Consumer Behavior

Program : MBA Class of : 2009

Credit : 3 Sessions : 33
Course Code : SL MM 602
Objective

To understand the various factors influencing behavior of consumers – as individuals and as

members of a group/society, and also the impact of consumerism in the contemporary
environment.
To understand the behavior of consumers – decision making, post-purchase behavior,
behavior in a shopping environment, etc. To understand the behavior of organizations as
consumers.

REFERENCE BOOKS AUTHOR / PUBLICATION

Consumer Behavior ICMR
Consumer Behavior, 5e Leon G Schiffman and Leslie Lazar Kanuk, Prentice-
Hall, India
Consumer Behavior Hawkins, Best & Coney, McGraw Hill
Consumer Behavior Blackwell, Miniard & Engel, Thomson
Consumer Behavior Solomon, Prentice Hall
Consumer Behavior: Concepts & David Loudon, Albert Della Bitta, Tata McGraw Hill
Applications

Detailed Syllabus
Introduction to Consumer Behavior:
Definition, Role of Consumer Behavior in
Marketing, Distinction among consumer,
customer, buyer, user and payer.
Framework of Consumer Behavior –
Internal Influences, External Influences,
Self-Concept & Life Style and Decision
Process. Interdisciplinary subject
encompassing concepts from psychology,
sociology, anthropology, micro-
economics and organizational (buying)
behavior. Applications of Consumer
Behavior.
Consumerism & Consumer Behavior in
the Contemporary Environment:
Consumer movement & consumer rights.
Concerns of consumers – government
regulations & role of non-government
organizations in addressing the same.
Changing face of consumer behavior
under the new scenario of globalization,
technological changes, new retailing
environment, etc.
CONSUMERS AS INDIVIDUALS
Personality and Self Concept in
Consumer Behavior: Aspects of
Personality & Impact on Consumer
Behavior. Personality Theories –
Freudian, Neo-Freudian and Trait
Theories, Consumer Personality & Brand
Personality, Self Concept – Types &
Applications
Consumer Needs & Motivation: Needs
& Wants, Latent & Manifest Motives in a
Purchase Situation, Maslow’s Needs &
Consumer Behavior, Trio of Needs
Theory, Motivation Theories - Optimum
Stimulation, Hedonic Experiences,
maintaining behavioral freedom, avoiding
risk, attributing causality. Motivational
Conflict, Motivational Research.
Consumer Perception: Perception
Process & Involvement, Sensation &
Sensory Thresholds, Sensory Overload &
Selective Perception, Use of Gestalt
Principles in Marketing Communications,
Common Perceptions of Colours,
Interpretation – Semiotics. Perceived
Risk. Perceptual Positioning & Perceptual
Mapping.
Consumer Attitude Formation &
Change: Attitude functions. Tri-
component attitude model, hierarchies of
attitude components. Multi-attribute
attitude models. Attitude measurement.
Changing consumer attitudes.
Consumer Learning: Applications of
behavioral learning theories (classical
conditioning & operant conditioning) and
cognitive learning theories (iconic rote,
vicarious/modeling and
reasoning/analogy) to consumer behavior.
CONSUMERS IN THE SOCIAL
CONTEXT
Reference Groups & Opinion
Leadership: Consumer socialization &
consumption community. Types of
reference groups, their nature of power &
influence. Effect of reference groups on
product & brand purchase. Opinion
leaders – their role & types. Identifying
opinion leaders and market mavens.
Family, Gender & Age Influences:
Family decision making roles, conflicts
and their resolution. Role of gender and
age in family decision making. Family
life cycle and consumer decisions.
Social Class & Consumer Behavior:
Social class – its components & impact
on consumer behavior. Measuring social
class, India’s socio-economic
classification. Influence of social mobility
on consumer behavior. Targeting the poor
& the rich, status symbols & conspicuous
consumption.
Cultural Influences on Consumer
