understanding of a consumer behaviour . An
understanding of the marketing and consumer behaviour .The focus is on explaining the importance of
cobsumer behaviour study for any organizations success. No prior knowledge of consumer behaviour is
assumed.

COURSE CONTENTS

UNIT-I
Introduction to consumer behavior: definition, factors influencing consumer behavior, marketing
strategies and consumer behavior, consumer decision making process, importance of consumer
behaviour; Indian consumers and their characteristics..
UNIT-II
Attitude - models and theories of attitude, tri-component attitude model, behaviour intention model
and change in attitude; Personality and self-concept: nature of personality, theories of personality
(Freudian, Jungian, Neo-Freudian and Trait theory), personality and understanding consumer
diversity.
UNIT-III
Environmental influence: definition of culture, characteristics of culture, dynamism in culture,
relevance of sub culture and cross culture on consumer behaviour; Indian culture and sub culture;
Marketing strategies and problems related to cross culture.
Social class – definition, determinants of social class, objective approach, composite –variable
indices, social class mobility, applications of social class to consumption, family and life style,
significance, family life cycle stages; Family-buying influences, applications of AIO studies.
UNIT-IV
Consumer decision making: four views of consumer decision making; types of consumer
purchasing decision; Basic models of decision making Engle-Kollatt-Blackwell model, Howard–
Sheth model, Nicosia model; e-business and its effect on consumer decision making.
Lectures
You are expected to attend 4 lectures of sixty minutes each every week.
The lectures will present a range of concepts, perspectives and ideas about the topic for that week. The material
presented in the lectures will be assessed in the sessional and your semester exams. It will also help you
strengthen your fundamentals.

Readings
You are expected to do the readings before your examinations. It is crucial that you do the readings prior to the
tutorial in order to participate effectively in class discussions and to pass the exams.
You are expected to do the practice before your examinations. It is crucial that you do the assessment prior to
the tutorial in order to participate effectively in class and to pass the exams.
You are expected to purchase the following references for this subject: -
1. Consumer Behavior Leon G. Schiffman, Leslie Lazar Kanuk, Prentice Hall Of India
2. Consumer Behavior Dr. S.L. Gupta and Sumitra Paul, Sultan Chand and Sons Educational
Publishers
3. Consumer Behavior Henry Assael (HA) Asian Books Private Ltd.
Please note:
According to the J.C.BOSE.YMCA University guidelines you must attend at least 75% of classes (Lectures) in
order to pass this unit of study. Failure to do so will result in failure of the subject as students shall not be
allowed to sit in the final exam

Assessment

Your assessment has two major components designed to fit in with the learning objectives of this unit of study.
Whether you are delivering an oral presentation, answering an exam question or writing the exam, you must
argue and use evidence:

Components Assessment task Value of final mark

External Final Exam 75

Sessional 15
Internal
Assignment 10
*Marks obtained in Project, Employability and Attendance will be added in all the subjects’ internals.
Theory examination commence under the guidelines of YMCA, Faridabad semester wise. The even semester
examination generally starts in May for BBA/MBA (As per YMCA examination schedule).

Semester Exam (Assessment weightage, 75 marks)

The Semester Exam is of 75 marks which includes 6 questions in total. 1 st question is compulsory and then
section-wise the other questions are distributed. Each question will be of 15 marks.

Sessional(Assessment weighting 50% of the Internal Marks)

2 sessional shall be conducted during the semester. Students are to note that both exams are compulsory. The
weightage for sessional shall be further bifurcated as following:

Exam Marks Weightage

1st Sessional 75 Sessionals are
given a weightage
2nd sessional 75 of 50% of Internal
marks

Please Note: Students scoring less than 60% will be appearing for a retest within one week of result declaration.
Student failing to score 60% in retest will have to meet the CC/HOD with their parent on a given date.

Employability
Employability is “a set of achievements – skills, understandings and personal attributes – that make graduates
more likely to gain employment and be successful in their chosen occupations, which benefits themselves, the
workforce, the community and the economy. This program will cover Microsoft office & Communication skills
in first year.

Personality Development Programme (PDP)

Personality development is the growth and development of thinking, perception, attitude, nature, behaviour and
activities that differentiate among people. It is a tool to bring out one’s abilities and powers for making oneself
aware of the inner self and become more confident to face the outside world.
The program lays emphasis on enhancing your overall personality and preparing the students to face the
industrial needs. One lecture per week shall be assigned to PDP. Attendance in the same will be compulsory.

Assignments & Attendance (Assessment weighting 50% of Internal marks)

Each and every student must submit assignments individually at a date given by the concerned faculty.

Attendance (Security Penalty)

Kindly note: According to the YMCA University guidelines you must attend at least 75% of classes
(Lectures and Labs combined) in order to pass this unit of study.

Student has to maintain 75% attendance overall including lectures, Labs, Employability & PDP. Below 75%
attendance a security penalty will have to be paid by the student for the semester which is refundable if the
student will maintain 75% attendance in the next semester. The criteria will be as follows:-
Attendance % Security Penalty
 50 - 74 % 5,000
49 – 33% 10,000
Below 33% 20,000

In addition if a student in unable to appear in any of the sessional exam without prior approval from the HOD ,
he/she shall be liable for a fine of upto Rs. 200 per paper missed.

Help with your study

For any help in regards to your study you can approach the subject faculties, who will be available on working
Saturdays at 2nd floor management staff room.

