Management Development Institute, Gurgaon, India

Term V : PGPM 2013-15

Course : Consumer Behavior

Instructor: Ashok Pratap Arora, Room No. B-10, Extn. 5180, E.Mail: aparora@mdi.ac.in

Course Objective:

The course will provide the participants conceptual understanding of consumer behavior which
will help them understand the context of marketing decisions and actions. It will also provide
understanding of some of the processes that underlie consumer choices as an individual and
member of groups.

Textbook for the Course:

Schiffman Leon G., Kanuk Leslie Lazor and Kumar S.Ramesh (2010), Consumer Behavior, 10th
ed., Pearson, India.

Pedagogy:

In this course the emphasis will be on utilizing the concepts from different related disciplines and
to understand the consumer behavior and apply this knowledge to take marketing decisions.
Therefore, more of conceptual issues will be discussed through participants involvement. These
discussions will be augmented with application oriented exercises and cases.

Evaluation Plan

Quizzes and Class Tests : 30%

Mid-Term : 20%
Project : 20%
End Term Examination : 30%

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 SESSIONWISE OUTLINE OF THE TOPICS TO BE COVERED
Mod Sessi Topic/Readings/Case
ule on
No. No./s
I 1 Consumer Behavior: An Overview

Reading:
Schiffman LG, Kanuk LL and Kumar SR (2010), Consumer Behavior, Ch 1

Article Reading:
Maclnnis, Deborah, and Valerie Folkes (2010), "The Disciplinary Status of Consumer
Behavior: A Sociology of Science Perspective on Key Controversies," Journal of
Consumer Research, 36 (6), 139-149.

II 2-3 Economic Foundations of Consumer Behavior

Reading:
Consumer Preferences and Choice
III Psychological Bases of Consumer Behavior

4 Overview of the psychology of consumers

5 Consumer Perception

Reading:
Schiffman LG, Kanuk LL and Kumar SR (2010), Consumer Behavior, Ch 6

Article Readings:

Pieters, R. and M. Wedel (2007), "Goal Control of Attention to Advertising: The

Yarbus Implication," Journal of Consumer Research, 34 (August), 224-233.

Balcetis, Emily and David Dunning (2006), "See What You Want to See: Motivational
Influences on Visual Perception," Journal of Personality and Social Psychology, 91 (4),
612-625.

Case:
XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context

6 Attitude and Attitude Change

Reading:
Schiffman LG, Kanuk LL and Kumar SR (2010), Consumer Behavior, Ch 8

Case:
Domino’s Dilemma

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 7-8 Consumers Personality and Life Styles

Reading:
Schiffman LG, Kanuk LL and Kumar SR (2010), Consumer Behavior, Ch 5

Case:
Smartphones Invade the World

9 Consumer Motivation

Reading:
Schiffman LG, Kanuk LL and Kumar SR (2010), Consumer Behavior, Ch 4

Case:
Is Beauty More than Skin Deep?

10 Consumer Learning & Memory

 Elements of Consumer Learning
 Memory
 The Concept of Conditioning and Reality
 Building relationship programmes

Reading:
Schiffman LG, Kanuk LL and Kumar SR (2010), Consumer Behavior, Ch 7

Case:
Do Avtars Dream About Virtual Shopping?
IV Consumer as a member of a group

11-12 Family and Social Classes Affecting Consumer Behavior

Reading:
Schiffman LG, Kanuk LL and Kumar SR (2010), Consumer Behavior, Ch 10

Discussion Exercise: To be announced

13-14 Cultural Influences on Consumer

Reading:
Schiffman LG, Kanuk LL and Kumar SR (2010), Consumer Behavior, Ch 11

Case:
Slumdog: Fad or Fashion

15 Diffusion of Innovations

Reading:
Schiffman LG, Kanuk LL and Kumar SR (2010), Consumer Behavior, Ch 13

Discussion Exercise: To be announced

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V Anthropological Foundations of Consumer Behavior

16-17 Anthropology and consumer behavior

Reading and Discussion Exercise: To be announced

VI Models of Consumer Behavior

18 What is your model of consumer behavior?

Reading:
Schiffman LG, Kanuk LL and Kumar SR (2010), Consumer Behavior, Ch 14
VII 19-20 Summing-Up / End-Term Presentations

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