Behavior: Characteristics of culture,
application of cultural learning & rituals
in consumer behavior. Types of sub-
cultures in the Indian context. Cross-
cultural influences. Cultural lessons in
international marketing.
CONSUMER DECISION MAKING &
BEHAVIOR
Diffusion of Innovation: Types and
degrees of innovation & behavioral
demands. Factors affecting
adoption/diffusion & the decision making
process. Adopter categories. Factors
affecting speed of diffusion. Marketing
strategies for enhanced diffusion.
Consumer Decision Making: Types of
decision making & involvement.
Information search pattern & marketing
strategy. Categories of decision
alternatives. Hierarchy of effects. Types
of choice models – multi-attribute,
additive difference, conjunctive,
disjunctive, lexicographic & elimination
by aspects. Modeling consumer decision
making – Howard-Sheth model, Nicosia
model and Engel-Blackwell-Miniard
model.
Consumer in the Market Place: Factors
influencing consumer outlet choice.
Shopping orientation & shopping styles.
Types of purchases. In-store influences on
purchase. Consumer responses to
marketing communications. Different
forms of advertising appeals & consumer
behavior.
Post-Purchase Behavior:
Satisfaction/dissatisfaction – loyalty/non-
use or complaint behavior. Measuring
satisfaction, handling complaints,
achieving customer loyalty. Post-purchase
dissonance – causes and approaches to
reducing the same. Disposal alternatives.
Dark Side of Consumer Behavior:
Concerns of marketers and dark side of
consumer behavior (addictions, devious
behaviors).
Organizational Consumer Behavior:
Organizational buying roles, buying
situations & buying processes. Influences
on organizational buying behavior.
Cases:
Faculty will be handling eight or more cases
• Online Matrimony Services in India
• Maruti - Valuing the Indian Used Car
Market
• CASAS BAHIA : Marketing to the
Poor
• Tesco - The Customer Relationship
Management Champion
• Coca Cola India's Thirst for the
Rural Market
• Pepsodent - Charting Growth in
Indian Oral Care Market through
Segmentation
• MTV : Connecting with the
Customer
• ITC's Foray into Convenience Food
 Market Personality and Self Concept 2
• Fast Food Fables in Consumer Behavior
• Guatemala - Evolving 'The Soul of Consumer Needs & 3
the Earth' Motivation
• The Price War in Gujarat Newspaper
Consumer Perception 2
Industry
• HSBC - Local Bank to the World Consumer Attitude Formation 2
& Change
• Kellogg’s Indian Experience
• Archies – The Way Indians Greet Consumer Learning 2
• Lego Toys - The Story of Playful Reference Groups & Opinion 2
Learning Leadership
• Market Expansion Strategies Of Family, Gender & Age 2
Maruti Udyog Influences
• Reebok's Changing Gameplan
Social Class & Consumer 2
• Krispy Kreme Doughnuts -
Behavior
America's Hottest Brand
• Detroit - Getting Ready for an Image Cultural Influences on 2
Makeover Consumer Behavior
• Shoppers' Stop Consumer Loyalty Diffusion of Innovation 2
Program
Consumer Decision Making 3
• The Teleshopping Business in India
• Tupperware - Influencing Opinions Consumer in the Market Place 2
through Word-of-Mouth Post-Purchase Behavior 2
• Shopping Malls - A New Shopping
Dark Side of Consumer 1
Experience
Behavior
• Adbusters Media Foundation -The
Global Network of Social Activists Organizational Consumer 1
• Kohl's Tie-Up with Estée Lauder - Behavior
Influencing Customer Perceptions Total 33
• Pet Services in India - From Bow-
Bow to Wow-Wow
• Shared Values - A Campaign Gone
Hollow?
• Haldiram's - The No:1 Choice of
Consumers
• Fairtrade - Influencing Purchase
Decisions
• Dove - Campaigning for Real Beauty
(Source: Case Studies in Consumer
Behavior)
Suggested Schedule of Sessions
Topic No.of
Sessions
Introduction to Consumer 1
Behavior
Consumerism & Consumer 2
Behavior in the Contemporary
Environment