ASSIGNMENT

Assignment 1: Question Paper Assignment 1

Assignment 2: Question Paper Assignment 2
Assignment 3: Qualitative Assignment 1
Assignment 4:case study assignment
COURSE OUTLINE

Lecture Topic covered Reference or Web Links for video lectures Schedule Delivered
Text Books/ Date Date
study
materials/
website links
UNIT-1 With page
no.’s and
Unit /
Chapter
name
Introduction to
1 consumer
behavior:
factors influencing
2 consumer
behavior,
marketing
strategies and
3
consumer
behavior,
consumer decision
4
making process,
importance of
consumer
behaviour; Indian
5
consumers and
their
characteristics.
UNIT-2
Attitude - models
1 and theories of
attitude,
tri-component
2
attitude model,
behaviour intention
model
3
and change in
attitude;
Personality and
self-concept:
4
nature of
personality,
5 theories of
personality
(Freudian, Jungian,
 Neo-Freudian and
Trait theory),
personality and
6
understanding
consumer
diversity.
UNIT-3

Environmental
1
influence:
definition of
culture,
2 characteristics of
culture, dynamism
in culture,
relevance of sub
culture and cross
3 culture on
consumer
behaviour;
Indian culture and
sub culture;
Marketing
4
strategies and
problems related to
cross culture.
Social class –
definition,
5
determinants of
social class,
objective approach,
composite –
variable
indices, social class
6
mobility,
applications of
social class to
consumption,
family and life
7
style,
significance,
family life cycle
stages; Family-
8
buying influences,
applications of
AIO studies.
UNIT-4
1 Consumer decision
making:
 four views of
2 consumer decision
making;
types of consumer
3 purchasing
decision;
Basic models of
decision making
4
Engle-Kollatt-
Blackwell model,
Howard–
5 Sheth model,
Nicosia model;
e-business and its
6 effect on consumer
decision making.

ASSESSMENT TOOLS:

CO 1 CO2 CO3 CO4

Discussion Discussion Discussion Discussion

Assignment Assignment Test Test

MAPPING CEO vs CO

CEO / CO CO1 CO2 CO3 CO4

CEO1 1 1 1 1

CEO2 1 1

CEO3 1 1

CEO4 1

MAPPING PEO vs CEO

PEO / CEO CEO1 CEO2 CEO3 CEO4

PEO1 1 1 1 1

PEO2 1 1

PEO3 1 1
PEO4 1 1 1

PEO5 1

PEO6 1 1

PEO7 1 1

PEO8 1 1

PEO9 1 1 1

PEO10 1

PEO11 1 1

PEO12 1 1

PEO13 1 1 1 1

MAPPING PO vs CO

PO / CO CO1 CO2 CO3 CO4

PO1 3 3 2 3

PO2 3 3 3 2

PO3 2 2 1 1

PO4 1 1 2 1

PO5 _ 1 1 _

PO6 1 _ 1 1

PO7 _ _ 1 _

PO8 1 1 1 1

PO9 2 2 2 2

PO10 1 1 1 1

MAPPING PEO vs PO

PEO / PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10

PEO1 1 1 1 1 1 1 1 1 1 1

PEO2 1 1 1 1 1
PEO3 1 1 1 1 1 1 1 1 1 1

PEO4 1 1 1 1 1 1 1 1 1 1

PEO5 1 1 1 1

PEO6 1 1 1 1 1 1 1 1 1 1

PEO7 1 1 1 1 1 1 1 1 1 1

PEO8 1 1 1 1 1 1 1

PEO9 1 1 1 1 1 1

PEO10 1 1 1

PEO11 1

PEO12 1 1 1 1 1 1 1 1 1 1

PEO13 1 1 1

SYLLABUS
Document is approved by:
No of lectures Weightage
Topics
Introduction to consumer
Designation behavior:
Name 2
Signature 4%
factors influencing consumer
Course Coordinator behavior,
Dr. Dolly Kumar 2 5%
H.O.D marketing 2 4%
Principal strategies and consumer behavior,
Dr. Suresh Kumar Jindal
Date consumer decision making process,
3-8-2021 2 3%
importance of consumer 3 4%
behaviour; Indian consumers and their characteristics.
Attitude - models and theories of attitude, 1 2%
tri-component attitude model, 3 4%
behaviour intention model 3 4%
and change in attitude;
Personality and self-concept: nature of personality, 2 2%
theories of personality 2 3%
(Freudian, Jungian,
Neo-Freudian and Trait theory), personality and 2 2%
understanding consumer
diversity.
Environmental influence: 2 3%
definition of culture, characteristics of culture, dynamism 2 4%
in culture,
relevance of sub culture and cross culture on consumer 2 5%
behaviour;
Indian culture and sub culture; 2 4%
Marketing strategies and problems related to cross culture.
Social class – definition, determinants of social class, 2 4%
objective approach, composite –variable 2 5%
indices, social class mobility, applications of social class to
consumption,
family and life style, 2 4%
significance, family life cycle stages; Family-buying 2 4%
influences, applications of AIO studies.
Consumer decision making: 3 3%
four views of consumer decision making; 2 3%
types of consumer 3 3%
purchasing decision;
Basic models of decision making Engle-Kollatt-Blackwell 2 4%
model,
Howard– 2 5%
Sheth model, Nicosia model;
e-business and its effect on consumer decision making. 2 4%
Evaluation and Examination Blue Print:
Internal assessment is done through quiz tests, presentations, assignments and project work. Two sets of
question papers are asked from each faculty and out of these two, without the knowledge of faculty, one
question paper is chosen for the concerned examination. The components of evaluations along with their
Weightage followed by the University is given below
Internals 25%
End term examination 75%