K.S.

SCHOOL OF ENGINEERING AND MANAGEMENT, BANGALORE - 5600109

DEPARTMENT OF Management Studies

NAME OF THE STAFF : Pradeep

SUBJECT CODE/TITLE : 18MBAMM301/ Consumer Behaviour
SEMESTER/YEAR : III / 2nd
ACADEMIC YEAR : 2019-2020

Cumulative
Sl. Mode of Teaching No. of Proposed
Topic to be covered No. of
No. Delivery Aid Periods Date
Periods
MODULE 1
Unit-1: Introduction to CB:Meaning & BB+LCD
1 Definition of CB, Difference between L+D 1 1
consumer & Customer
2 Nature & characteristics of Indian Consumers L+ D BB+LCD 1 2
Consumer Movement in India, Rights & BB+LCD
3 L+ D 1 3
Responsibilities of consumers in India
4 Benefits of consumerism. L+D BB+LCD 1 4
Meaning & Definition of CB, Difference BB+LCD
5 L+ D 1 5
between consumer & Customer
MODULE 2
Unit-2: Models of consumer behavior BB+LCD
Consumer Research: Consumer Research
6 Paradigms (Qualitative & Quantitative L+D 1 6
Research Methods) Developing research
objectives
Collecting secondary data, designing primary BB+LCD
7 research, data analysis and reporting research L+D 1 7
findings.
Input-Process-Output Model, Nicosia Model, BB+LCD
8 Howard Sheth Model, Engel-Kollat-Blackwell L+D 1 8
Models of Consumer Behaviour
Internal Influences: Motivation, Personality, BB+LCD
Perception, Learning, Attitude,
L+ D
9 Communications, External Influences: Social 1 9
Class, Culture, REFERENCE Groups, Family
members.
Consumer Buying Decision Process. Levels of BB+LCD
10 L+D 1 10
consumer buying decision.
11 On-line Decision Making: L+D BB+LCD 1 11
12 Four views of consumer decision making. L+D BB+LCD 1 12
Meaning & Process/Stages of online decision
13 L+D BB+LCD 1 13
making.
Situational Influences- Nature of Situational
14 L+ D BB+LCD 14
Influence, Situational Characteristics and

Course In charge Head - Dept Principal

 K.S. SCHOOL OF ENGINEERING AND MANAGEMENT, BANGALORE - 5600109
DEPARTMENT OF Management Studies

consumption behavior.
MODULE 3
Unit-3: Individual Influences on Consumer
Behaviour and CRM. Motivation: Basics of
Motivation, Needs, Goals, Positive &
15 L+ D BB+LCD 1 15
Negative Motivation, Rational Vs Emotional
motives, Motivation Process, Arousal of
motives, Selection of goals
Motivation Theories and Marketing Strategy - BB+LCD
Maslow’s Hierarchy of Needs, McGuire’s
Psychological Motives (Cognitive
16 L+ D 1 16
Preservation Motives, Cognitive Growth
Motives, AffectivePreservation Motives,
Affective Growth Motives).
Personality: Basics of Personality, Theories BB+LCD
of Personality and Marketing
17 L+D 1 17
Strategy(Freudian Theory, Neo-Freudian
Theory, Trait Theory),
Applications of Personality concepts in BB+LCD
Marketing, Personality and understanding
consumer diversity(Consumer Innovativeness
and related personality traits, Cognitive
18 L+ D 1 18
personality factors, Consumer Materialism,
Consumer Ethnocentrisms), Brand Personality
(Brand Personification, Gender, Geography,
Colour)3
Self and Self-Image (One or Multiple selves, BB+LCD
19 L+D 1 19
The extended self, Altering the self).
Perception: Basics of Perception & BB+LCD
Marketing implications, Elements of
20 L+D 1 20
Perception(Sensation, Absolute Threshold,
Differential Threshold, Subliminal Perception)
Dynamics of Perception (Perceptual Selection, BB+LCD
Perceptual Interpretation, Perceptual
Organization ,perceived price, perceived L+ D
21 1 21
quality, price/quality relationship, Perceived
Risk, Types of risk, How consumers’ handle
risk.
Customer Relationship Management Meaning L+D BB+LCD
22 1 22
& Significance of CRM
Types of CRM (Operational, Collaborative, BB+LCD
L+D
23 Analytical), Strategies for building 1 23
relationship marketing

