Indian Institute of Management Sirmaur

Course Outline

Programme : MBA/ MBA-TM

Name of the Course : Consumer Behaviour
Core / Elective : Elective Cap (for Elective): NA
Credit : 3 credits
Academic Year & Term : AY 2025-26, Term IV
Academic Year & Term: AY 2025–26, Term IV
Course Coordinators:
 Dr. Karthikeyan Balakumar – [email protected]

Introduction to Course /Course Description

This elective course introduces participants to the foundational theories and frameworks that explain how
and why consumers. Through a blend of academic readings, case studies, and contemporary research,
students will explore the psychological, social, cultural, and economic factors that shape consumption
patterns. The course will also point you to tools and techniques to analyze and possibly influence consumer
behavior, enabling students to craft more effective marketing strategies.

Course Objective and Key-takeaways from the course

1. Understand how consumers form preferences, make decisions, and engage with brands
2. Gain exposure to qualitative and quantitative tools for studying consumer behavior
3. Examine seminal studies and enduring theories that have shaped the discipline

Learning Goals

Goal Learning Outcome

Cognitive Demonstrate deep understanding of key consumer behaviour constructs such as
Mastery attitudes, perception, decision-making, and motivation.
Analytical Analyze consumer behaviour using relevant frameworks and tools (e.g.,
Application netnography, laddering, experiments).
Strategic Apply behavioural insights to marketing decisions in areas such as branding,
Integration segmentation, and campaign design.
Ethical Reflection Critically assess marketing practices from an ethical standpoint and propose
consumer-responsible strategies.

Pre-requisites

1. Marketing Management 1
2. Marketing Management 2

Required Text Book(s)

Schiffman, Wisenblit and Kumar, 12th Edition
Other Recommended Book(s)
1. Influence: The Psychology of Persuasion by Robert B. Cialdini
2. Predictably Irrational: The Hidden Forces That Shape Our Decisions

Course Pack Distribution to students

Yes.

