Indian Institute of Management, Udaipur

Post-Graduate Programme in Management

Year 2013-14
Course Outline for Consumer Behaviour
Credits

Term

Instructor

Prof. Prashant Mishra

Email

prashant.mishra@iimu.ac.in or prashant@iimcal.ac.in

Course Background and Objectives:

Consumer Behaviour (CB) is the study of the processes involved when individuals or groups select,
purchase, use or dispose products, services, ideas or experiences to satisfy needs and desires. Given
the centrality of consumption for any marketing activity, understanding CB is at the very heart of
marketing research and practice. Since consumption is a part of a larger array of human activities, it is
necessary to situate CB in the wider domain of human behaviour. Like most of the behavioural
disciplines, CB is a complex area of inquiry with inter-disciplinary influences from Economics,
Psychology, Sociology and Anthropology.
Following are the course objectives:
1. To provide a basic understanding of the psychological, sociological, anthropological, and economic
processes affecting consumer choices.
2. To examine implications of these factors for marketing.
3. To examine implications of these factors for consumer and societal well-being.

Text:
Consumer Behavior by, Leon G Schiffman and Leslie Lazar Kanuk (9th Edition) Pearson Education. -- (SK)

Course Evaluation
Class Participation: 25%
Library Assignment (Group of two) : 25%
End Term: 50%

MLSU Campus, Udaipur-313001| email:director@iimu.ac.in| Tel.No.91-0294-2477101/Fax:91-02942477122|website:www.iimu.ac.in

CLASS SCHEDULE
I-II

Consumer Behaviour and Consumer Decision Making

Read: Chapter 1&2 (SK)
Read: Chapter 16 (SK)

Case: Struggling to Make the Best Buy (Product No. 910A10)

III-IV

Complexities of Consumption Choices and Implications for Marketing Strategy

Read: Chapter 1 & 16 (SK)

Exercise: Understanding Consumer Behaviour (Soft Copy to be sent by PM)

Consumer Motivation
Read:

Chapter 4 (SK)

Case: Canadian Blood Services (W11531)

VI-VII

Consumer Perception and Learning

Read: Chapter 6 & 7 (SK)

R: Analysing Consumer perception ( Product no 9-599-110)

Case: Xylus: Exploring Consumer perception about Premium Watches in the Indian Context
(Product no. IMB 349)

Case: HDFC Life Insurance (Product no W12274)

VIII-IX-X

Consumer Attitudes Formation and Change

Read:

Chapter 8 (SK)

Case: Building Brand Community on the Harley Davidson Posseride (Prod No 501015-PDF-ENG)

MLSU Campus, Udaipur-313001| email:director@iimu.ac.in| Tel.No.91-0294-2477101/Fax:91-02942477122|website:www.iimu.ac.in

Case: Himalaya Herbal Toothpaste: Category and Brand Involvement in an emerging market
(Product No. W11388)

XI-XII

Meanings of Consumption; Consumption and Extended Self

In Class exercises to be announced later
Read:

Chapter 10 & 11 (SK)

XIII-XIV Reference Group, Family and Social Class and Consumer Behaviour
Case: TiVo in 2002: Consumer Behavior: (Product #: 502062)
Case: Sony EyeToy: (Product #: 505024)

XV XVI

Cultural Influences
Read: Chapter 12 & 13 (SK)

Case: Virgin Mobile USA: Pricing for the Very First Time: (Product #: 504028)

XVII-XVIII-XIX

Consumer Influence and Diffusion of Innovations

Read: Chapter 15 (SK)

Case : Sony AIBO: The Worlds First Entertainment Robot (Prod No 502010-PDF_ENG)
Case: Nanda Home: Preparing for life after clockey (Prod No. 9-511-134)

XX: Review and Wrap up

MLSU Campus, Udaipur-313001| email:director@iimu.ac.in| Tel.No.91-0294-2477101/Fax:91-02942477122|website:www.iimu.ac.in