PGDM Programme 2 year

Course Manual

Consumer Behavior

Semester-II

Batch (2025-2027)

PGDM Programme

Title of the course: Consumer Behavior (Marketing Elective )

Semester: II
Instructor: [Link] Singh
Instructors e-mail: ...[Link]@[Link]
Introduction:
The course on Consumer behavior is designed to introduce the student to the influence that consumer
behavior has on marketing decision making. Students will learn to apply theoretical knowledge of
factors that influence consumer’s purchase behavior to marketing strategies and decision-making.
The course will challenge students to develop a analytical mind set as well as adopt a pervasive and
critical approach in considering the application of consumer behavior theories by marketers both
Indian and international.

Learning Objectives:
The course in Consumer Behavior attempts to achieve the following:

1. To enable students to develop a better understanding of themselves as consumers.

2. To help them understand the concepts and theories that underlies consumer behavior.
3. To aid students in gaining a deeper understanding of how the consumer contributes to the
success of a brand or firm
4. To learn how to implement these theories and concepts into effective marketing strategies
5. To intelligently express their insights into consumer behavior in informal discussion, formal
presentation, and written form.

Methodology

An appropriate mix of Class Lecture/Discussion, Case Studies, Field Assignment, Project, and
Presentations.

Session Topic Chapter Text

Number Book:

1,2 Consumer Behavior: Meeting Changes and Challenges & 1-2

Consumer Research Process

3,4 Market Segmentation & Strategic Targeting & Consumer 3-4

Motivation

5,6,7 Personality Consumer Behavior 5

8,9,10 Consumer Perception 6

11,12,13 Consumer Learning 7

14,15 Consumer Attitude Formation & Change 8

16 Mid Term

17,18,19 Communication & Consumer Behavior 9

20,21,22 Family & Social Class & Culture & Cross Culture 10-11-12

23,24,25 Consumer & Diffusion of Innovation 13

26,27 Consumer Decision Making 14

28 Marketing Ethics & Social Responsibility 15

29,30 Project Presentations.

End Term
“Consumer Behavior”, Schiffman, Kanuk & Kumar, Pearson 10th Edition.

Reference Books:

Consumer Behavior: Behavioral Aspects

Chris Rice/ Butterworth Heinemann
of Marketing
Consumer Behavior: Concepts and David Loydon Albert Bitta/ Tata
Application McGraw Hill

Academic Journals/Magazine: Pitch, Agencyfaqs, Economic Times, Case Folio (IUP).

Class Participation

Class participation will be graded on the following aspects:

1. The quality (more important) and quantity of your contribution in class. Desired class
participation includes providing insightful comments, answering questions asked in class, building
others’ opinions, or asking clarification questions.

2. In-class mini quizzes: which will be conducted randomly in class.

3. It is essential for you to complete all homework assignments (e.g., reading case materials for
discussion, assigned articles) to make high quality contribution.

Detailed Session Plan

Chapter 1- Consumer Behavior: Meeting Changes & Challenges.

Introduction to session:

The session introduces the students to the fundamentals of consumer behavior, the requirement for its
study.

Learning outcome:

The student should understand various concepts that are the starting point of consumer behavior.

Case let: The whole foods effect. Text Book.

Chapter 2- Consumer Research Process.

Introduction to session:

The session revisits the process of consumer research.

Learning outcome:

The student should be able to understand the following concepts:

Quantitative Vs. Qualitative, Consumer Research Process, Defining the Research Problem and
Developing Objectives, Exploratory Research and Analysis, Designing the Conclusive Research,
Data Collection, Analysis and Findings Report, Consumer Research: Good or Bad?

Case let: Using secondary data in targeting consumers. Text book.

Chapter 3- Market Segmentation and Strategic Marketing.:

Introduction to session:

The session revisits the concepts of STP.

Learning outcome:

The student should be able to understand the following concepts:

Defining Market Segmentation, Bases for Segmentation: Geographic Segmentation, Demographic

Segmentation, Psychological Segmentation, Psychographic Segmentation, Socio–Cultural
Segmentation, Use–Related Segmentation, Use–Situation Segmentation, Benefit Segmentation,
Hybrid Segmentation Approaches, Criteria for Effective Targeting of Market Segments, Market
Segment Strategies

Chapter 4- Consumer Motivation.

