Subject Code: 08MBAMM313 IA Marks: 50
No. of Lecture Hour / Week: 04 Exam Hours: 03 Hours
Total No. of Lecture Hours: 56 Exam Marks: 100
MODULE 1 (3 Hours)
Introduction to the study of Consumer Behaviour:
Meaning & Definition of CB, Difference between consumer & Customer,
Development of the Marketing Concept-The Marketing concept,
Implementing the Marketing Concept, Segmentation, Targeting, Positioning,
The Marketing Mix, Nature & Characteristics of Indian Consumers,
Consumer Movement and Consumer Rights, Marketing Ethics and Social
Responsibility, Social and Societal Marketing Concepts, Consumer
Movement in India, Rights of the Consumer, Responsibilities of consumers
in India, Benefits of consumerism
MODULE 2 (4 Hours)
Role of Research in understanding consumer behaviour:
Consumer Research: Consumer Research Paradigms (Qualitative &
Quantitative Research Methods, Combining Qualitative and Quantitative
Research Findings)
The consumer research process - Developing research objectives,
collecting secondary data, designing primary research, data analysis and
reporting research findings. Input-Process-Output Model of Consumer
Behaviour - Internal Influences: Motivation, Personality, Perception,
Learning, Attitude, Communications, External Influences - Social Class,
Culture, Reference Groups, Family
Levels of Consumer Decision Making - Complex Decision Making or
Extensive Problem Solving Model, Low Involvement Decision Making or
Limited Problem Solving Model, Routinised Response Behaviour, Four
views of consumer decision making (economic, passive, cognitive,
Situational Influences- The Nature of Situational Influence (The
communication Situation, The Purchase Situation, The usage situation, The
disposition situation) Situational Characteristics and consumption behaviour
(Physical features, Social Surroundings, Temporal Perspectives, Task
Definition, Antecedent States)
Individual Influences on Consumer Behavior:
A) Motivation: (5 Hours)
Basics of Motivation, Needs, Goals, Positive & Negative Motivation,
Rational Vs Emotional motives, Motivation Process, Arousal of motives,
Selection of goals, Motivation Theories and Marketing Strategy
Maslow’s Hierarchy of Needs, Critical evaluation of marketing hierarchy and
marketing applications, McGuire’s Psychological Motives (Cognitive
Preservation Motives, Cognitive Growth Motives, Affective Preservation
Motives, Affective Growth Motives), Discovering Purchase Motives,
Marketing Strategies Based on Multiple Motives, Marketing Strategies Based
on Motivational Conflict
Frustration & Strategies to overcome frustration
B) Personality: (3 Hours)
Basics of Personality, Theories of Personality and Marketing
Strategy(Freudian Theory, Neo-Freudian Theory, Trait Theory), Applications
of Personality concepts in Marketing, Personality and understanding
consumer diversity (Consumer Innovativeness and related personality traits,
Cognitive personality factors, Consumer Materialism, Consumer
Ethnocentrisms), Brand Personality (Brand Personification, Gender,
Geography, Color), Self and Self-Image (One or Multiple selves, The
extended self, Altering the self)
C) Perception: (4 Hours)
Basics of Perception & Marketing implications, Elements of
Perception(Sensation, Absolute Threshold, Differential Threshold,
Subliminal Perception), Dynamics of Perception (Perceptual Selection,
Perceptual Interpretation, Perceptual Organization), Consumer Imagery,
Product positioning and repositioning, Positioning of services, perceived
price, perceived quality, price/quality relationship, retail store image,
manufacturer’s image, Perceived Risk, Types of risk, How consumers’
handle risk
Individual Influences on Consumer Behavior:
A) Learning (5 Hours)
Elements of Consumer Learning, Motivation, Cues, Response,
Reinforcement, Marketing Applications of Behavioral Learning Theories,
Classical Conditioning(Pavlovian Model, Neo-Pavlovian Model), Strategic
Marketing Applications of Classical Conditioning), Instrumental
Conditioning, Strategic Marketing Applications of Instrumental
Conditioning, Modelling or Observational Learning, Marketing Applications
of Cognitive Learning Theory, Information Processing (How Consumers
store, retain and retrieve information, Sensory Store, Short-Term Store,
Long-Term Store, Rehearsal and Encoding, Retention, Retrieval, Limited and
Extensive Information Processing), Involvement Theory (Media Strategy,
Central & Peripheral Route to Persuasion, Elaboration Likelihood Model,
Measures of Involvement), Measures of Consumer Learning (Recognition
and Recall Measures)
B) Attitude (4 Hours)
Basics of attitude, The nature of attitude, Models of attitude and Marketing
Implication, (Tri-component Model of attitude, Multiattribute attitude
models, Theory of trying to consume, Attitude towards the ad model),
Attitude change strategies, Attitude change based on the tri-component
model(Changing the Cognitive Component, Changing the Affective
Component, Changing the Behavioral Component), Other attitude change
