JAIPURIA INSTITUTE OF MANAGEMENT

PGDM / PGDM (FS)/ PGDM (RM); TRIMESTER- IV; ACADEMIC YEAR 2017-18
1. Course Code: MKT401 2. Course Title: Consumer Behaviour

3. Course Overview:

Consumer behavior is woven into the fabric of our lives, interacting with each one of us in a
multitude of important decisions to take. Consumer choices confront us in our daily existence; and
can range from major choices such as deciding on a college degree, a career to pursue, or minor
choices about the food to eat, clothes to wear, a television show to watch, or an internet site to visit.
Consumer behavior encompasses our daily lives and getting to understand the patterns in this
behavior can reap rich dividends for a marketing organization.

The course of Consumer Behavior encompasses the art and science of understanding the consumer
choices in the backdrop of their individual characteristics. It also focuses upon group influences as a
key determinant of consumer choices and their decision making process. A robust understanding of
this course equips the student with the theoretical foundations to interpret and unpack how and why
consumers behave as they do. It also offers the insights on the necessary marketing interventions to
shape this behavior for serving the marketing agenda of a firm. For a great grasp on the course
students may interpret and analyze their own behavior in various buying decision making situations.
An understanding of how knowledge of consumer behaviour can be used to develop profitable,
efficient and fair marketing techniques and tactics, and an ability to view marketing techniques from
both a managerial and a consumers perspective.
The course specifically addresses formation and adjustment of consumer attitudes, influence of
personality and lifestyle in shaping consumer preference, cross-cultural variation in consumer
behaviour, consumer motives in a buying situation, implications of consumer learning and memory
for effective brand strategy formulation etc. The course also addresses the issue of unethical
consumer influence techniques. This course will not only raise the above issues; but it will also
provide explanations based on robust consumer research studies.

4. Course Learning Outcomes:

After undergoing this course, the student will be able to:

LO1- Understand the internal and external influences on consumer actions

LO2- Analyze the process of consumer decision making
LO3- Analyze the consumer response to market offering through research
LO4- Use Consumer Behavior insights in marketing decision making.
LO5- Create Suitable Marketing Strategies to elicit desired consumer response

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5. List of Topics/ Modules:

Topic/ Module Contents/ Concepts

Module 1: Generating Module one will focus upon a preliminary discussion on
consumer insights consumer behaviour as a field of study, and use of research in
generating consumer insights.

Module 2: Internal Module two will focus upon the drivers of consumer behaviour
determinants of consumer which vary from one individual consumer to the other. Internal
behaviour constructs such as perception, learning, memory, motivation,
personality, and attitude will be taken up for discussion with the
help of brief cases.

Module 3: External Drivers of Module three includes all aspects of group influences on
Consumer Behaviour consumer decisions; which include influence of culture and sub-
cultural identities, institution of family, social classes, and the
role of reference groups.

Module four shall focus upon the internal process of decision

Module 4: Consumer Decision
making, and the various opportunities it presents to the
Making
marketers for making suitable marketing interventions. The
module also includes discussion on buying and disposing of
goods and services.

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6. Evaluation Criteria:
Component Description Learning Weight
outcome
captured
Using advertisements and information marketing strategy, 1, 4 5
the student will be required to map a brands journey
through the last decade; to identify the modifications in
marketing communication and overall strategy based on
evolving consumer behaviour trends.

There will be three quizzes of Multiple Choice Questions.

Best two scores/ grades shall be considered for overall 1, 2 10
evaluation.

Group of students in groups of 5-6 members will be

required to carry out a field study into a research ALL 10+5
problem/issues identified by them. The project shall
include data collection instrument development; field data
collection; and data analysis to generate insights. The
research problem may be real or hypothetical.

Approval of topic and Scope of Assigned in

Study the first class
itself
Submission of synopsis Fourth session
First review ( development of tenth session
instrument for data collection, data
collected, interviews conducted, field
visits made etc)
Final Submission of report (10 Twentieth
Marks) session
Presentation (5 Marks) Twenty
Second and
twenty third
session

Moodle based discussion forum and Class participation All 5+5

This will consist of conceptual questions and/or one case 20

1,2,4
study.

