Name of the Subject: CONSUMER BEHAVIOR

Course Code and Subject Code: MS 313, CB

Course Description:
An essential component of marketing is consumer insight – both the obvious needs and wants
that are on the surface of conscious thought, but also the deeper, possibly unconscious
motives that drive human behavior at an implicit level. Psychological science has produced
numerous theoretical and technological advances in recent years that offer unprecedented
access to the inner workings of the mind, and allow for new ways to assess opinion, test new
products, evaluate packaging, predict emerging needs, design promotion and advertising
executions, and map out overall marketing strategy.
This course gives an overview of psychological knowledge as it pertains to capturing
consumer insight, and includes a consideration of how the brain works, what factors influence
consumer choice, and a critical evaluation of psychological assessment tools (including such
diverse methods as online surveys, brain imaging, computerized reaction time assessment,
and eye-tracking). The course also reviews a range of “levers” that can influence purchase
behavior in unexpected ways and at efficient cost. The course is organized around a model of
human cognition rooted to sequential mental processing steps (e.g., awareness, interpretation,
attitude, etc.) that intervene between the marketing mix (input) and purchase behavior
(output). The course uses a mix of large cases, mini-cases, and lectures to advance these
concepts.

Evaluation Pattern:
Project 10%
Assignment 10%
Quiz 05%
Class Participation & Attendance 05%
Mid-Semester Exam 30 %
End-term Examination 40 %

Pedagogy:
 Lectures
 Projects
 Case study
 Role plays

Percentile
Session Course Content
weightage
 Introduction to the Study of Consumer Behavior
Defining Consumer Bhaviour
- Scope of Allocation of Consumer Behaviour
1-3 - Why Study Consumer Behaviour 10 %
- Evolution of Consumer Behaviour as a Field of Study and Its
Relationship with Marketing: Behaviour Dimension
- The Interdisciplinary Nature of Consumer Behaviour
Marketing Research and Consumer Behaviour
- Relevance of Marketing Research with Consumer Behaviour
4-8 - Approaches to Consumer Behavior Research 10 %
- Quantitative Research
- Qualitative Research
Market Segmentation and Positioning
- Market Segmentation
9 - 10 - Basis for Segmentation 6%
- Alternatives available for Segmentation
- Positioning
The Consumer Decision Making Process
- What is Consumer Decision
- Consumer Decision Making Process
11 - 14 - Levels of Consumer Decision Making 6%
- Models of Consumers: Four Views of Consumer Decision
Making
- Types of Decision Process
Models of Consumer Behaviour
- The Economic Model
- Learning Model
- Psychoanalytic Model
15 - 18 20 %
- The Sociological Model
- The Howard Sheth Model of Buying Behaviour
- The Nicosia Model
- The Engel-Kollat-Blackwell Model
 - Engel, Blackwell and Miniard (EBM) Model
Psychological Influence on Consumer Behaviour
- Personality and Self-Concept
- Motivation
19 - 29 - Consumer Learning 15 %
- Consumer Perception
-Consumer Attitude
- Consumer Communication
Sociological Influences on Consumer Decision Making
- Consumer Reference Groups
- Family and Life Cycle
- Social Class
30 - 41 - Culture 10 %
- Subculture
- Cross Culture
- Personal Influence
- Diffusion of Innovation
Organizational Buying
- Nature of Organizational Buying
42 - 45 8%
- Influences on Organizational Buying Behavior
- Organizational Buying Decision
Consumer Behavior Analysis and Marketing Strategy
- Consumer Behaviour and Product Strategy
46 - 50 - Consumer Behaviour and Pricing Strategy 15 %
- Consumer Behaviour and Distribution Strategy
- Consumer Behaviour and Promotion Strategy
Text Book
1. Consumer Behaviour, Schiffman Kanuk and S. Ramesh Kumar, Pearson, Latest Edition
2. Consumer Behaviour, Concepts and Applications, Loudon and Bitta, TMH, Latest
Edition
3. Consumer Behaviour and Marketing Strategy, Peter, J.P. and Olson, TMH, Latest
Edition.
Reference Books
1. Consumer Behavior - Insights from Indian Market Majumudar Ramanuj, PHI, 2nd
Edition.
2. Consumer Behavior, Blackwell and Engel, Cengage Publication, Indian Edition.