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    T-4 Consumer Behaviour

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    MOHD Salman

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    T-4 Consumer Behaviour

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    MOHD Salman
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    T-4 Consumer Behaviour

    Uploaded by

    MOHD Salman

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    © All Rights Reserved
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    INDIAN INSTITUTE OF MANAGEMENT JAMMU

    Master of Business Administration


    Consumer Behaviour
    Term – IV

    Course Rationale:

    This course centres on a complex aspect of marketing: the consumer. Studying consumer behaviour
    involves asking—and answering—the fundamental question of “why people do the things they do”. It
    enhances understanding of the cognitive, affective, and social mechanisms consumers bring to
    purchasing, usage, and disposition decisions—and what decisions they make. In this course, you will
    gain an understanding of the foundations of consumer behaviour. You will also explore how these
    foundational concepts apply to the “digital world” inhabited by modern consumers— one defined by
    the interaction of “new” technologies with “old” psychological processes and environments. The
    digital world is constantly evolving, and the ability to see the “old” behind the “new” will allow insight
    into consumer behaviour no matter what technological innovations or societal shifts the future brings.
    In addition to this, you will be exposed to an Indian perspective wherever possible and asked to
    consider how the Indian consumer is different- or similar- to the rest of the World. Because the study
    of consumer behaviour is the study of human behaviour, principles from this class are applicable to all
    aspects of the marketing process. Finally, because you are (probably) human, principles from this class
    may also yield insight into your own beliefs, experiences, and decisions.

    Course Objectives:

    The focus of this course is on understanding current theoretical and methodological approaches to
    various aspects of consumer behaviour, as well as advancing this knowledge by developing testable
    hypotheses and theoretical perspectives that build on the current knowledge base. The course will
    discuss the fundamental tenets of Consumer Behaviour and is intended to familiarize the students
    with Consumer Behaviour theory as well as practical applications. In addition to the prescribed
    textbook, readings for the session will include discussions on articles from academic literature (Classics
    and New research), popular articles and excerpts from books.

    The course intends to:

    1. To familiarize the students with research in consumer behaviour with a special focus on social
    psychology to help them appreciate some of the key psychological processes that potentially
    influence consumer behaviour.
    2. To give students a strong foundation for critical thinking in the area of consumer behaviour.

    Perquisites:

    Marketing Management-I, Marketing Management-II


    Course Content:

    The course will cover the following modules:

    1. Introduction to Consumer Behaviour & Course Overview

    2. Research Methods in the Study of Consumer Behaviour

    3. Motivation, Ability, and Opportunity

    4. Information Processing: Exposure, Attention, and Perception

    5. Memory and Retrieval

    6. The Role of Knowledge, Experience, and Affect in Consumer Behaviour

    7. Culture & Subcultures

    8. Social Influences, Group Processes, Lifestyles

    9. Attitude Development and Change

    10. Problem Recognition and Information Search

    11. A Primer to Behavioural Theories in Economics

    12. Post Decision Processes Methods of Instruction

    Pedagogy:

    The course would utilize a variety of tools- Textbook chapters, Journal Papers, Popular Readings, Case
    Studies and Videos. The classroom session would involve discussion of the critical concepts, case study
    discussions and analysis of videos. This would be supplemented with assignments and exams.

    • Extra readings and cases will be provided separately by the instructors or the PGP office.
    • Instructions will be given in class on the preparation required before and after each session.
    The examinations will be based on class discussions, cases, and the readings in addition to the
    textbook.
    • The instructors will follow participative methods in the class. The instruction predominantly
    will be through interactive lectures and case discussions.
    • The students are expected to come prepared to the class whenever a case or a reading is
    prescribed.
    • The instructors can call upon any student for his/ her comments (cold call) during the case
    discussions.

