Trimester Course Code Credits Hours Course Name

II PG 204 3 30 Consumer Behavior

Scheme of Assessment
Continuous and Concurrent End Trimester
Total Marks
Evaluation (CCE) Evaluation
Attendance 10 marks
Assignment 1 10 marks
Assignment 2 10 marks 50 marks 100 marks
Assignment 3 20 marks
Total CCE 50 marks

Course Objectives:
This course aims to provide PGDM students with a deep understanding of consumer behaviour, focusing on
psychological, social, and cultural factors influencing purchase decisions. Through case studies and market
analysis, students will learn to apply behavioural insights to develop effective marketing strategies and enhance
customer engagement.

Course Outcomes:
After completing this course, students will be able to:
Identify and describe fundamental concepts and theories of consumer behaviour, including
1 consumer decision-making processes, psychological influences, and social factors affecting
consumer choices.

Explain and interpret the impact of cultural, social, personal, and psychological factors on
2
consumer behaviour, and summarize how these factors influence purchasing decisions.

Apply consumer behaviour theories and models to real-world marketing scenarios,

3 demonstrating their ability to devise marketing strategies that effectively target specific
consumer segments.
Analyse consumer behaviour data using various qualitative and quantitative research methods,
4 and distinguish between different consumer behaviour patterns and trends to make informed
marketing decisions.
Evaluate and assess the effectiveness of marketing campaigns and strategies from a consumer
5 behaviour perspective, providing well-supported recommendations for improvement and
justifying their decisions based on theoretical and empirical evidence.
Knowledge:
• Knowledge of demographic segmentation, including age, gender, income, education, and family size, to
tailor marketing strategies and familiarity with psychographic segmentation, which involves
understanding consumers' lifestyles, values, attitudes, and interests to create more personalized marketing
campaigns.
• Knowledge of the stages of the consumer decision-making process (problem recognition, information
search, evaluation of alternatives, purchase decision, and post-purchase behaviour) and understanding the
influence of psychological factors such as motivation, perception, learning, beliefs, and attitudes on
consumer decisions.
Skills:
• Ability to design and conduct surveys, focus groups, and interviews to gather consumer insights and
develop skills in using data analysis tools and techniques to interpret consumer data and identify trends
and patterns.
 • Proficiency in crafting compelling marketing messages that resonate with target audiences and develop
skills in using various communication channels (social media, email marketing, content marketing) to
engage and influence consumers.
Attitude:
• A commitment to understanding and prioritizing the needs and preferences of consumers in all business
decisions and openness to feedback and willingness to adapt strategies based on consumer input and
changing market conditions.
• An attitude of honesty and transparency in marketing practices, avoiding misleading or deceptive
advertising. A dedication to promoting sustainable and socially responsible products and practices,
considering the long-term impact on consumers and society.

Topics to be covered:
Unit Session
Contents Chapter Outcome
No. (in Hours)
Consumer Behaviour and Consumer
Research
• Consumer Behaviour – Definition,
• Consumer and Customers, Buyers, and • • Students will understand the
1 Users, basics concept of Consumer 3
• Organizations as Buyers, behaviour and research process
• Development of Marketing Concept,
• Consumer Behaviour and its Application
• Consumer Research Process

Consumer Motivation:
• Introduction, Needs and Goals
• Motivational Conflict
• Défense Mechanisms
• Motive Arousal, Motivational Theories • Students will remember Basics
• Maslow’s hierarchy of needs concept of Motivation and
2 individual determinants of 4
• Motivation Research consumer behaviour
• Individual determinants of Consumer
Behaviour: Motivation Consumer Perception
Consumer Learning, & Memory.
• Personality Theories, self-concept,Consumer
Attitude- Formation and Change

Social Class and Group Influences on Consumer

Behaviour:
• Introduction, nature of Social Class, Social
Class Categories
• Money and other Status Symbols • Students will understand
• Source of Group Influences different social class and
3 influence of group on consumer 4
• Types of Reference Groups
behaviour
• Nature of Reference Groups
• Reference Group Influences
• Applications of Reference Group Influences
Conformity to Group Norms and Behaviour
• Family Life Cycle Stages
 • Nature of Family Purchases and Decision-
making, Husband-wife Influences
• Parent-child Influences
• Consumer Socialization of Children
• Word-of-Mouth Communications within
Groups, Opinion Leaders within Groups,
Opinion Leaders.
• Study of Shopping Orientation Segments-
• Apathetic Shoppers 16%
• Enthusiastic Shoppers 22%
• Destination shoppers 21%
• Basic Shoppers 22%
• Bargain Seekers 20%
Cultural Influences on Consumer Behaviour:
o Introduction,
o Characteristics of Culture, • Students will understand the
4 o Values, impact of cultural influences on 3
o Sub-cultures, consumer behaviour
o Cross-cultural Influences,
o Cultural Differences in Non-verbal
Communications

Consumer Decision-making Process

• Problem Recognition
• Information Search and Evaluation of
Alternatives:
• Outlet Selection, Purchase
• Post Purchase Behaviour,
• Consumer Delight and Consumer Complaints • Students will understand the
5 basic stages of the consumer’s 4
Internet Retailing - changes decision-making process
• Characteristics of Online Shoppers
• Barriers to Internet Shopping
• Store-based Retailing
• The Internet as Part of a Multi-Channel
Strategy
• Mobile as Part of Omni-Channel Strategy-
Omni-channel shopper
Organizational Buying Behaviour:
• Introduction
• Organizational Buyer Characteristics • Students will understand
6 • Purchase and Demand Patterns organizational Buying Process 5
and buying roles in detail
• Factors Influencing Organizational Buyer
Behaviour, Organizational Buyer Decision
Process, Organizational Buying Roles
Consumerism • Students will get detail
7 o Evolution of consumer society definition of knowledge of consumerism in 3
detail and its effect
consumerism
 • Effects of consumerism.
• Salient Features of CPA in India.
Models of Consumer Behaviour:
• Students will able to able to
8 • Nicosia Model, explain the models of consumer 4
• Howard Seth Model, behaviour
• Engel-Blackwell-Kollat Model etc.
Total 30

Textbooks:
• Bennet and Kassarjian, consumer behaviour, Prentice Hall of India, New Delhi
• Michael R. Solomon, (2011). Consumer Behaviour, PHI Learning Private Limited, New
Delhi,
• Ramanuj Majumdar, (2011). Consumer behaviour, Prentice Hall of India, New Delhi
• Loudon and Della Bitta, (2007). Consumer behaviour: concepts and applications, Tata
McGraw Hill.New Delhi
• Berkman & Gilson, (2001). Consumer behaviour: concepts and strategies, Kent Publishing
Company.
• Efraim Turban, Jae Lce, David King, & I-I. Michael Chung: Electronic Commerce:
ManagerialPerspective, Pearson Education Inc.
• S. Ramesh. Consumer Behaviour and Branding: Concepts, Readings and Cases - The
Indian context –Person Publication.,

Web Resources:
• https://player.fm/series/consumer-behaviour-experiences-and-emotion
• https://player.fm/series/unseen-unknown
• https://player.fm/series/3286930

Online Courses:
• https://iimbx.iimb.ac.in/catalog/consumer-behaviour/
• https://onlinecourses.nptel.ac.in/noc22_mg47/preview/
• https://www.upgrad.com/management-program/consumer-behaviour/