Professional Documents
Culture Documents
Programme: PGDM
Batch: 2017-2019
Term: 4
Course Name: Consumer Behavior – MKT6006
Credits: 3 (24 Sessions)
Course Instructors: Prof. Utkarsh (Core), Prof. Srinivasa Reddy (Core) and Prof. Swapnarag Swain
(Core)
PART 1
INTRODUCTION
The course on consumer behavior provides students with in-depth knowledge of the fundamentals
of consumer behavior with emphasis on the consumer in the marketplace, consumers as individuals,
consumers as decision makers, and consumers as influenced by culture and subculture. It emphasizes
the process of consumer choice and the implications for marketing efforts in businesses. Organizations
are constantly gearing up to assess their customer needs accurately with an intention to make effective
decisions on what markets to target and the variety of product/service offers to them. Therefore, this
course, in this rapidly changing market place, assists managers to have an effective understanding of
the current & future needs of the market place and the related behavioral factors influencing them.
1
COURSE LEARNING OUTCOMES (CLO)
By the virtue of the learnings gained in this course, students should be able to –
CLO 1 Find the predominant changes taking place in the consumer segments, and advise the
firms to proactively tailor-make their marketing approaches (PLG 1)
CLO 2 Formulate a communication strategy and tactic appropriate to the specific customer
segments of the firm (PLG 2)
COURSE CONTENT
2
POLICY ON PLAGIARISM
Plagiarism is strictly prohibited in this course and any cases identified will be subject to disciplinary
action as per the guidelines mentioned in the PGP Handbook.
a) END TERM
Open/
Weightage Duration
Evaluation Closed
(%) (in Minutes ) CLO Tested
Book
End Term Exam 40 120 Closed Book CLO 2
b) OTHER ASSESSEMENTS
Unit of Weightage
S. No. Evaluation Item* Time CLO
Evaluation (%)
Session 11(1A),
6 Mini Project 1A/1B Team 5 -
Session 16 (1B)
3
PART 2: SESSION PLAN
Pedagogy : Text
Session Topic Lecture / Case Pre class / Post class readings Chapter
No. / Simulation readings
etc.
Video on “What
Introduction to you interact with
Consumer Behaviour influence you” Consumption: The Pursuit of
1 Happiness
Discussion
Consumer decision- a) Low Involvement v/s High
making, Utilitarian v/s Involvement Buying 13 (Pg.366 to
2 Discussion b) Work and/or Fun-
Hedonic consumption 382)
Measuring Hedonic and
Utilitarian Shopping Value
Levels of involvement a) Message In Bottle 13 (Pg.366 to
3 and levels of decision- 382)
making.
Learning theory: Discussion &
4 Theory of Classical Video 5
Conditioning. presentations
Theory of Instrumental Discussion &
5 Conditioning, Theory of Video 5
Social learning. presentations
4
Pedagogy : Text
Session Topic Lecture / Case Pre class / Post class readings Chapter
No. / Simulation readings
etc.
Qualitative Research –
Methodology Case Discussions 15
8* Sessions followed by case
Case 1: Saxonville (Pg.423-428)
discussion
Sausage
Case-1 Assessment (5%)
Consumer Perceptions; Discussion & a) Perception is Reality
Marketing stimuli & Video b) Analyzing Consumer
9 presentation on Perceptions 4
characteristics.
unconscious
processes
Situational Influences in Discussion
10 Decision-Making
Information Acquisition,
and Processing
11 Discussions 5 (Pg.154 to
Mini Project- 1A
Sharing Insights 157)
Consumer Attitude a) Understanding Consumer
Development and Attitudes by Gregory Dean 6
Change. Discussion
12
Video Caselets on
Role of Attitude in
four functions of a) Uncovering the customer
Developing Marketing
13 attitudes & experience mystery 6
Strategy
Discussion
Marketing
communications for
influencing consumer Discussion
7
attitudes
14
5
a) http://www.strategicbusinessi
Consumer Segmentation,
nsights.com/vals/
16 Lifestyle (VALS Discussions b) Rediscovering Market 3
Segmentation (HBS)
Framework)
Personality (Freudian
17 Theory, Trait Theory and Discussion 3
Self Concept)
Quiz-2 (10%)
9 (Pg. 250 to
Demographics and Social The Power of Social Norm 263) 10
19 Class & Reference Group Discussion Socio-Economic Classification (Pg.297 to
Influences 2011 – The New SEC System.
311)
Household Decision-
Making.
20* Session followed 10 (Pg.278 to
Case 2: American 297)
Legacy: Beyond the by Case
truth Campaign Discussion
Case-2 Assessment (5%)
Word of Mouth a) Capture more Value 9 (Pg.264-to
21 and Innovation Diffusion Discussion 273)
Process. 13
Innovation Diffusion 13 (Pg.383 to
22 Discussion
Case: Apple Stores 390)
Consumer Engagement,
23 Discussion
Ethics and Environment
24 Field Research Project Discussion
Report
6
PLG MAPPING FOR THE COURSE
Addresse CLO
d by
PLG# Program Level Learning Goal No.
Course?
(Yes / No)
Application of Fundamentals
PLG1 Traits: Demonstrate application of functional / conceptual knowledge Yes CLO 1
to business situations
Integrative Thinking
7
PART 3: SUPPLEMENTARY INFORMATION
Group Project details (Mini Projects 1A/1B, Mini Project 2 and Field Research Project) are included in the
course pack.
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