strategies (Changing the basic motivational function, Associating the product
with a specific group, event, or cause, Resolving two conflicting attitudes,
Altering components of the multi-attribute model, Changing beliefs about
competitors brands, The Elaboration Likelihood Model)
C) Persuasive Communication (1 Hour)
Communications strategy, Target Audience, Media Strategy, Message
strategies, Message structure and presentation
External Influences on Consumer Behavior:
A) Social Class (3 Hours)
Social Class Basics, What is Social Class?(Social class & Social status, The
dynamics of status consumption, Features of Social Class, Five Social-Class
Categories in India, The measurement of social class (Subjective Measures,
Reputations Measures, Objective Measures), Social Class Mobility, Geodemographic
Clustering, Social Stratification, Social class role and status
differentiation and evaluation, Factors responsible for social stratification
B) Culture and Subculture - Major Focus on Indian Perspective
(4 Hours)
Culture: Basics, Meaning, Characteristics, Factors affecting culture, Role of
customs, values and beliefs in Consumer Behaviour, The measurement of
culture, Content analysis, Consumer fieldwork, Value measurement survey
Subculture: Meaning, Subculture division and consumption pattern in India,
Types of subcultures (Nationality subcultures, Religious subcultures,
geographic and regional subcultures, racial subcultures, age subcultures, sex
as a subculture)
Cross-cultural consumer analysis: Similarities and differences among
people, the growing global middle class; Acculturation is a needed marketing
viewpoint, applying research techniques
Cross-cultural marketing strategy: Cross-cultural marketing problems in
India, Strategies to overcome cross-cultural problems
MODULE 6 (5 Hours)
External Influences on Consumer Behaviour: Family, Reference Groups,
Groups: Meaning and Nature of Groups, Types Family: The changing structure of family, Family decision making and
consumption related roles, Key family consumption roles, Dynamics of
husband-wife decision making, The expanding role of children in family
decision making, The family life cycle & marketing strategy, Traditional
family life cycle & marketing implications, Modified / non-traditional family
life cycle & marketing implications
Reference Groups: Understanding the power & benefits of reference groups,
A broadened perspective on reference groups, Factors that affect reference
group influence, Types of reference groups, Friendship groups, Shopping
groups, Work groups, Virtual groups, Consumer-action groups, Reference
group appeals, Celebrities, the expert, the common man, the executive and
employee spokesperson, Trade or spokes-characters, Other reference group
MODULE 7 (7 Hours)
Consumer Influence and Diffusion of Innovations:
Opinion Leadership: Dynamics of opinion leadership process, Motivation
behind opinion leaders, The needs of opinion leaders and opinion receivers,
Purchase Pals, Surrogate buyers vs. opinion leaders, Measurement of opinion
leadership, Frequency and overlap of opinion leaderships, Market Mavens,
Opinion Leadership & Marketing Strategy, Creation of Opinion Leaders
Diffusion of Innovations: Diffusion Process (Innovation, Communication
channels, Social System, Time)
Adoption Process: Stages, categories of adopters
Post Purchase Processes: Post Purchase Processes, Customer Satisfaction,
and customer commitment: Post purchase dissonance, Product use and non
use, Disposition, Product disposition and marketing strategy, Purchase
evaluation and customer satisfaction, The evaluation process, Dissatisfaction
responses, Marketing strategies and dissatisfied customers, Customer
satisfaction, repeat purchases and customer commitment, Repeat purchasers,
committed customers and profits, Repeat purchasers, committed customers
and marketing strategy
CRM & Online Decision Making (3 Hours)
A) Customer Relationship Management
Meaning & Significance of CRM, Types of CRM (Operational,
Collaborative, Analytical), Strategies for building relationship marketing,
CRM Vs Customer retention, CRM Process-Benefits, CRM process for
marketing organisations, brand switching behaviour,
e-CRM, Meaning, Importance of e-CRM, Difference Between CRM & e-
B) On-line Decision Making: Meaning & Steps
Case studies in Indian context only (5 Hours)

1. Consumer Behaviour- Leon Schiffman, Lesslie Lazar Kanuk-
2. Consumer Behaviour- Hawkins, Best, Coney-TMH,9/e,2004
3. Consumer Behaviour in Indian Perspective – Suja Nair – Himalaya
Publishers, 2004
4. Consumer Behaviour- Satish k Batra & S H H Kazmi, Excell Books
5. Customer Relationship Management- Peeru Ahamed & Sagadevan
Vikas Publishing

1. Customer Behaviour – A Managerial Perspective – Sheth, Mittal-
Thomson, 2/e,2004
2. CRM – Alok Kumar, Chhabi Sinha,7/e, Biztantra
3. Consumer Behaviour- Henry Assael, 6/e, Thomson
4. Consumer Behaviour-Lindquist & Sirgy-Biztantra

Reference: http://www.vtu.ac.in/

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