T.A.

PAI MANAGEMENT INSTITUTE (TAPMI), MANIPAL

CONSUMER BEHAVIOUR

Programme: PGDM
Batch: 2019-2021
Term: 4
Course Name: Consumer Behaviour – MKT 6006
Credits: 3 (30 Hours)
Course Instructors: Prof. Srinivasa Reddy (Core)/ Prof. Archana B A (Core)

PART 1
INTRODUCTION
The course on consumer behavior provides students with in-depth knowledge of the
fundamentals of consumer behavior with emphasis on the consumer in the marketplace,
consumers as individuals, consumers as decision makers, and consumers as influenced by
culture and subculture. It emphasizes the process of consumer choice and the implications for
marketing efforts in businesses. Organizations are constantly gearing up to assess their customer
needs accurately with an intention to make effective decisions on what markets to target and
the variety of product/service offers to them. Therefore, this course, in this rapidly changing
market place, assists managers to have an effective understanding of the current & future needs
of the market place and the related behavioral factors influencing them.

COURSE OBJECTIVES (CO)

1. To understand the fundamentals of consumer behavior, with emphasis on the consumer in
the role of an individual, group and organization
2. To enhance understanding of the processes involved in and the influences on consumer
behavior
3. To understand a coherent framework for interpreting consumer reactions to marketing
stimuli
4. To develop an appreciation for the value of knowledge of consumer behavior in developing
a successful marketing strategy

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COURSE LEARNING OUTCOMES (CLO)
By the virtue of the learnings gained in this course, students should be able to -
CLO 1: Find the predominant changes taking place in the consumer segments, and advise the
firms to proactively tailor-make their marketing approaches (PLG 1)
CLO 2: Formulate a communication strategy and tactic appropriate to the specific customer
segments of the firm (PLG 2)

COURSE CONTENT
 Assael’s Model of Consumer Behaviour: Complex Decision Making, Variety-Seeking
Behavior, Brand-loyalty, and Inertial orientations. Learning theories; Theories of low-
involvement decision making & situational decision making.
 Consumer Behaviour for the New Marketing: McKinsey model of the New Decision
Journey; Co-creation, online consumer behaviour, and impact of social media.
 Perceptions, stimuli selection, organization and interpretation.
 Attitude, and marketing strategy. Personality and the theories (Psycho-analytic , Self-
concept, Trait, Fruedian theories relevant to consumers)
 Demographics, Social class, Lifestyle, VALS framework; Group and Cultural influences;
Reference groups, Household decision making. Word of mouth, Diffusion processes and
Consumer engagement.

PRESCRIBED TEXT:
Leon G.Schiffman, Joseph Wisenblit and S. Ramesh Kumar (2019), Consumer Behavior, Pearson,
Delhi, 12/E.

OTHER READINGS AND REFERENCES:

a) Henry Assael (2010), Consumer Behaviour - A Strategic Approach, Biztantra Hemal
Impressions, New Delhi.
b) Blackwell Miniard Engel (2006), Consumer Behaviour, Cengage Learning.
c) Dan Ariely (2010), Predictably Irrational, Harpercollins, London.
d) Dan Ariely (2010), The Upside of Irrationality, Harpercollins, London.
e) Martin Lindstrom (2010), Buyology: Truth and Lies About Why We Buy, Broadway books,
Newyork.
f) Sheena Iyengar (2011), The Art of Choosing, Harper Collins
g) Coursera Course - Viral Marketing and how to craft contagious content”- University of
Pennyslvania”
h) Coursera Course - University of Amsterdam “ Qualitative research methods”

POLICY ON PLAGIARISM:

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Plagiarism is strictly prohibited in this course and any cases identified will be subject to
disciplinary action as per the guidelines mentioned in the PGP Handbook.

ASSESSMENT SCHEME AND WEIGHTAGE:

a) MID TERM AND END TERM

Evaluation Weightage Duration Open/Close

(%) (in Minutes ) d CLO Tested
Book
End Term 40 120 Closed Book CLO 2

b) OTHER ASSESSMENTS
Unit of Weightage
S. No. Evaluation Item Time CLO
Evaluation (%)
1 Quiz-1 Individual 10 After Session 5 -

After Session
2 Quiz-2 Individual 10 -
23

3 Case Analysis-1 Team 5 Session 3 -

4 Case Analysis-2 Team 5 Session 9 -

Class
5 Individual 5 All sessions -
Participation

6 Mini Project 1 Team 5 Session 22 -

Field Research Before Session

7 Team 20 CLO 1
Project Report 26

PART 2: SESSION PLAN

3
Session Text Chapter
Topic for the session Pedagogy Pre class / Post class readings
No. readings
Video on
“What you
Introduction to
1 interact with Consumption: The Pursuit of
Consumer Behaviour Happiness
influence you”

Discussion
Consumer decision-
making,
2 a) Low Involvement v/s High
Five Stage Buying Involvement Buying
Discussion 13 (Pg.447 to
process b) Work and/or Fun- Measuring
466)
Hedonic and Utilitarian
Utilitarian v/s Hedonic Shopping Value
consumption

Levels of involvement
and levels of decision-
making.
Case a) Conceptual Models of How
13 (Pg.447 to
3 Discussion Advertising works?
Case 1: Pluggin In the 466)
b) Message In Bottle
Consumer: The Adoption
of Electrically Powered
Vehicles in the U.S.
Case-1 Assessment (WT- 5%)

Learning theory:
4 Classical Conditioning,
Discussion 5
Instrumental
Conditioning, Social
learning.
a) The impact of television
Advertisement (Krugman’s
Low Involvement Theory)
5 Consumer Behavior: b) The Elaboration Likelihood
Passive Learning, Social Discussion Model 5
Judgement, Elaboration c) Sherif’s Social Judgement
Likelihood Model. Theory
d) Consumer Buying Behaviour
(Assael’s Model)
Quiz-1 (WT-10%)

4
Session Text Chapter
Topic for the session Pedagogy Pre class / Post class readings
No. readings
Text Chapter
Session Topic for the session
Pedagogy Pre class / Post class readings readings
No.

