L T P/S SW/F TOTAL

Course Title: PRINCIPLES OF CONSUMER BEHAVIOUR W CREDIT

UNITS
Course Level: UG
Course Code: MKTG304 2 0 2 - 3
Credit Units: 03

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.

Course 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:

Classes will conducted by remote learning method using four quadrants Approach involving a blend of online lectures, discussions and online evaluations.
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 behaviors that consumers
engage in. The course instructor will spend considerable time helping students in getting in-depth understanding of the concept

PSDA: 1

Students need to do a basic research in exploring and collecting the secondary data on the following topics

1. Identify a product or service to be innovated in the market and detail on how technology has transformed the consumer buying behavioral Process.
2. Influence of Brand value, Relationship Marketing in B2B Buying Behaviour

PSDA: 2

1. A case/situation needed to be provided by the faculty to student. Every student have evaluate possible internal and external influencing factors of
buying behaviour. Analyze on how the firm can modify existing strategy on buying behaviour process into innovative model using new technology
and tools available in the market.

Assessment/ Examination Scheme:

Theory L/T (%) Lab/Practical/Studio (%)

100% NA
 Continuous Assessment/Internal End Term
Assessment Examination

Components Project
Mid- Class Test
(Drop down) /Assig
Term Viva Attendance
nment
Exam
Weightage
10 10 10
(%) 5 5 60

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