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T2118-Consumer Behaviour

This document outlines a proposed course on consumer behavior for a marketing specialization. The 2-credit course aims to help students analyze factors influencing consumer decision making and examine how consumer behavior affects marketing strategies. Pedagogy includes case studies, industry visits, assignments, projects, and workshops. The course covers topics like motivation, perception, learning, attitudes, cultural influences, and decision making models over 24 hours. Recommended textbooks and reference materials are also provided. Evaluation methods include group projects. Similar existing courses are listed from other institutions. Faculty members from various B-schools have reviewed and approved the proposal.

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Siddhant Singh
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260 views4 pages

T2118-Consumer Behaviour

This document outlines a proposed course on consumer behavior for a marketing specialization. The 2-credit course aims to help students analyze factors influencing consumer decision making and examine how consumer behavior affects marketing strategies. Pedagogy includes case studies, industry visits, assignments, projects, and workshops. The course covers topics like motivation, perception, learning, attitudes, cultural influences, and decision making models over 24 hours. Recommended textbooks and reference materials are also provided. Evaluation methods include group projects. Similar existing courses are listed from other institutions. Faculty members from various B-schools have reviewed and approved the proposal.

Uploaded by

Siddhant Singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Sub Committee for Curriculum Development

Marketing Specialization
Course Name: Consumer Behaviour

Course Code: T2118

Number of Credits: 2

Course Code – MM P 006

Course Range – 600-699

Level – 5

Learning Objective(s): At the end of the course the student will be able to:

1. Analyze the impact of various factors on consumer decision making process.


2. Examine how consumer behavior affects marketing strategies.

Pedagogy:

 Case Studies.
 Industry / Field Visits.
 Assignments.
 Projects.
 Workshops.

Pre-learning: None
Course Outline

S.No Topic Hours


1 Introduction to Consumer Behavior 2
 Need, scope, overview of consumer decision
process, Consumer buying process
2 Consumer Motivation and Personality 5
 Classification of Motives -Theories of
Motivation
 Theories of Personality-The Concept of Self and
self image

3 Perception: 5
 Process of Perception.
 Consumer Imagery
 Perceived risk.

4 Learning: 5
 Behavioral Learning Theories
 Cognitive Learning Theories
 Brand Loyalty and consumer learning-
 Measures of consumer learning

5 Consumer Attitude

 Models of attitude -Formation of Attitudes 5


 Attitude change strategies

6 Influence of culture and society: 4


 Culture and social class
 Family & household influences,
 Group influence
7 Consumer decision making: 4
 Models of consumer decision making :
Consumer and organizational buying behavior.
 Diffusion of innovation
 Post purchase behavior
Books Recommended :

Reference Books and Reading Material:

1. Schiffman and Kanuk [2010] Consumer Behavior, 10/e – Prentice Hall.


2. Blackwell Roger/Miniard Paul [2002] Consumer Behavior – Thomson
3. Kardes Frank [2005] – consumer Behavior and managerial decision making Pearson
Education.
4. Assael Henry [2005] – Consumer Behavior: a Strategic Approach – Biztantra Publication.
5. Hawkins / Best / Coney [2004] Consumer Behavior 9thed Tata Mcgraw Hill Publisher.
6. Consumer Behavior and Marketing Strategy, 7e, Peter and Olson, TMH
7. Consumer Behavior in Action:Real-life Applications for Marketing Managers   By
Lantos,Geoffrey.P Chennai/Yes Dee Publishing Pvt Ltd/
8. Consumer Behavior:Concepts,applications and Cases   By Raju,M.S. & Xardel,Dominique
Noida/Vikas Publishing House
9. CONSUMER BEHAVIOUR IN INDIAN PERSPECTIVE.  BY NAIR, SUJA. R.
10. CONSUMER BEHAVIOR BY LOUDEN AND BITTA
11. Consumer Behaviour: Building Marketing Strategy, Hawkins, Mothersbaugh And Mookerjee,
Mcgraw Hill, 2010
12. Consumer Behaviour, Blackwell, Miniard And Engel, Cengage Learning 2011
13. Consumer Behavior: A Strategic Approach, Henry Assael, Biztantra Publication, 2005

Suggested Evaluation Methods:

Group Project

Parallel/Similar courses the existing curriculum:

S.No Name of the course Institute where it was offered.


1 Consumer Behavior SIIB IB
2 Consumer Behavior SITM
3 Consumer Behavior SCMHRD
4 Consumer Behavior SIOM
5 Consumer Behavior SIBM-P
6 Consumer Behavior SIMS
7 Consumer Behavior SCMS-P
Name of Olive Surya Sujata TarunKhusw VaishaliMahaja RichaAror
members Nerurkar Rashmi Joshi a n a
Rawat
Designatio Associat Assistan Assistan Associate Associate Assistant
n e t t Professor Professor professor
Professo professo professo
r r r
Org/Inst. SCMS-P SLS SITM SIBM-P SCMHRD SCMS-P
Pune
Signature

Name of the Expert:

Signature:

Date:

Benchmarking:

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