Code Consumer Behavior Total Lectures: 56
MBA- 303 LTPC
3-0-0-3
Course Objective: This course introduces the student to the dynamics of consumer behavior and its
influence on marketing activities. This course also helps students in developing an understanding of people’s
consumption-related behavior and to develop and evaluate marketing strategies intended to influence those
behavior.
Lecture Title Topic No. of Remarks
No. Hrs.
1 Meaning, nature and importance of Consumer behavior 1
2,3 Introduction to Consumer behavior and marketing strategies 2
Consumer behavior
4 How to research a consumer 1
5,6 Meaning and nature of consumer involvement 2
7,8 Meaning of consumer involvement and its types 2
9 Steps in consumer Decision making process 1
10 Various levels of consumer decision making process 1
11 Case study 1
12 Information search process 1
13 Consumer Evaluation criteria 1
information search
14 Decision rules 1
process
15,16 Consumer motivation and theories 2
17 Information processing 1
18 Consumer perception 1
19 Concept of threshold- Absolute threshold 1
20 Concept of threshold- Differential threshold 1
21 Subliminal perception 1
,22,23 Consumer Attitude Attitude - Introduction ,meaning &change 2
24 Personality- Introduction and traits 1
25 Influence of Personality 1
26 Self concept- influence on buying behavior 1
27 Models of attitude 2
28 Attibution theory 1
29 Introduction to Psychographics 1
30 Psychographics and Consumer lifestyle and its influence on consumer behavior 1
lifestyle
31,32 Reference groups- Meaning ,types and Influence 2
33,34 Diffusion of innovation-meaning and process 2
35 Stages of innovation 1
36 Opinion leaders 1
37,38 Life cycle & family decision making 2
39,40 Culture-Meaning and its characteristics 2
41 Influence of culture on consumer behavior 1
42,43 Case study 2
44 Industrial buying Introduction to Organization buying behavior and its model 1
behavior
45 Difference between organization vs consumer product 1
46 Characteristics and examples of Organization buying 2
47 Decision making unit-meaning and its importance 1
48 Organization decision making process 1
49 Influences on organization purchase behavior 1
50,51 Models of consumer behavior 2
52 Consumer behavior audit 1
53 Consumer behavior studies in India 1
54 Case study 1
55 Presentation 1
56 Presentation 1
Reference Book: 1.Schiffman,LG and Kanuk,LL.consumer behavior,New Delhi,Prentice Hall India
2. Engel,JF.etc.consumer behavior,Chicago,DrydenPress
3. Mowen,JohnC.Consumer Behavior,New York,Macmillan
(Dr. Rishu Jain)