Course In charge Head - Dept Principal

 K.S. SCHOOL OF ENGINEERING AND MANAGEMENT, BANGALORE - 5600109
DEPARTMENT OF Management Studies

e-CRM, Meaning, Importance of e-CRM, L+D BB+LCD

24 1 24
Difference Between CRM & e-CRM
MODULE 4
Unit-4:Learning: Elements of Consumer BB+LCD
Learning, Motivation, Cues, Response,
25 L+D 1 25
Reinforcement, Marketing Applications of
Behavioural
Learning Theories, Classical Conditioning BB+LCD
26 L+ D 1 26
Pavlovian Model, Neo-Pavlovian Model),
Instrumental-Conditioning, Elaboration BB+LCD
27 L+D 1 27
Likelihood Model.
Attitude: Basics of attitude, the nature of BB+LCD
28 L+D 1 28
attitude
Models of Attitude and Marketing BB+LCD
29 Implication, (Tri-component Model of L+ D 1 29
attitude, Multi attribute attitude models
Persuasive Communication: BB+LCD
30 L+ D 1 30
Communications strategy
31 Target Audience, Media Strategy L+D BB+LCD 1 31
Message strategies, Message structure and BB+LCD
32 L+ D 1 32
presentation.
MODULE 5
Unit 5: External Influences on Consumer BB+LCD
Behaviour
Social Class: Social Class Basics, What is
33 L+D 1 33
Social Class? (Social class & Social status, the
dynamics of status consumption, Features of
Social Class
34 Five Social-Class Categories in India L+ D BB+LCD 1 34
Culture and Subculture - Major Focus on BB+LCD
Indian Perspective Culture: Basics, Meaning,
35 Characteristics, Factors affecting culture, Role L+ D 1 35
of customs, values and beliefs in Consumer
Behaviour
Subculture: Meaning, Subculture division BB+LCD
and consumption pattern in India, Types of
subcultures (Nationality subcultures, Religious
36 L+ D 1 36
subcultures, Geographic and regional
subcultures, racial subcultures, age
subcultures, sex as a subculture)
Cross-cultural consumer analysis: BB+LCD
37 Similarities and differences among people, the L+D 1 37
growing global middle class; Acculturation is

Course In charge Head - Dept Principal

 K.S. SCHOOL OF ENGINEERING AND MANAGEMENT, BANGALORE - 5600109
DEPARTMENT OF Management Studies

a needed marketing viewpoint, applying

research techniques
38 Cross-cultural marketing strategy L+ D BB+LCD 1 38
Cross-cultural marketing problems in India, BB+LCD
39 Strategies to overcome cross-cultural L+D 1 39
problems.
Groups: Meaning and Nature of Groups, BB+LCD
40 Types Family: The changing structure of L+D 1 40
family
Family decision making and consumption BB+LCD
41 related roles, Key family consumption roles, L+ D 1 41
Dynamics of husband-wife decision making,
The expanding role of children in family BB+LCD
42 L+D 1 42
decision making,
The family life cycle & marketing strategy, L+D BB+LCD
43 Traditional family life cycle & marketing 1 43
implications,
Reference Groups: Understanding the power L+D BB+LCD
44 & benefits of reference groups, A broadened 1 44
perspective on reference groups
MODULE-6
Opinion Leadership: Dynamics of opinion BB+LCD
45 L+D 1 45
leadership process
Measurement of opinion leadership, Market BB+LCD
46 Mavens, Opinion Leadership & Marketing L+ D 1 46
Strategy, Creation of OpinionLeaders
Diffusion of Innovations: Diffusion Process BB+LCD
47 (Innovation, Communication channels, Social L+D 1 47
System, Time)
Adoption Process: Stages, categories of L+D BB+LCD
48 1 48
adopters
Post Purchase Processes: Post Purchase L+D BB+LCD
49 1 49
Processes
Customer Satisfaction, and customer BB+LCD
50 L+D 1 50
commitment
Post purchase dissonance, Product use and BB+LCD
51 L+ D 1 51
non use
52 Disposition, Product disposition. L+D BB+LCD 1 52

Course In charge Head - Dept Principal

 K.S. SCHOOL OF ENGINEERING AND MANAGEMENT, BANGALORE - 5600109
DEPARTMENT OF Management Studies

Course Learning Outcomes:

After completing the course, the students will be able to,

1. Explain the basic concepts of consumer behaviour.

2. To explain briefly the role of research, levels & situational influence of consumer behaviour.
3. To explain various individual influences on consumer behaviours & CRM.
4. To explain briefly influence of learning, attitude & persuasion communication on consumer
behaviour.
5. To explain briefly the influence of groups, social class, culture, opinion leadership &
reference groups with marketing strategy.
6. Explain briefly about post purchase processes. Analyse various cases on consumer
behaviour.

Teaching Aid:
Black Board, Power Point Presentations, Animation, explanation and experimentation videos, Field / Lab visit
Resources:
1. Text Books:
2. Reference Books:
3. Class Notes
4. Question Bank
5. NPTEL or other Videos:

Course In charge Head - Dept Principal