Introduction to session:

The chapter introduces the students to the concept of motivation and its relevance to marketers.

Learning outcome:

The student should be able to understand the following concepts:

Definition, Process of Motivation, Dynamic Nature of Motivation, Motives: Types of Motives,
Classification of Motives: Motives Identified by Mcguire, Henry Murray, Theories of Motivation –
Maslow’s Theory, Trio of Needs, Motivational Theories and Marketing Strategies: Motivational
Research Marketing Strategies based on Motivation and Motive Combinations, Involvement:
Antecedents of Involvements and Types of Involvement, Techniques of Motivational Research:
Qualitative Research Tools in Motivational Research

Readings:

Article: Article- Affordable Luxury. ET.

Chapter 5-Personality & Consumer Behavior:

Introduction to session:

The chapter introduces the students to the concept of personality and its relevance to marketers.

Learning outcome:

The student should be able to understand the following concepts:

Definition and Nature of Personality, Theories of Personality – Freudian, Neo–Freudian and Traits
Theories, The Concept of Self: Single and Multiple Selves, Self and Situational Self, Methods of
Self–Concept Assessment, The Concept of Self: Single and Multiple Selves, Self and Situational
Self, Methods of Self–Concept Assessment

Readings : Facebook- Alive after death.

Chapter 6- Consumer Perception.

Introduction to session:

The chapter introduces the students to the concept of perception and its relevance to marketers.

Learning outcome:

The student should be able to understand the following concepts:

Definition of Perception, Elements of Perception – Sensation, Absolute Threshold, Differential

Threshold or Just Noticeable Difference, Subliminal Perception, Process of Perception and
Information Processing – Exposure, Attention, Interpretation, Consumer Imagery – Product Image,
Service Image, Perception in Marketing – Brand Development and Perceptual Mapping, Retail
Stores

Chapter 7- Consumer Learning:

Introduction to session:

The chapter introduces the students to the concept of learning and its relevance to marketers.

Learning outcome:
The student should be able to understand the following concepts:

Definition of Learning and Characteristics of Learning – Motivation, Cues, Response,

Reinforcement, Behavioral Learning Theories – Classical Conditioning Instrumental Conditioning,
Cognitive Learning Theories – Information Processing, Theory of Involvement, Brand Loyalty –
Brand Equity, Product Positioning, Brand Leverage

Readings: Article- Online Buying, Bluestone.

Chapter 8- Consumer Attitude Formation & Change:

Introduction to session:

The chapter introduces the students to the concept of attitude, its formation, change and its relevance
to marketers.

Learning outcome:

The student should be able to understand the following concepts:

Characteristics of Attitude, Functional Theories of Attitude: Utilitarian, Value–Expressive, Ego–

Defense, Knowledge, Combination of Function, Attitude Model, Formation of Attitude: Classical
Condition, Instrumental Conditioning, Cognitive Learning Theory, Measurement of Attitude –
Semantic Differential Scale, Likert Scale, Theories of Attitude Development: Theory of Cognitive
Dissonance, Self–Perception Theory, Social Judgment Theory, Balance Theory, Attitude Change,
Involvement: Strategies Followed by Marketers to increase the involvement of Consumers

Readings: Article Hand Sanitizers, SUVs

Mid Term Exam.

Chapter 9- Communication:

Introduction to session:

The chapter introduces the students to the concept of communication and its relevance to marketers.

Learning outcome:

The student should be able to understand the following concepts:

Nature of Communication – Elements of Communication, Factors affecting Communication:

Credibility of the source, Comprehension and Mood of the Receiver, Barriers to Communication,
Developing Persuasive Communication – The Target Audience, The Objective, The Message
Design, The Media

Readings: Article ET.

Chapter 10- Family & Social Class.

