INSTITUTE FACULTY OF MANAGEMENT STUDIES
PROGRAM BACHELOR OF BUSINESS ADMINISTRATION
SEMESTER 5
COURSE TITLE CONSUMER BEHAVIOUR
COURSE CODE 04BB0509
COURSE CREDITS 4
Course Outcomes: After completion of this course, student will be able to:
1 Identify the dynamics of human behaviour and the basic factors that influence the
consumers decision process.
2 Demonstrate how concepts may be applied to marketing strategy.
3 Evaluate the effectiveness of various advertisement and promotions and their attempts to
influence the behaviours of individuals.
4 Analyze the trends in consumer behaviour, and apply them to the marketing of an actual
product or service.
5 Able to evaluate the principal theories of consumer behaviour and critically assess
strengths, limitations and applications to the marketing of an actual product or service.
Pre-requisite of course:To introduce basic concepts of consumer behaviour and their impact on
marketing strategy. ? To discuss the principal factors that influence consumers as individuals
and decision makers with an application to the buying decision process. ? To address the
importance of subculture and global consumer culture in Consumer Behavior
Teaching and Examination Scheme
Theory Tutorial Practical ESE IA CSE Viva Term
Hours Hours Hours Work
4 0 0 50 30 20 0 0
Contents : Contact
Topics
Unit Hours
1 INTRODUCTION TO CONUMER BEHAVIOUR 10
INTRODUCTION, CONSUMER BEHAVIOUR DEFINITION,
NATURE AND SCOPE OF CONSUMER BEHAVIOUR, STP,
CBBE MODEL
2 Psychographic Factors Affecting Consumer Behavior 10
Lifestyle, Opinions, Perception, Learning, Attitude, VALS model,
Generation Analysis Indian perspective: Gen X , Gen Y & Gen Z
Digitally signed by (Name of HOD) Digitally signed by (Name of Dean/ Principal)
Contents : Contact
Topics
Unit Hours
3 Consumer Choice Analysis 10
Consumer Comparisons, Categories of Consumer Choice processes,
Affective based choice, Attribute based choice, Attitude based
choice, Socio-Cultural Influences On Consumer Behavior, Family
and Social Class, Family life cycle, Influence of Culture on
Consumer Behaviour, Cross-cultural Consumer Behaviour,
Diffusion of innovation
4 Consumer Decision Making: 10
Consumer buying process - Impact of technology on consumer
behavior, Online buyer behavior : Characteristics, Difficulties and
Challenges, Post purchase Processes, Customer Satisfaction, and
Customer Commitment, The impact of branding on consumer
decision making
5 Practical 8
Practical: Select any topic on consumer behavior, perform a market
survey, and prepare the presentation in the class.
Total Hours 48
Textbook :
1 Consumer Behaviour, Laudon and DellaBitta, Tata McGrawhill Hill, 2011
2 Consumer Behaviour, Schiffma n L. Kanuk L., Tata McGrawhill Hill, 2011
References:
1 Consumer Behaviour, Consumer Behaviour, Blackwell and Engal, Cangage, 2006
2 Consumer Behaviour: Insights from Indian Market, Consumer Behaviour: Insights from
Indian Market, Majumudar Ramanuj, PHI, 2010
3 Consumer Behaviour, Consumer Behaviour, Hoyer, Maclnnis and Dasgupta, Biztantra,
2008
4 Consumer Behaviour, Consumer Behaviour, Evans, Wiley, 2007
5 Consumer Behaviour, Consumer Behaviour, Lingquist Jay D, Cengage, 2010
6 SPSS latest for Windows, SPSS latest for Windows, Coakes, Steed and Dzidic, Wiley,
2003
7 Consumer Behaviour In Indian Perspective : Text And Cases, Consumer Behaviour In
Indian Perspective : Text And Cases, Suja Nair, HPH, 2015
Suggested Theory Distribution:
The suggested theory distribution as per Bloom’s taxonomy is as follows. This distribution
serves as guidelines for teachers and students to achieve effective teaching-learning process
Distribution of Theory for course delivery and evaluation
Digitally signed by (Name of HOD) Digitally signed by (Name of Dean/ Principal)
Remember / Understand Apply Analyze Evaluate Higher order
Knowledge Thinking
10.00 20.00 25.00 25.00 10.00 10.00
Instructional Method:
1 Theory
Supplementary Resources:
1 https://www.yourarticlelibrary.com/marketing/market-segmentation/consumer-behaviour-
meaningdefinition-and-nature-of-consumer-behaviour/32301
2 https://smallbusiness.chron.com/basis-segmenting-consumer-markets-1417.html
3 https://smallbusiness.chron.com/identify-segmentation-criteria-affect-target-market-
selection-17739.html
4 https://www.clootrack.com/knowledge_base/what-is-customer-perception
5 https://www.managementstudyguide.com/cultural-factors-affecting-consumer-
behaviour.htm
6 https://bbamantra.com/personality-theories/
7 https://bbamantra.com/personality-theories/
Digitally signed by (Name of HOD) Digitally signed by (Name of Dean/ Principal)
