Consumer Behaviour mba Third Semester

Syllabus

SE MKT 01: Consumer Behaviour

Unit 1: Introduction to Consumer Behaviour

Definition of Consumer Behaviour, Difference between Consumers and Customers, Buyers and Users, Organizations as Buyers, Prosumers, Role of Market Segmentation in Understanding Consumer Behaviour, Changing Patterns of Consumer Behaviour in the Evolving Indian Economy, Rise of the Middle Class and Aspirational Spending, Influence of the Internet, E-commerce and Information Technology on the Consumer Marketplace, New Trends in Consumer Behaviour Including Artificial Intelligence (AI), Augmented and Virtual Reality (AR/VR), Hyper-Personalization in Consumer Experience and its Application in Marketing. Business Caselet: Nykaa’s Success through Personalized Beauty Recommendations and Understanding of Evolving Consumer Behavior in India.                                                                                                                            [6+3]

Unit 2: Individual Determinants of Consumer Behaviour

Consumer Personality, Self-concept and Major Personality Theories, Brand Personality and the Role of Emotions in Consumer Decision-making, Consumer Perception Through Exposure to Stimuli, Distortion Factors, Price Perception, Perceived Quality and Risk Perceptions, Consumer Learning Including Classical Conditioning, Behavioural and Cognitive Theories, Components of Learning, Types of Consumer Behaviour and Cognitive Response Models, Consumer Attitudes and their Functions, Attitude Models, the Relationship between Beliefs, Feelings and Behaviour, Learning and Changing Attitudes, Attitude Change Strategies, Consumer Motivation, Needs and Goals, Motivational Conflicts, Defence Mechanisms, Motive Arousal, and an Overview of Maslow’s Hierarchy of Needs. Business Caselet: Amul’s Brand Personality and the Emotional Connect with Indian Consumers.      [6+3]

Unit 3: Environmental Influences on Consumer Behaviour

Cultural Influences on Consumer Behaviour, Values and Subcultures, Impact of Indian Cultural Diversity on Consumer Choices, Cross-cultural Influences, Rise of Conscious Consumerism, Social Class and Money as Status Symbols, AIO Classification, VALS Typology, Reference Groups and Their Types, group Norms, Family Lifecycle Stages, Family Purchase Roles, Word-of-Mouth Communication, Opinion Leadership, Mobile-first and App-based Shopping Behaviour, Characteristics of Indian Consumers Including BoP, Gen Z and HNI Consumers, Diffusion of Innovation Including Types, Process and Influencing Factors, the Adoption Process, and Gamification’s Role in Shaping Consumer Decisions. Business Caselet: Flipkart’s Approach to Understanding Rural vs. Urban Consumer Behaviour through Big Billion Days.       [6+3]

Unit 4: Consumer Decision-Making Process

Transformation of Decision-making due to the Internet, Smartphones and Digital Platforms, Types of Involvement and Decision-making, Types of Problem Recognition and Their Implications, Information Search Types and Sources, Experience and Credence Qualities, Situational Variables, Shopping Motivations, In-store and Non-store Purchasing Processes, Post-purchase Evaluation Including Satisfaction, Delight, Dissatisfaction and Complaint Behaviour, Postpurchase Dissonance, consumer decision models including Nicosia, Howard-Sheth, Engel-Blackwell-Miniard Model. Business Caselet: Amazon’s use of Predictive Analytics in Influencing Every Stage of Consumer Decision-making.        [6+3]

Unit 5: Organizational Buying Behaviour

Characteristics of Organizational Buyers, Purchase and Demand Patterns, Behavioural Economics in B2B Contexts, Involvement in Decision-making, Organizational Buying Roles, Decision-making Process in Organizational Settings, Factors Influencing Business Buying, Ethical Concerns in Procurement and Supply Chain Management. Business Caselet: Tata Steel’s Ethical Procurement and Its Influence on Organizational Buying Partnerships. [6+3]