Consumer Behaviour

EMBA 2021-22

CONSUMER BEHAVIOUR

COURSE INSTRUCTOR
PROF M N TRIPATHI
E-mail - mnt@ximb.ac.in
Tel: 0674-6647822

INTRODUCTION

The study of consumer behaviour is required to build a conceptual framework to understand and permit implementation of Consumer Behaviour principles and concepts to marketing strategies. It is the study of consumers in their process of searching, purchasing, using and evaluating products, services and ideas which they expect would satisfy their needs. It is interdisciplinary and is based on concepts and theories from diverse fields like psychology, sociology, cultural, anthropology and economics. A sound understanding of Consumer Behaviour is essential for a marketing professional to design effective, suitable marketing programs.

LEARNING OBJECTIVES

Particpants after attending this course should be able to

a) understand the nuances of consumer behaviour and its importance to formulating marketing strategy
b) understand the various steps in the consumer purchase decision process
c) able to understand the various influences that impact consumers when making such decisions
d) understand the process of innovation and the manner in which it is disseminated through society
e) have a basic understanding and the implications of consumer ethics

METHODOLOGY

The course shall consist of 13 classes of 90 min duration. It shall consist of lectures, case - discussions and project assignments.

COURSE CONTENT

Introduction and Overview
Consumer Decision Processes
Psychological Processes
Individual Differences
Communication Processes
Environmental Influences
Marketing Strategies and Ethical Responsibility
Case Discussions

SESSION PLAN

Session	Topics	Readings	Case
1	Introduction to CB, Perspectives on Consumer Research, Motivation Research	Chapters 1 & 15
2	Behavioural and cultural aspects of segmentation, Planning for change, communication problems	Chapter 2 & 12
3	Consumer Decision Processes, decision making stages, Variables that shape decision making, Special categories of buying behaviour	Chapter 3 & 13
4	Need recognition, Search dimensions, Prepurchase alternative evaluation, Purchase	Chapter 4
5	Consumption, Post-consumption evaluation, Divestment	Chapter 3
6&7	Individual differences- Consumer resources, Knowledge,Attitude, Self-concept, Personality	Chapter 6
8&9	Psychological processes, Processing of information, Learning	Chapters 5
!0,11&12	Environmental Influences- Culture, Social Class, Personal Family, Situational	Chapters 9, 10 &11	The Brita Foods Company
13	Consumer Ethics	Chapter 14

EVALUATION

CLASS PARTICIPATION	15%
QUIZZES - 2 (15% each)	30%
END - TERM	35%
GROUP PROJECT	20%

ACADEMIC INTEGRITY

All participants are expected to attend classes regularly. Penalty for unauthorised absence in class shall be enforced as per the MoP.

No prior notice shall be given for the quizzes. Those who miss the quiz may not get a make - up quiz later on.

All readings and cases are expected to be studied by the participant before the class so that meaningful discussions can take place in class. Class participation marks shall be awarded based on quality of participation.

Members working in project teams are expected to contribute towards the project equally. It is expected that all project work would be original work and plagiarising or copying in any form would be severely penalised.

RECOMMENDED TEXT

Consumer Behaviour	Schiffman, Wisenbilt and Kumar - 11th edition

Additional Reference Readings

Consumer Behaviour and Marketing Action	Henry Assael
Consumer Behaviour	Runyon and Stewart
Consumer Behaviour The Hidden Persuaders Men are from Mars and Women are from Venus	Engel, Blackwell and Miniard Vance Packard John Gray

Journals

Journal of Marketing
Journal of Marketing Research
Psychology and Marketing
Journal of Consumer Marketing
Journal of Consumer Psychology