This will consist of case study; application based 40

All
situational questions, theoretical & conceptual questions.

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7. Recommended/ Reference Text Books & Resources:

Text Book

Schiffman, Leon G., Wisenblit Joseph, and S. Ramesh Kumar (2015). Consumer Behaviour. (11 th
Edition). New Delhi: Pearson Education.

References
Peter, P.J.; and Oslon, JC (2010), Consumer Behaviour and Marketing Strategy, (9 th Edition),
Singapore, McGraw Hill International Edition (P&O).
Solomon, M.R, (2013), Consumer Behaviour- Buying, Having and Being, (10 th Edition), New
Delhi, PHI Learning Pvt. Ltd. (MRS)
Hawkins, Del I., Roger J. Best, Kenneth A. Coney, and Amit Mookerjee (2008). Consumer
Behaviour: Building Marketing Strategy. (9th Ed). New Delhi: Tata McGraw-Hill. (HRK)
Hoyer, Wayne D. and Deborah J. Macinnis (2010). Consumer Behaviour. (8th Edition) New
Delhi: Cengage Learning. (HD)
Business World, Business India, 4 Ps Magazine, Economic Times, Indian Journal of
Marketing, ICFAI Journal of Consumer Behavior, Harvard Business Review; MIT Sloan
Review; Journal of Consumer Research.

Internet Resources:
www.consumersearch.com: It gives reviews about different types of consumer products
http://www.marketingtrendsplus.com/: This website tracks the global trends in changing
consumer preferences.
www.figarodigital.co.uk: This website provides information on digital marketing and online
consumer behaviour.
http://www.fulltraffic.net/blog: This website brings new articles in the area of social networks
and online consumer behaviour
The little Albert Experiment; YouTube Video on classical conditioning experiment
Drs Robert Epsteen and B K Skinner with Pigeon Part I; video on operant conditioning
experiments.
Gestalt Principles of perception; YouTube video on Perception
The ASCH experiment; YouTube video on group dynamics.

Key Readings:

1. Meeting changes & challenges, Schiffman, Leon G., Leslie L. Kanuk, and S. Ramesh Kumar
(2010). Consumer Behaviour. (10th Edition),Pp.2-4.
2. Consumer Motivation, Schiffman, Leon G., Leslie L. Kanuk, and S. Ramesh Kumar (2010).
Consumer Behaviour. (10th Edition), Pp.88-90.
3. Turner, John; and Oakes, Penny (1986). "The significance of the social identity concept for
social psychology with reference to individualism, interactionism and social influence"
British Journal of Social Psychology 25 (3): 237252
4. Consumer Attitude, Schiffman, Leon G., Leslie L. Kanuk, and S. Ramesh Kumar (2010).
Consumer Behaviour. (10th Edition),Pp.232-234.
5. Petty R. E. and Cacioppo J. T. (1979); Issues Involvement can increase or decrease
persuasion by enhancing message relevant cognitive responses; Journal of Personality &
Social Psychology, 37: 1915-1926.
6. R Chandrashekrana; and Shanker Krishnan (2009); Shoppers stop: targeting the young,
Case Studies in Marketing Management; Richard Ivy School of Business.

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8. Session Plan:

Session Topic Readings (Chapter Learning

No. &Pp.)/ Cases Outcomes
Module 1: Introduction
1 Relevance of consumer behaviour for Text:
marketing function Reading 1: Meeting LO 1
Changes & Challenges.
Defining consumer behavior
CB and the marketing concept Handout
CB and Customer Value Ch 1pp. 2-21
Effective segmentation of markets
and the role of CB