    Learning Through Case Method:

    Effective learning through the case method requires four stages of learning (individual preparation,
    group discussion, class discussion, and after-class reflection). For making the best use of the learning
    opportunity following steps may be followed:

    1. It would be necessary for you to prepare each day's case/ learning material individually and then
    discuss it in your group. It is strongly suggested that the reading(s) assigned should be read before

    2
    preparing for the case. The responsibility could be shared by the members of the group. However, the
    gist of the readings needs to be understood by each participant.

    2. To ensure participation by the students, the instructors may ask the assigned groups to submit case
    study solutions before the class and the group may be called upon to make a group presentation. The
    lead questions for all the cases will be shared by the instructors well in advance.

    For making the best use of the learning opportunity following steps may be followed:

    1. Each participant must participate and be ready to share his/ her analysis in the class to build the
    skills of presentation and the attitude of collective learning. Individual participants/ Groups are
    encouraged to make presentations of their analysis/ recommendation of the case/ reading material.
    2. It would be necessary for you to prepare each day's case/chapter reading individually be prepared
    with specific recommendations/conclusions and the rationale thereof.

    3. If required, the group will be asked to make a one-page synopsis on each case containing the (1)
    Major issues, (2) Analysis for resolving the issue(s) and (3) Recommendations/inferences on the major
    issues. The primary purpose of the synopsis is to prepare you for participation in the class. You may
    also be asked to submit the synopsis at the beginning of the class.

    4. You are welcome to discuss and clarify any doubts with the instructor.

    Group Work:

    Groups of 5-6 students formed before Session-1 in coordination with the PGP Office.

    Guidelines for Project/Assignments:

    Midterm Project Proposal (Due by Session 10) – This should be a 2‐ 3 page write-up of your intended
    final project topic. It should clearly outline the question you hope to answer, how you might think
    about testing it, and what implications you think it might have.

    Final Project – Session 19 will be dedicated to student presentations. Presentations will be 8‐ 10


    minutes long (including discussion) and will include: an overview of your idea or question, how it
    affects people’s behaviour, how this question might be informed by others, how you would test this
    question experimentally, and what the implications might be. The exercise is meant to get you thinking
    about your own questions – or how the different topics from our course might apply in real-life
    contexts you face – and spur conversation among your classmates

    *A more detailed grading rubric and presentation criteria will be provided later in the term.

    Course Reading Material:

    Specific readings and case studies to be distributed by the PGP Office.

    Textbook:

    • Consumer Behavior, 12e, Leon G. Schiffman, Joseph Wisenbilt, S Ramesh Kumar , Pearson, 2019

    Reference Books:

    • Consumer Behavior: Buying, Having, Being, 12e, Michael R. Solomon, Pearson, 2016.

    3
    • Handbook of Consumer Behavior, Thomas S. Robertson and Harold H. Kassarjian (eds) Englewood
    Cliffs, NJ: Prentice-Hall, 1991.

    • Consumer Behavior, 1e, Sangeeta Sahney, Oxford University Press, 2017.

    Additional Reading(s):

    • Nudge: Improving Decisions about Health, Wealth, and Happiness. Richard Thaler and Cass Sunstein
    (2009)

    • Predictably Irrational: The Hidden Forces That Shape Our Decisions. Dan Ariely (2010)

    • Thinking, Fast and Slow. Daniel Kahneman (2011).

    • Influence: The Psychology of Persuasion, Cialdini, Robert (2006).

    • Why We Buy: The Science of Shopping, Underhill, Paco (2001).

    Evaluation Scheme:

    • Class Participation/ Attendance 15%

    • Quizzes 15%

    • Project/Assignment 20%

    • Mid-Term Exam 20%

    • End-Term Exam 30%

    Class Policies:

    1. Class participation is expected to be respectful to the others in the class. Points will be
    awarded for making valuable contributions to the class discussions.
    2. Student-generated material will be subject to a plagiarism check. All instances of plagiarism
    and other forms of cheating will invite strict action/penalty.
    3. Students are expected to be in class 2-3 minutes before a session begins to avoid disruptions.

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