CONSUMER BEHAVIOUR
PGDM PT III (2012 - 2015)


COURSE INSTRUCTOR
PROF M N TRIPATHI
Tel : 0674-6647822 (Internal ext. 822)
Fax : 0674-2300995

Email - mnt@ximb.ac.in

OBJECTIVE

The study of consumer behaviour is required to build a conceptual framework to understand and permit implementation of Consumer Behaviour principles 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 necessary for all participants aspiring for a marketing career.


METHODOLOGY

The course shall consist of 15 classes of 2 hours duration. It shall consist of lectures, case - discussions and presentations.

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

COURSE CONTENT

SESSION PLAN


Session TopicsReadingsCase
1 Introduction to CB, Perspectives on Consumer Research, Motivation ResearchChapters 1 & 2
2 Behavioural and cultural aspects of segmentation, Planning for change, communication problemsChapter 3 & 9
3Consumer Decision Processes, decision making stages, Variables that shape decision making, Special categories of buying behaviourChapter 14Casting the Net wider
4 & 5Need recognition, Search dimensions, Prepurchase alternative evaluation, Purchase Chapter 4
6Consumption, Post-consumption evaluation, Divestment
7 & 8Individual differences- Consumer resources, Knowledge,Attitude Chapter 8Haldiram.s group - Seeking the 'Right' Marketing Mix
9Self-concept, Personality, values, lifestyle Chapter 5
10 & 11Psychological processes, Processing of information, LearningChapters 6 & 7
12Environmental Influences- Culture, Social ClassChapters 10 & 11The Brita Products Company
13Personal Influence, Reference groups, WOM, Family, situations Chapter 10
14 & 15Diffusion of Innovation - Types, diffusion variables, speed of diffusion, ethical perspectivesChapter 13 & 15

EVALUATION

CLASS PARTICIPATION 15%
2 QUIZZES
PROJECT
END - TERM
30% (15% EACH)
20%
35%
LIST OF READINGS

Consumer Behaviour Schiffman and Kanuk 10th Edition
Additional Readings
Consumer Behaviour and Marketing Action Henry Assael
Consumer Behaviour Runyon and Stewart
The Hidden PersuadersVance Packard
Consumer Behaviour
Men are from Mars and Women are from Venus
Engel, Blackwell and Miniard
John Gray


Journals

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

Class Slides
Consumer Behaviour1.docIntoduction to CB.pptSegmentation and Planning for change.pptConsumer Decision Processes.pptNeed recognition, Search, Prepurchase Evaluation, Purchase.pptConsumption, Satisfaction, Divestment.pptIndividual Differences.pptPsychological Processes.pptEnvironmental Influences.pptDiffusion of Innovation.pptConsumerism and ethical responsibility.ppt