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Course code Course Title L T P C
BMGT105L Consumer Behavior 3 0 0 3
Pre-requisite NIL Syllabus version
1.0
Course Objectives
1. To learn the dynamics of consumer behavior and market.
2. To critically evaluate various factors influencing the buying behavior of individuals.
3. To execute consumer research survey based on the given problem.
Course Outcomes
At the end of the course, the students will be able to
1. Appraise the basics of consumer behavior and consumer decision making process.
2. Analyze psychological and personal factors that influence consumer behavior.
3. Evaluate social, cultural, and digital influence on consumer behavior.
4. Associate various theories of consumer behavior in consumer decision making process.
5. Comprehend the significance of marketing and consumer ethics.
6. Apply consumer research process for a given problem.
Module:1 Consumer Behavior - Basics 5 hours
Evolution of consumer behavior, dynamism in consumer behavior, consumer behavior and
technology, market segmentation, targeting, and positioning, customer value, satisfaction,
and retention, effects of marketing mix on consumer behavior, consumer decision making
and integration of various disciplines, and consumer decision making process.
Module:2 Psychological Influence - Perception and Learning 6 hours
Meaning of perception, components of perception, perception process, theories of
perception, perception level, challenges in formulating consumer perception, perception and
semiotics, perception and positioning, perceived quality and perceived risk, meaning of
learning, elements of learning, categories of learned behavior, dimensions of learning,
theories of learning, and learning and memory.
Module:3 Psychological Influence - Motivation, Beliefs, and Attitude 6 hours
Types of motives, drivers of motivation, categories and theories of motivation, consumers’
emotions, motivation and decision making, types of beliefs and consumer behavior,
elements and characteristics of attitude, attitude formation, tri-component model of attitude,
multi-attribute models, cognitive dissonance, and conflict resolution.
Module:4 Personal, Social, and Cultural Influence 9 hours
Understanding personality, elements of personality, personality theory, self-concept,
personality traits, anthromorphism, elements and categories of lifestyle, values and lifestyle,
approaches to marketing strategies based on personality and lifestyle, types of reference
groups, role of reference groups, impact of reference groups on marketing strategies, family
and consumer behavior, family structure, family life cycle, cultural influence on consumer
behavior, cultural theories, Indian culture and socialization, and effect of cross-cultures on
consumer behavior.
Module:5 Digital and Social Media Influence 6 hours
Media integration and consumer behavior, theoretical frameworks - TRA and UG, consumer
behavior on digital platforms, blogs and consumer behavior, virtual and brand communities
influence on consumer behavior, usage of mobile and its influence on consumer behavior,
virtual shopping and its influence on consumer behavior, luxury and consumer behavior, and
changing tri-component model of attitude.
Module:6 Information Processing and Decision Making 6 hours
Understanding information processing, information processing theories, information
processing and persuasive communication, information processing and memory, methods of
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information processing, information retrieval, levels of decision making, decision making
methods, and consumer decision making models.
Module:7 Marketing Ethics and Consumer Behavior Research 5 hours
Socially responsible marketing, consumers’ privacy, misleading labels, camouflaged
advertising, consumer ethics, and consumer research and process.
Module:8 Contemporary Topics 2 hours
Total Lecture Hours: 45 hours
Text Book(s)
1. Schiffman Leon G., Wisenblit Joe, Kumar S. Ramesh, Consumer Behavior,
2018, 12th Edition, Pearson Education, India
2. Jain, Varsha, and Jagdish Sheth. Consumer Behavior: A digital Native,
2019, 1st Edition, Pearson Education, India
Reference Books
1. David L Mothersbaugh, Del I. Hawkins, Amit Mookerjee, Consumer
Behavior: Building Marketing Strategy, 2019, 13th Edition, McGraw-Hill,
India
2. Hoyer, Wayne D., Deborah J. MacInnis, and Rik Pieters, Consumer
Behavior, 2016, 7th Edition, Cengage Learning, USA
3. Marieke de Mooij, Consumer Behaviour and Culture: Consequences for
Global Marketing and Advertising, 2019, 3rd Edition, SAGE, USA
Mode of Evaluation: CAT, Written Assignment, Quiz, and FAT
Recommended by Board of Studies 27-05-2022
Approved by Academic Council No. 66 Date 16-06-2022
Proceedings of the 66th Academic Council (16.06.2022) 558
