Post Graduate Program in Management (PGPM)

Teaching Plan (Course Description) – 2018-19

Course Code PGPMCB401

Course Title Consumer Behavior
Course Venkatesh Umashankar
Instructor(s)
Credit Value 2
Programme PGPM – Term 4
and Term
Pre-requisite MM1 & MM2
Learning  Based on the understanding of the context within which consumer choices are made,
outcomes deconstruct the consumer journey (decision making process) vis-à-vis high & low-involvement
purchase situations, for effective go-to-market decisions
 Isolate the impact of major external and internal determinants of consumer behavior affecting
the consumer journey
 Identify stages of the marketing strategy where consumer behavior insights have a crucial role to
play
 Define cultural boundaries (viz. subcultures; language; class; values etc.) that shape consumer
behavior and hence impact marketing strategy
 Identify and develop approaches to measure social stratification
 Classify group influence on consumer behavior for making marketing decisions
 Determine the role of perception in shaping consumer memory and buying decision making
 Apply learning principles in high-involvement and low-involvement purchase situations
 Assess buying motives and impact of personality to define effective value propositions
 Evaluate the attitudinal framework and formulate attitude change strategies
 Decipher how - physical surroundings; social surroundings; temporal perspectives; task
definition; and antecedent states affect buying behavior
 Evaluate factors affecting the organizational buying behavior and how they impact marketing
decisions

Session Plan
Session
Topic Readings for each session
No.
Consumer behavior (CB) 1. Required Text: Ch. 1, 2, 3 & 5
introduction; The link between 2. Banerjee, S. (2008) Dimensions of Indian
marketing strategy and culture, core cultural values and marketing
Consumer Behavior; Models implications: An analysis. Cross Cultural
and nature of CB. Impact of Management: An International Journal,
15(4), p. 367-378.
Session: External variables like --
1&2 Culture; Sub-culture and Social 3. Edelman, D.C. & Singer, M. (2015) Competing
on customer journeys. Harvard Business
(3 hrs) class; Values and Norms – on
Review, 93(11), p. 88-107.
CB 4. Video: McDonald’s Segment Management
 External Influences on CB like -- 1. Required Text: Ch. 4, 6, 7
Demographics; Social 2. Champniss, G., Wilson, H.N. & Macdonald,
Session: stratification; Group; Family E.K. (2015) Why your customers’ social
3&4 identities matter. Harvard Business Review,
(3 hrs) 93(1/2), p. 88-96.
3. Article: India Household Consumption

Internal influences on CB – I:
MOTIVATION - McGuire’s
Psychological Motives;
PERSONALITY and SELF-
Session: CONCEPT; ATTITUDE – tri- 1. Required Text: Ch. 10, 11, 12
5&6 component model & 2. CASE: Arrow Shirts (IMB: 385)
(3 hrs) component consistency;
attitude change strategies - the
Elaboration Likelihood Model;
measuring attitudes.

Internal influences on CB - II:

PERCEPTION – Determinants of
Exposure, Attention and 1. Required Text: Ch. 8, 9
Session:
Interpretation. 2. CASE: Xylys: Exploring consumer
7&8
(3 hrs)
LEARNING: Nature of Learning perceptions (IMB:349)
& Memory; Learning theories;
Learning and brand building.

Situational Influence on CDP; 1. Required Text: Ch. 13,14 and 15

CDP - I: Problem recognition; 2. Robinson, T, & Doss, F. (2011) Pre-purchase
Information search. alternative evaluation: prestige and
imitation fashion products. Journal of
Session: Fashion Marketing and Management, 15(3),
9 & 10 p. 278-290.
(3 hrs) 3. Simonson, I. & Rosen, E. (2014) What
marketers misunderstand about online
reviews. Harvard Business Review, 92(1/2),
p. 23-25.

CDP - II: Alternative evaluation; 1. Required Text: Ch. 16, 17 and 18

Purchase; and Post-purchase 2. Robinson, T, & Doss, F. (2011) Pre-purchase
behavior. alternative evaluation: prestige and
Session: imitation fashion products. Journal of
11 & 12 Fashion Marketing and Management, 15(3),
(3 hrs) p. 278-290.
3. VIDEO: Prince – Segments on Evaluative
Criteria (Benefits sought)

Organizational Buying Behavior: 1. Required Text: Ch. 10

Nature; Value proposition; 2. Schmidt, K., Adamson, B. & Bird, A. (2015)
Session:
Determinants Buying Decision Making the consensus sale. Harvard Business
13
Process CDP Review, 93(3), p.106-113.Age, 76(11), p. 28.
(2 hrs)
3. CASE: Siebel Systems-Anatomy of a Sale
(HBS Product #9503021)
 Teaching/  Class room lecture and discussion based upon readings across Core Text; References and Videos
Learning  Case analyses as listed above
Methodology  Multiple quizzes; Case analysis and exercises; Group Project and Term Examination
Assessment
Methods in Specific assessment methods/ tasks % weightage
alignment Continuous assessment (Class Participation) 10
with learning Group Project 30
outcomes Group presentation
Group written assignment
Individual
Quiz (2 Best of 3) 25
End term Examination 35
Total 100

Required Textbook: Hawkins, D.I., Mothersbaugh, D.L. & Mookerjee, A. (2014) Consumer
Behavior: Building Marketing Strategy, 12/e. Chennai: McGraw Hill Education (India)

Reference Textbook(s):
Reading list
 Hoyer, W.D. (2010) Consumer Behavior: A Marketer's Tool, 1/e. New Delhi: Cengage.
&
 Kardes, F. (2012) Consumer Behavior: Science and Practice, 1/e. New Delhi: Cengage.
References
 Schiffman, L.G., Kumar, S.R. & Wisenblit, J. (2015) Consumer Behavior, 11/e. New Delhi:
Pearson India.

Prepared by Faculty

Dr. Umashankar Venkatesh Signature

Recommended by Area Chairperson/ Program Director Signature

Approved by Director GLIM Signature