2 Gaining Consumer Insights Briefing on LO 3

Carrying out a well-rounded consumer assignment 1
research program Project group
formation
Text ch 15, Pp. 418-
439
Case 1 Discussion of
Himalaya Face Wash:
Brand Associations &
Lifestyles Ch15,
PP.439-445
Module 2: Internal Drivers of Consumer Behaviour
3 Consumer motivation & Personality Text Ch 3, Pp. 58-72 Identifying the
The Dynamics of motivation Reading 2: motives behind
( Needs, Goals, Need Arousal, Consumer buying &
Selecting Goals) Motivation consumption of
Systems of Needs (Murrays List Handout range of products
of Psychogenic Needs, Maslows LO1, 2,3
Hierarchy of needs, A Trio ofProject synopsis due
Needs)
The Measurement of Motives
4 Marketing interventions for creatingCase 2: Titan watches develop an
purchase motives Handout understanding of
internal drivers of
consumer
behaviour
LO 1, 4, 5

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5 The Facets of Personality Demonstrating the
Theories of Personality (FreudianText Ch 3, Pp. 72-88 ability to match
Theory, Neo-Freudian PersonalityReading 3 : The between consumer
theory, Trait Theory) significance of social and brand
Personality traits and ConsumerIdentity personality-like
Behaviour Handout traits
Debate: Do products LO 1
shape the personality
or personality shape
the products?
Assignment due
6 Strategies for pitching the market Case 3 : HCL Examining the
offering to achieve an effective brand concept of
consumer fit Handout personality &
Product & Brand personification Text Ch 3, Pp. 88-94 lifestyle to product
Self and self- image purchase
LO 4, 5
7 Guest Lecture (Consumer Lifestyle) L O 1,2
Consumer Perceptions and Brand LO 1, 2, 3
Positioning Challenge Text Ch 4, Pp. 98-120
8 Sensory Dynamics of Perception
Elements of perception Finalization of groups
Structure of human brainAssignment of Project
(Right, Left brain) and its topics
implications for marketing
strategy
Impulse buying
9 Effective Marketing Interventions forCase 4: The brave new LO1,4,5
shaping and reshaping perceptions world of Subway
Consumer imagery and its Advertising
market application Hand out
Perceived Quality Text Ch 4, Pp. 122-133
Perceived Risk

10 Consumer Learning & Memory and Understanding the

the brand recall challenge strategic
Elements of learning Text Ch 5, Pp. 138-163 implication of
Classical Conditioning cognitive and
Strategic application of consumer behavioral
learning & measures of consumer learning.
learning LO1,2

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 11 Consumer attitudes: shaping and Being able to
formation Text, Ch 6, pp. 168- capture & device
Consumer attitudes definition 188 mechanism for
Structural models of attitude Reading 4: Consumer favorable
Attitude formation Attitude consumer attitude
Handout for product &
Reading 5: Issues services.
Involvement can LO1, 2, 3
Increase or decrease
persuasion
Handout
12 Modification of consumer attitudesText Ch 6, pp. 188-197 Analyzing the role
using effective marketing interventions Case 5: Tata Gold of attitude in
Attitudinal Change and market place
modification
Project review due LO1, 4, 5
13 How does Marketing influence Integrating the
attitude? Guest Lecture 2 Concepts
a summative guest lecture/panel LO 1, 2, 4
discussion (of two or more experts)
with firms who are struggling with or
have successfully modified consumer
behaviour in some way.
Module 3: External Drivers of Consumer Behaviour (Group influences)
14 Group membership influences on Understanding the
consumer choices consumer profile
Role of opinion leaders/roleText Ch 9, Pp. 250-263 in cultural setting
models/celebrities etc., when do & its marketing
they fail to influence? implications
LO1, 5
15 Marketing Interventions for mobilizing Text Ch 9, Pp. 264- Demonstrating
positive word of mouth and Opinion270 role of reference
Leadership group in product
acceptance
LO1, 4, 5
16 Role of family structure in determining LO1,2
the consumption patternsText Ch. 10 Pp. 278-
Consumption socialization through297
family
Family Life cycle
Family decision making and
buying roles
Impact of Changing family &
family decision making on
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 marketing Strategy Formulation
17 Role of social class and income inReading 6: Shoppers Demonstrating
determining consumption patterns Stop influence of social
Social classification schema class in product
Measurement and profiling of Handout purchase
social class Text Ch 10, pp. 297-
Application of social class in311 LO1,2, 3, 4
understanding behavior
18 Influence of culture on consumer Examining
aspirations and behaviour Text, Ch 11, Pp. 314- consumer profile
Dynamism of culture and sub325 in cultural setting
culture & its marketing
Measurement of culture and implications
profiling LO1, 3, 5
Multicultural Marketing Strategies
Module 4: Consumer Decision Making
19 Structure and Process of consumer Probing decision
decisions making models to
Levels /Types of decision making Text Ch 13, Pp. 366- understand
Consumer Decisions - High,375 development of
medium and low involvement consumer
Managing the dissonance engagement with
challenge brand
Impact of Social Networking Sites LO 2
on consumer decision making
Why do consumers develop brand
loyalty?

