Course Title: UNDERSTANDING CONSUMERS IN INDIA

L T P/S SW/F TOTAL

Course Code: MKTG701 W CREDIT
UNITS
Credit Units: Two 2 0 0 0 2

Course Objectives:

India is becoming an attractive market, as it consists of diverse consumers demanding for multiple products and services. In order to make any market as a profitable
proposition, it has to be studied through consumer perspectives. This will empower consumers by providing them with a wider choice of better products and will act as a
catalyst for the growth and development of major industries. This Course entails a deep and empathetic understanding of customers in India.

Pre-requisites: Students should have the understanding of fundamental concept of marketing.

Student Learning Outcomes: At the end of the course students will be able to:

To define and explain the buyer behavior in a holistic manner (pre-purchase, purchase and post purchase).
To analyze and illustrate the impact of individual, social and cultural variables on consumers consumption decisions.
To differentiate and appraise diversity of the Indian vs. western market
To evaluate common drivers of purchase behavior.

Course Contents/Syllabus:
Weightage (%)
Module I Consumers in India- An Overview 25
Descriptors/ Topics
Overview of Indian Consumers and their consumption pattern in Indian Market
Unique factors of Indian Consumer Market
Marketing Implications of analyzing Consumers lifestyle

Module II Analyzing the factors causing differences between Consumers in India and Western countries 25
 Descriptors/Topics
Difference in Needs & Brand Choices
Approaches to Demographic and psychographic segmentation
Indian vs. western Consumer Personality
Impact of Consumer Motivation, Emotions & Involvement on diverse consumers
Difference in family, religion, Social Class, Social Stratification and Cultural aspects.
Factors responsible for causing difference in consumption pattern of Indian vs. Western Consumers

Module III Consumer Decision Making Process 25

Descriptors/Topics
Buying Motives & Buying Role
Stages of Consumer Decision making process
Levels of Consumer Decision making
Types Of Consumer Decisions
Post purchase Dissonance
Product Disposition And Marketing Strategy
Consumer Diffusion & Adoption of Innovation

Module IV Drivers affecting the changes in Marketing Strategy for the consumers 25

Descriptors/Topics
Consumer Post-Choice Behavior: Satisfaction and Involvement
Market opportunity and promotional activities to assess markets and change attitudes towards products and brands
Disposition and Recycling of the products.
Consumer Experience in the New Millennium
Consumption Ideologies Prosperity vs. Survival

Pedagogy for Course Delivery: This class will be taught using a mix of theory and the case methods. All students must attend the two/three hour plenary lecture each week.
This session will cover important course content and be illustrated by case examples. Lectures

Case Study Discussion

Group Discussion

Assessment/ Examination Scheme:

Theory L/T (%) Lab/Practical/Studio (%) End Term Examination

30% NA 70%

Theory Assessment (L&T):

Continuous Assessment/Internal Assessment End Term Examination

Components (Drop
down)
Mid-Term Exam Project/Assignment Presentation/ Class Attendance
participation

Weightage (%)

10% 10% 5% 5% 70%

Text & References:

1. Consumer India: Inside the Indian Mind and Wallet, by Dheeraj Sinha
2. India After Gandhi by Ramachandra Guha.
3. Consumer Behaviour by Schiffman and Kanuk PHI publications 7th edition.
4. Solomon.R.Michael. (2004). Consumer Behavior. Pearson Prentice Hall of India.