Qualitative Research – Covered as part of University of

6 Concepts Online course Amsterdam “ Qualitative research
methods”

Qualitative Research – Covered as part of University of

7 Concepts Online course Amsterdam “ Qualitative research
methods”

Qualitative Research – Covered as part of University of

8 Application Areas Online Course Amsterdam “ Qualitative research
methods”

Qualitative Research –
Methodology Case
15
9 Discussion
Case 2: Saxonville (Pg.518-520)
Sausage
Case-2 Assessment (WT-5%)
Consumer Perceptions;
a) Perception is Reality
Marketing stimuli & Discussion b) Analyzing Consumer 4
10 characteristics. Perceptions
a) The Psychological Situation As a
Situational Influences in Determinant of Consumer
11 Decision-Making Discussion
Behavior"-
https://www.acrwebsite.org/volu
mes/5677/volumes/v02/NA-02
Information
Discussion 5 (Pg.191 to
12 Acquisition, and
197)
Processing

Consumer Attitude
13 Development and a) Understanding Consumer
Discussion 6
Change. Attitudes by Gregory Dean

14 Role of Attitude in Discussion a) Uncovering the customer 6

Developing Marketing experience mystery
Strategy b) https://www.youtube.com/watch?
reload=9&v=sQe4W_KLJl0
c) https://www.youtube.com/watch?
5
Session Text Chapter
Topic for the session Pedagogy Pre class / Post class readings
No. readings
v=YOhi3SDkGVg
Session Text Chapter
Topic for the session Pedagogy Pre class / Post class readings
No. readings
Marketing
communications for
15 Discussion 7
influencing consumer
attitudes

Online Consumer
Behavior: Co-creation, a) How customers decide whether
to buy from your website by 1
16 Social Media, and Discussion
Neufeld and Roghanizad
McKinsey Model of the b) Making it Personal 2018
New Decision Journey

Personality (Freudian a) http://www.strategicbusinessin

sights.com/vals/ 3
18 Theory, Trait Theory Discussion
b) Segmentation and Targeting By
and Self Concept) Sunil Gupta, (HBS)
Consumer
Segmentation, 3
19 Discussion
Lifestyle (VALS
Framework)
Consumer
Segmentation, Rediscovering Market Segmentation
21 Case 3: American Case Discussion 3
(HBS)
Legacy: Beyond the
truth Campaign

Discussion and
22 Mini Project -1
Activity

Household Decision-
Making. a) Hofstede’s National
Cultures (www.geert- 10
23 Group and Cultural Discussion
hofstede.com) 11 & 12
Influences: Cross-
Cultural and Global
Quiz-2 (WT-10%)
24 Demographics and Discussion The Power of Social Norm 9 (Pg. 314 to
Social Class Socio-Economic Classification 2011 328)
– The New SEC System. 14
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Session Text Chapter
Topic for the session Pedagogy Pre class / Post class readings
No. readings
Consumer Engagement,
Ethics and Environment

Session Text Chapter

Topic for the session Pedagogy Pre class / Post class readings
No. readings

Reference Group Covered in Coursera course “

Viral Marketing and how to craft
25 Influences on consumer Online course
contagious content”- University of
decision making
Pennyslvania”

Covered in Coursera course “

Viral Marketing and how to craft
26 Word of mouth Online course
contagious content”- University of
Pennyslvania”

Word of Mouth and 9 (Pg.330-to

Innovation Diffusion Case a) Capture more Value 347)
27
Process. Discussion b) Go for it America 13(Pg. 466-
Case 4: Apple Stores 473
Field Research Project
28 Discussion
Report
Field Research Project
29 Report Discussion

Discussion &
Field Research Project
30 Course review
Report

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 PLG MAPPING FOR THE COURSE

Addressed
by
PLG# Program Level Learning Goal CLO No.
Course?

(Yes / No)

Application of Fundamentals
PLG1 Traits: Demonstrate application of functional / conceptual knowledge to Yes CLO 1
business situations

Problem Identification and Solution

PLG2 Traits: Demonstrate ability to identify a problem, critically assess various Yes
CLO 2
alternatives and suggest appropriate solution

Integrative Thinking

PLG3 Traits: Demonstrate ability to identify inter-linkages among functional No NA

areas within an enterprise and assess the impact of external
environment on its performance

Effective Communication
PLG4 No NA
Traits: Demonstrate proficiency in Oral and Written Communication

Ethical Responsibility
PLG5 Traits: Demonstrate awareness and assess impact of ethical behavior on No NA
business

Leadership
PLG6 Traits: Demonstrate capability to take leadership role in a business No NA
situation

PART 3: SUPPLEMENTARY INFORMATION

Group Project details (Mini Project P1 and Field Research Project P2) are included in the course pack.

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 ********

Faculty: ___________________________ Endorsed by: _____________________________

Signature & Date: ________________________ Signature & Date ________________________