LESSON PLAN : MLP 31 Title of the course: Course code: Period: Consumer Behaviour MGT-MR-303 June- October (2011)

Course Instructor/s/: Dr A J Joshua Batch: Class : MBA third semester Marketing Specialisatio

Introduction to subject
Consumer behavior involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption. Since many environmental problems result from product disposal (e.g., motor oil being sent into sewage systems to save the recycling fee, or garbage piling up at landfills) this is also an area of interest.

Course Objectives
This course aims at providing insight into significance of Consumer Behaviour, Consumer Decision Making process under various situations and to analyze various internal and external factors affecting the behaviour of the consumer and evaluate their implications.

Learning Objectives:

The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); The the psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); The behavior of consumers while shopping or making other marketing decisions; Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and

How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

Learning Outcomes: 1) Students will be capable of segmenting markets for targeting specific products 2) Students will be capable of conducting market research to bring out consumer behavioural aspects in buying situations This will demonstrated through mini projects undertaken by students in groups

Sessions
1. 2. 3 4 5 6 7 8 9

Topics
Module-1 Introduction to Consumer Behaviour Need for Learning CB Relevance of CB in Marketing, Marketing Segmentation Introduction Case- 1 Psychographic Segmentation Module-2 Cultural influence on CB Influence of Subcultural aspects on CB Case-2 Subcultural Aspects & Cross cultural aspects Social Class and CB

Reference Material
Chapter 1 Chapter 1 case Chapter 2 Chapter 3 Chapter 4 case Chapter 4 Chapter 5

Remarks

10 11-12 13 14 15 16 17-18 19 20 21-22 23-24 25-26 27 28 29 30 31 32 33 34 35

Case-3 Module-3 Social Groups Influence on CB Family & its influence on CB Personal Influence Personality and CB Self Concept and CB Module-4 Motivation & CB Involvement and CB Information Processing & CB Perception and perceived risk Learning and CB Memory and CB Module-5 Attitudes and CB Changing Attitudes Problem Recognition Information Search Process Information Evaluation Process Purchasing Process Choosing a Store, Purchase Behaviour Post Purchase Behaviour Module-6 Modeling Consumer Behaviour Consumerism

case Chapter 6 Chapter 7 Chapter 8 Chapter 9 Chapter 9 Chapter 10

Chapter 10 Chapter 11 do Chapter 12 Chapter 12 Chapter 13 Chapter 14 Chapter 15 Chapter 16 Chapter 16 Chapter 17 Chapter 18 Chapter 19 Chapter 20

36 37 38 39-42 43-44

Consumer safety, choice & redressal Environmental concerns & Green Marketing Consumer rights and responsibilities Mini Project Presentation Recap & Contigency

do do do

Text Book 1) David L. Loudon and Albert Della Bitta, Consumer Behaviour, 4e, Tata McGraw Hill, New Delhi

Reference Books
2) Leon Schiffman and Lesli Lazar Kanak, Consumer Behaviour, Prentice Hall of India Pvt Ltd, New Delhi

Pedagogy : Lectures, Case Discussions, Class room discussions, Student Presentations, Project work Instructions to students:
The dates on which each sessions are handled are recorded in the attendance register Depending on the availability of sessions more cases will be handled than what has been shown in the plan Through out the semester the students in groups are expected to work on a mini-project, the out come of which will be presented to wards semester end The students are expected to attend classes regularly come prepared for the sessions, the students will be asked questions and made to do class work which will be evaluated to determine class participation marks.

Internal Assessment PLAN Sl. No 1 2 3 4 5 6 7 8 9 10 Evaluation component Assignments/ Individual Assignments Group Presentations Quiz Class Tests Case Analysis Mid-term Exam End term Exam Projects Class Participation Total Marks Prepared by: Frequency of Evaluation 2 1 2 No. of marks allocated 5 10 20 50 10 5 Total Evaluating Faculty Marks 5 10 20 50 10 5 100 AJJ AJJ AJJ AJJ AJJ AJJ

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