20 Implication of Consumer Decision Gain insight of

Making Models for marketing StrategyCase 6: Spencers Tire consumer decision
Formulation: purchase making models
Views of consumer DecisionHandout LO 2,4,5
Making
Input Output Model
Howard Sheth Model
Project report due
21. Student Presentations Discussion Applying the
understanding of
determinants of
CB in designing
new marketing
strategies for firms
LO All
Student Presentations Discussion Applying the
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 22 understanding of
determinants of
CB in designing
new marketing
strategies for firms
LO All
23 Student Presentations Discussion Applying the
understanding of
determinants of
CB in designing
new marketing
strategies for firms
LO All
24 Towards Integrated Buying Behavior

Integration of various platforms of consumer buying for a clear strategic

advantage
Case 8: HCS Sugarfree

Questions for case discussion:

1.Himalaya Face Wash

1. Critically evaluate the research methodology used by Himalaya to gain consumer insight
2. Comment on the usage of have different types of scales in a questionnaire and their benefit in
analysis

2. Titan watches
1. 1. Discuss how the TITAN watches changed the consumers motivation to buy a common wrist
watch market?
2. Suggest the kind of message which may be used by Titan to meet consumers changing desire
from durability to sophistication and utilitarian to hedonism?
3. How can product manager of wrist watches use possible research findings that the Indian
market is willing to buy a high priced Indian made watch when he hears that the same company has
a global reach?

3. HCL: Facing The Challenge of The Laptop Market

1. Critically review the buying behavior of HCLs target market towards the computer
peripherals in general and its market offering in particular. Analyze the lifestyle shifts that are
taking place in this market. What implications do they have for HCLs marketing mix planning?
2. Apply your understanding of the marketing concepts and the information provided in the
case for outlining the salient challenges for HCL in its chosen product market.

4. The Brave New World of Subway Advertising

1. Apply your understanding of the Perceptual processes and discuss how the burn-out of this new
medium can be avoided by the marketers?

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2. Critique the sensory appeal of the subway ads. What implications does your answer have for
the advertisers? Analyze on the basis of the principles of attention covered in the topic of
perception, why are subway ads being received so positively?

5 TATA Gold Plus

1. Critique the strategic choice of Tata GoldPlus to cater to the BOP markets. In your view what
challenges were faced the firm in changing the attitude of its target market?
2. Summarize the basic attitude and belief system of an Indian buyer of gold jewellery. How did
Tata GoldPlus alter or reinforce this belief system?
3. Will you advise the company to launch the brand in North India given the profile of rural and
semi-urban customers in this region? What problems may arise in doing so?

6. Spencers Tire purchase

1. Analyze Spencers experience in terms of the consumer behaviour frame work. What variables
& processes can you identify that appear to be at work in this situation?
2. When did problem recognition occur for Spencers?
3. What information sources did Spencers use? Do they all seem to bear equally on his decision?
What were the strongest influences on the decision to buy a Uniroyal tires?
4. Apply the various consumer decision making model and decision rule, to make a choice
decision for tires?

7. HCS Sugarfree -
1. General discussion
9. Contact Details:
Name of the Instructor: Dr. Puneet Rai
Office Location: Room No. 207 (Old Building)
Telephone: Office ext. 296; Mobile: 9838546952
Email: Puneet.rai@ghsimr.ac.in
Teaching Venue: As per Time Table Schedule
Website: www.jaipuria.ac.in
Office Hours: 9:30 am to 5:30 pm (Monday to Friday)
Online Links (Link to Blackboard etc.):

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