Module 1

Module 1: Able to explain concepts and theories of Consumer Behaviour and apply them marketing strategy (7.5 hours)

1. Consumer behavior as an interdisciplinary subject- Application of consumer behaviour-Linkages to advertising, brand management, retailing and strategy.
2. Consumer Decision Making Model: Factors influencing consumer behaviour- implications for practice, Impact of digitalization on consumer behavior – Article discussion
3. Consumer Motivation and buying behaviour Motivation theories, Application of Motivation in Marketing Practice
4. Personality and Self, Structure of personality, Theories of personality
5. Application of Personality theories to Marketing strategy, Brand personalities, Personality and product adoption
6. Nature of Perception, Sensory perception, Perception and Marketing, Heuristics and biases
7. Consumer Perception and Marketing Strategy (product design, positioning) – Case Discussion
8. Learning theories, Information Processing and learning, Outcomes of learning.
9. Attitude and its components- Case Discussion.
10. Family and Consumer Behavior, Lifestyles, Family and households, Family Life Cycle Socio-cultural influences Purchase decisions, culture and cultural values.

Module 2

Module 2: Able to predict consumer behaviour in the marketplace and resolve issues and challenges related to them (7.5 hours)

1. Consumer Research, Research Methods in CB, Discussion on insights from video
2. Consumer Segmentation and Marketing Strategy, Segmentation Methods, Consumer Persona
3. Consumer Decision Making, Overview of consumer decision making process, Types of decisions, Problem recognition, Search and evaluation
4. Purchase, post-purchase, Choice overload, Product disposition – Case discussion

Module 3

Module 3: Able to develop effective marketing strategies and programs to influence consumer behaviour (7.5 hours)

1. Reference Group Influence, Reference groups and communities, opinion leaders and word of mouth
2. Targeting segments, Consumers and social media, Media effectiveness
3. Attitude models, Attitude and brand equity, Product involvement, positive Vs negative reinforcement and attitude change
4. Marketers ethics and social responsibility.
5. Case discussion.

Module 4

Module 4: Able to work effectively in a team to prepare professional, logical and coherent report and presentation on consumer behaviour issues and marketing strategies (7.5 hours)

1. Student presentations in groups.

Course Description

This course introduces the theory of consumer behaviour and relates it to the practice of marketing. As future marketers, you will take one step closer towards understanding what goes in the minds of the customer (the buyer’s black box) as they make decision with respect to purchase and consumption of products and services. The course will present relevant concepts drawn from psychology, anthropology, social and behavioural sciences within the framework of the consumer decision process and its main influencing factors

Course Outcomes& Learning levels

This course aims to introduce concepts in Consumer Behaviour and provide a basic and fundamental understanding of how consumers behave in the marketplace so as to help you predict and influence the consumers with appropriate marketing strategies. The course is divided into four modules with distinct learning outcomes for each. At the end of this course, you will

1. Be able to explain concepts and theories of Consumer Behaviour and apply them to marketing strategy (Apply);
2. Be able to predict consumer behaviour in the market place and resolve issues and challenges related to them (Evaluate);
3. Be able to develop effective marketing strategies and programs to influence consumer behaviour (Create); and
4. Be able to work effectively in a team to prepare professional, logical and coherent report and presentation on consumer behaviour issues and marketing strategies (Create).

Evaluation Pattern

*Based on assignments / Tests / Quizzes / Case Studies / Projects / Term paper / Field visit report.

Course Text:

1. Leon G. Schiffman, Joseph Wisenblit, S Ramesh Kumar, 12e, Consumer Behaviour, Pearson
2. Michael R Solomon, Consumer Behaviour – Buying, Having and Being, 12e, Pearson.