Technology enabled learning component for your course

Evaluation to be conducted by tech lead platform

Session Plan

Key Concepts to be Necessary

Session No. Topic Covered Reading
The 4 Ps of Marketing
(Product, Price, Place,
Promotion), Market
Segmentation, Targeting,
Recap of key and Positioning (STP),
concepts in AIDA model (Attention, Course reader
Marketing Interest, Desire, Action), pdf provided by
Session 1 Management Marketing Mix. faculty
Qualitative research
methods (e.g., in-depth
interviews, focus groups,
ethnography),
Quantitative research
methods (e.g., surveys,
experiments), Research
design, Sampling, Data
Recap of key collection techniques,
concepts in Common biases in Course reader
Marketing research, Establishing pdf provided by
Session 2 Research causation. faculty
Quiz on previous
sessions. Definition of
consumer behavior,
Historical development of
the field of consumer
behavior, Importance of
studying consumer
Quiz and brief behavior for marketers
introduction to and businesses, Course reader
Consumer Interdisciplinary nature of pdf provided by
Session 3 Behavior consumer behavior. faculty
Session 4 Consumer Five-stage consumer Chapter 1 -
Decision-Making decision-making process Schiffman,
 Process (Need Recognition, Wisenblit and
Information Search, Kumar, 12th
Evaluation of Alternatives, Edition
Purchase Decision, Post-
Purchase Behavior),
Types of consumer
decisions (e.g., routine,
limited, extensive),
Distinguishing between
needs and wants
(Maslow's Hierarchy of
Needs, innate vs.
acquired needs).
Stimulus (marketing
stimuli, environmental
stimuli), The perceptual
process (exposure,
attention, interpretation),
Selective perception
(selective exposure,
selective attention,
selective retention),
Sensory thresholds
(absolute threshold,
differential threshold),
Stimulus, Just Noticeable
Perception, Just Difference (JND) and Chapter 4 -
Noticeable Weber's Law, Subliminal Schiffman,
Difference, and perception, The "Black Wisenblit and
the Black Box Box" model of consumer Kumar, 12th
Session 5 Model behavior. Edition
Session 6 Consumer Definition of learning, Chapter 5 -
Learning (link to Behavioral learning Schiffman,
positioning) and theories (classical Wisenblit and
MOA Framework conditioning, Kumar, 12th
instrumental/operant Edition
conditioning), Cognitive
learning theories (rote
learning, analytical
reasoning, observational
learning/modeling),
Experiential learning,
Role of learning in brand
positioning and brand
loyalty. Introduction to the
MOA framework
(Motivation, Opportunity,
and Ability) as
determinants of consumer
 behavior, Limitations of
the framework.
Deeper dive into
Motivation (needs, goals, Chapter 5 -
involvement, drivers), Schiffman,
Opportunity (time, Wisenblit and
distractions, complexity of Kumar, 12th
information), and Ability Edition, Case:
(knowledge, intelligence, The Quest for
financial resources). Achieving
Application of MOA Financial
MOA Framework framework to various Inclusion: M-Pesa
Session 7 2 marketing scenarios. Versus UPI
Definition and
components of attitudes
(cognitive, affective,
conative), Functions of
attitudes (utilitarian, ego-
defensive, value-
expressive, knowledge), Chapter 6 -
Attitude formation, Schiffman,
Strategies for attitude Wisenblit and
change (e.g., Elaboration Kumar, 12th
Likelihood Model), Edition, Case:
Attitudes - Measurement of attitudes Pillsbury Cookie
Forming, (e.g., Likert scales, Challenge -
changing, and semantic differential W11020-PDF-
Session 8 studying them. scales). ENG
Definition of persuasion,
Elements of the
communication model
(source, message,
channel, receiver,
feedback), Source
credibility and Chapter 7 -
attractiveness, Message Schiffman,
appeals (e.g., emotional Wisenblit and
vs. rational, fear appeals, Kumar, 12th
humor appeals), Message Edition and Case:
framing, Central vs. Boosting Babies:
Peripheral routes to Singapore's Drive
persuasion (ELM to Raise Birth
Session 9 Persuasion revisited). Rates
Session 10 Integration of Review of key concepts (Review of all
concepts, Mid covered in Sessions 1-9, previous readings
course review, Q&A session, Discussion and lecture
and feedback on of interconnections notes)
project work between different
consumer behavior
 theories, Guidelines and
feedback for
individual/group projects.
Midterm Exams
Distinctions between B2C
and B2B markets,
Characteristics of
organizational buying
(e.g., derived demand,
professional buyers,
multiple buying
influences), Types of
organizational purchases
(e.g., straight rebuy,
modified rebuy, new Collaboration
task), The B2B buying Wars: Slack vs.
center (initiators, users, Microsoft Teams
B2B Consumer influencers, deciders, - 722398-PDF-
Session 11 Behavior purchasers, gatekeepers). ENG
Introduction to social and
cultural influences,
Reference groups
(normative, comparative),
Membership vs.
Aspirational groups,
Opinion leadership, Word-
Consumers are of-mouth communication,
members of the Family influence on
Session 12 society consumer behavior.
Conformity, Social power
(e.g., coercive, reward,
legitimate, expert,
referent), Socialization of
consumers, Household
decision-making roles
(e.g., initiator, information
gatherer, influencer,
Group & decision-maker,
Interpersonal purchaser, user), Children Short case by
Session 13 influence as consumers. faculty
Session 14 Online Consumer Characteristics of online Chapter 8 -
Behavior consumers, The digital Schiffman,
consumer journey, Online Wisenblit and
information search Kumar, 12th
behavior, E-commerce Edition
and m-commerce, Social
media influence, Online
reviews and ratings,
 Privacy concerns and
trust in the online
environment, User-
generated content.
Definition of culture,
Characteristics of culture,
Cultural values and
norms, Subcultures,
Cross-cultural consumer
behavior, Acculturation,
Impact of culture on Case: Tolaram:
product adoption and Innovating in
marketing strategies, Africa By: Derek
Culture and Global vs. local marketing C.M. van Bever;
Session 15 consumption considerations. Efosa Ojomo
Chapter 15 -
Schiffman,
Wisenblit and
Kumar, 12th
Edition, Papers to
discuss: 1.
Kozinets, R. V.
(2002). The field
behind the
screen: Using
netnography for
marketing
research in online
communities.
Journal of
marketing
research, 39(1),
61-72.; 2.
Review of qualitative and Reynolds, T. J., &
quantitative methods in Gutman, J.
the context of consumer (2001). Laddering
behavior research, theory, method,
Specific tools for analysis, and
consumer insights (e.g., interpretation. In
observation, ethnography, Understanding
netnography, laddering, consumer
Studying projective techniques, decision making
consumer neuromarketing basics), (pp. 40-79).
behavior - Tools Ethical considerations in Psychology
Session 16 and Methods consumer research. Press.
Session 17 Linking Application of consumer
Consumer behavior insights to
Behavior to marketing strategy
Marketing development, Market
 Strategy segmentation based on
consumer characteristics,
Targeting specific
consumer groups,
Positioning products and
brands based on
consumer perceptions,
Product development and
innovation driven by
consumer needs, Pricing
strategies influenced by
consumer value
perception, Distribution
channels aligned with
consumer shopping
habits, Promotion
strategies designed to
influence consumer
behavior.
Post-purchase evaluation
process
(satisfaction/dissatisfactio
n), Cognitive dissonance,
Customer loyalty and
retention strategies,
Complaint behavior and
service recovery, Word-
of-mouth (positive and
negative), Product
disposal behavior, Ethical
implications of post- Case: Flipkart:
Post-Purchase purchase behavior for Grappling with
Session 18 Behavior marketers. Product Returns
Student group
presentations of their
consumer behavior
projects, demonstrating
the application of course (Project
Presentation of concepts to real-world guidelines and
Session 19 projects marketing challenges. preparation)
Continuation of student
group presentations. Final
reflections on the course, (Project
Presentation of Q&A, and overall course guidelines and
Session 20 projects wrap-up. preparation)

Evaluation Components
 ✔ Components ✔ Weightage

Quizzes 25%
Mid term exam 25%
End term exam 25%
Project 25%

Programme Level Goals

Component Cognitive Analytical Strategic Ethical

Mastery Application Integration Reflection
Quizzes ✓ ✓
Mid Term ✓ ✓ ✓
Exam
Project ✓ ✓ ✓ ✓

End-Term ✓ ✓ ✓ ✓
Exam