Introduction to session:

The chapter introduces the students to the relevance of family and social class and its usage in
marketing strategy.
Learning outcome:

The student should be able to understand the following concepts:

Defining Family, Types of Family Structures, Nontraditional Households, Pets as Family Members,
Role of Family, Family Lifecycle – Traditional FLC, Non–Traditional FLC, Family Decision
Making – Household Decisions, Sex–Role and Decision Making, Children as Decision Makers,
Defining Income, Defining Social Class, Social Stratification – Social Class in India, Social Class
Mobility, Social Class Measurement: Subjective Approach, Reputational Approach, objective
Approach, Problems with measurement of Social Class Geo–Demographics Clustering, Social Class
and Consumer Behavior – Cultural Capital, The Affluent Consumer, Old Money and The Nouveaux
Riche, Techno Class, Status Symbol

Readings: Article -Kitchen as lifestyle

Chapter 11- Culture:

Introduction to session:

The chapter introduces the students to the relevance of culture and its usage in marketing strategy.

Learning outcome:

The student should be able to understand the following concepts:

Defining Culture, The Dynamics of Culture, Measuring Culture – Content Analysis, Consumer
Fieldwork, Value Measurement Survey Instruments, Core Values, Defining Sub–Culture.

Case Study: American Girl Doll, Marketing Mastermind.

Chapter12- Cross Culture:

Introduction to session:

The chapter introduces the students to the impact of cross cultural behavior and its usage in
marketing strategy.

Learning outcome:

The student should be able to understand the following concepts:

Defining Cross–Cultural Influences: Country of Origin Effects, Targeting Consumers Across

Cultures, Global Versus Local, Cross–Cultural Marketing Mistakes.

Case Study: Marketing Vodka in India.

Chapter13-Diffusion of Innovation.

Introduction to session:

The chapter introduces the students to the concept of diffusion and its impact on consumer adoption.

Learning outcome:
The student should be able to understand the following concepts:

The Diffusion Concept: Innovation, Channels of Communication, Social System, Time, A Profile of
Consumer Innovator: Innovator as an Opinion Leader and Change Leader

Readings: ET Article- Factory Trips.

Chapter14-Consumer Decision Making.

Introduction to session:

The chapter introduces the students to the process of consumer decision making.

Learning outcome:

The student should be able to understand the following concepts:

Defining Consumer Decisions, Consumer as Decision Makers: Types of Consumer Decisions,

Consumer Decision Making Process – Problem Recognition, Information Search, Alternative
Evaluation and Selection, Modeling Consumer Decision–Making – Howard–Sheth Model of Buying
Behavior, The Nicosia Model, Engel–Blackwell–Miniard Model

Readings: ET Article: Chemists as Influencers.

Chapter15-Marketing Ethics.

Introduction to session:

The chapter revisits the concept and practice of ethics in marketing.

Learning outcome:

The student should be able to understand the following concepts:

Concerns of the Consumers: Consumerism, Privacy Concerns, Impact of Advertising, Social

Marketing, Marketing to Children, Concerns of the Marketers – Consumer Fraud, The Role of
Government and Non–Government Bodies – Government Regulations, The Advertising Standards
Council of India, Consumer Action Groups

Assignments

[Link]
 Marks 10

Each group will comprise of 6-7 members. Each group is required to prepare a 15 minute
presentation on how companies use the topic/concept they have been allocated. Followed by 5
minutes Q&A.

Family &
Social Class
Group Motivation Personality Perception Learning Attitude & Culture & Consumer
Cross Decision
Culture Making
Arnik Nikhil
1 Aditi Priya Arpit Patidar Anuska Saha Sumit Kumar Vaibhav Gupta
Goswami Dangi
Antara Megha Deepak
2 Aman Kumar N. Archna Diksha Rani Vanshika
Mondal Gupta Chaudhary
Aprajita Sheetal Lakshay Harsh Aparajita Shipra
3
Singh Kumari Goyal Garg Singh Suprabha
Deepak
Anshika Aniket Kumar Sudip Shekhar Shreya
4 Kumar Md Imran
Verma Rao Biswas Anand Khirwal
Singh
Utkarsh Aryan Shivam Yashoda
5 Akshit Dhruv Kumar
Shubhangam Kumar Mishra Sharma
Velamuri Aryaman Shivshankar Yash Vishal
6 Rashid Alam Rahul Dey
Srujana Gourav Pateriya Chaudhry Mishra
Vishal
Yashraj Sachin Prakhar
7 Kumar Shivam Vishal Yadav
Sharma Verma Verma
Srivastava

2. Viva-Marks 5