CONSUMER BEHAVIOUR

Syllabus for Marketing and Finance

Third Semester 2007

The objective of the course is to make the students familiar with consumer behaviour and how various
aspects of consumer behaviour can be used for strategic decision making.

Sl. Topic Area (Chapter No) Class Hours

1. Introduction to Consumer Behaviour (Chapter 1) 1
What is Consumer Behaviour? Why Study Consumer Behaviour? Evolution of Consumer
Behaviour? How to study consumer behaviour
2. Consumer Decision Making Process (Chapter 3) 8
Need Recognition, Search for Information, Pre-Purchase Evaluation, Purchase, Consumption,
Post Consumption Evaluation, Divestment, CDP Model, Extensive Problem Solving (EPS),
Limited Problem Solving (LPS), Midrange Problem Solving (MPS), Repeated Problem Solving
(RPS), Habitual Decision Making (HDM), Factors Influencing Problem Solving
3. Demographics Psychographics & Personality (Chapter 7) 3
Demographics and Consumer Behaviour, Age, Sex, Education, Occupation and Income,
Lifestyle Concepts – LOV and VALS, Personality Theory – Psychoanalytic, Socio-
Psychological and Trait-Factor Theory, Rockeach & Schwartz Value Scale
4. Consumer Motivation (Chapter 8) 3
Maslows Hierarchy of Needs, Motivational Conflict and Need Priorities, Motivational Factors
– Money, Incentives, Loyalty, Perceived Risk, Curiosity
5. Consumer Knowledge (Chapter 9) 3
Types of Consumer Knowledge, Consumption and Usage Knowledge, Persuasion Knowledge,
Self Knowledge, Implications for Business
6. Learning (Chapter 16) 4
Cognitive Learning, Theories of Learning, Retention and recall, Helping Consumers to
Remember
7. Beliefs, Feelings, Attitudes and Intentions (Chapter 10) 4
Consumer Beliefs, Consumer Feelings, Attitudes, Multi-attribute Models – Fishbein, Ideal
Point, Consumer Intentions
8. Culture and Social Class (Chapter 11) 3
What is Culture? Core Values and Influences, Social Class Determinants, Social Class
Stratification, Social Class Dynamics, Social Class and Consumer Behaviour
9. Family & Household Influences (Chapter 12) 3
What is Family? What is Household? Role Behaviour, Family Life Cycles, Behaviour of
Children and Childhood Socialization
10. Group and Personal Influences (Chapter 13) 3
Groups and Reference Groups, Types of group Influence, How group influence individuals,
Influences through Dyadic Influences, Word of Mouth and Opinion Leaders, Diffusion of
Innovation
Total 35

Students should note the following:

The Class Hours are indicative in nature and may be changed depending on the Academic Calendar. PPT or
Handout’s may be provided for some of the topics. Evaluation would be done through Class Test, Mid
Semester Exams and Final Exams. Chapter References are from Blackwell, Miniard and Engel

References:
• R.D. Blackwell, P.W. Miniard & J.F. Engel – Consumer Behaviour, 10/e LPE, Thomson, New Delhi
• D.L. Loudon & A.J. Della Bitta – Consumer Behaviour, 4/e, Tata McGraw Hill, New Delhi
• H. Assael – Consumer Behaviour and Marketing Action, 6/e, Thomson, New Delhi
• L.G. Schiffman and Leslie L Kanuk – Consumer Behaviour, 8/e LPE, Pearson’s Education, New Delhi
• M.R. Solomon – Consumer Behaviour: Buying Having & Selling, 6/e LPE, Pearson’s Education, New Delhi
• S.L. Gupta & S. Pal – Consumer Behaviour An Indian Perspective, Sultan Chand & Sons, New Delhi