Course Code MGT 221
Course Name Consumer Behavior
Course Coordinator Prof. (Dr.) Surya Rashmi Rawat, Dr. Anil Kumar, Dr. Ruchi Sharma
Credits Equivalent 2Credits: (One credit is equivalent to 10 hours of lectures / organized classroom
activity/contact hours; 5 hours of fieldwork / Tutorial / teacher-led activity and 15
hours of other workloads such as independent individual/ group assignments,
presentations, panel discussion, quizzes, local survey, etc.)
Course Objectives The course is designed to:
Introduce and familiarize students with important aspects of consumer
behavior
Prepare students for critically analyzing the impact of Individual
determinants and external factors that influences consumer behavior and
observe how marketers are incorporating these in real life marketing
operations.
Develop the capability to analyze the role consumer behavior plays in the
marketing process.
Course Outcome 1. (KA) : Understand the issues of Consumer Behavior
(Cos) 2. (DS): Develop skills to understand consumer behaviour in different Cultural
Settings and online platform
3. (AE) : Application of different aspects of consumer behaviour in real time
situations
4. (DM) : Investigate models of consumer behaviour applicable to locals
Attendance Students are expected to attend all lectures in order to be able to fully benefit
from the course. A minimum of 75% attendance is a must failing which a student
may not be permitted to appear in the examination.
Evaluation Criteria 1. Mid Term Examination: 20%
2. End Term Examination: 60%
3. Continuous Internal Assessment : 20%
a. Class participation =5
(Note: Below 75%=0, 75-80%=1, Above 80- 85%=2, Above 85-90%=3, Above
90-95%=4, Above 95%=5)
b. Presentations /Viva/Activity Consumer Survey Report (Field
Surveys)=15
Course Articulation Matrix of MGT 221 (Consumer Behavior)
Program Outcomes
CO/PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9
CO1 3 2 1 3 1 1 - -- --
CO2 3 2 2 3 2 2 - 3 2
CO3 3 3 3 3 3 2 1 3 1
CO4 3 3 3 3 3 3 1 - 1
Course Content
Unit Course Content Hours
I Introduction to consumer behavior 04
School of Consumer Behavior as Marketing Thought
Defining consumer and customer (individual and organization),
multidisciplinary approach to Consumer Behavior, Consumer Behavior &
Marketing Concept
Theories of consumer Behaviour : Customer value, Customer life cycle,
Satisfaction, Trust and Retention Consumer satisfaction, loyalty and
migration
Consumer Decision Making Process [CDMP]
Case Study
II Models of Consumer Behaviour 04
Contemporary models: Shiffman and Kanuk Model, Howard Sheth Model
of Buying Behavior, Nicosia Model, Engel-Kollat-Blackwell Model,
Webster and Wind Models of Organizational Buying Behavior. Sheth
Models of Industrial Buying.
Case Study
III Consumer as Individual 04
Customer Motivation and Personality, Brand Personality and Persona
Consumer Perception, and Positioning
Consumer Learning
Consumer Attitude, Attitude formulation and Change
Case Study
IV Consumer in Cultural Setting and Digital Consumer Behavior 04
The Family and its Social Standing
Cultural Values and Consumer Behaviour
Online Purchasing and Digital Consumer Behaviour
Case Study
V Consumer Ethics and Emerging Issues in Consumer Behaviour 04
Consumer Ethics
Netnography, Neuroscience, Neuro-marketing in Action,
Mindful Consumption and sustainable consumption
Prescribed Text Books:
1. Nair, Suja R. (2015). Consumer Behaviour in Indian Perspective: Text and Cases, 2nd
Edition. Himalaya Publishing House: New Delhi.
2. Gupta, Prachi [Link] (2018). Marketing Management: Indian Cases, Pearson India
Education Services Ltd: Noida]
3. Sharma, Dheeraj, Jagdish Seth and Banwari Mittal (2015). Consumer Behavior: A
Managerial Perspective, Cengage Learning India Pvt. Ltd., Delhi
4. Schiffman, Leon G; Leslie Lazar Kanuk and S. Ramesh Kumar (2019). Consumer
Behavior, 12/e, Pearson Education, New Delhi.
5. ZubinSethna and Jim Blythe (2019). Consumer Behavior: Application in Marketing,
Sage Publications, New Delhi.
Suggested Extra Readings:
1. Lamb, Charles W. Joseph F. Hair Jr., Dheeraj Sharma and Carl Mc Daniel (2021).
MKT: A Soth – Asian Perspective, Cengage Learning , Noida
2. Robert East, Jaywant Singh, Malcolm Wright, Marc Vanhuele (2021). Consumer
Behavior: Application in Marketing, Sage Publications, New Delhi
3. Hawkins, Del; David Mothersonbaugh and Amit Mookerjee (2020). Consumer
Behavior: Building Marketing Strategy, 14/e, Tata Mcgraw-Hill Publishing Company
Ltd.: New Delhi
4. Solomon Michael R. (2017). Consumer Behavior: Buying, Having, and Being, 9/e, PHI
Learning Pvt. Ltd.: New Delhi
