AURO UNIVERSITY (INDIA)

The School of Management & Entrepreneurship

Master of Business Administration

Module Handbook

Consumer Behaviour

Semester-II Block III

Module Leader Dr Monika Suri

Associate Professor

www.aurouniversity.edu.in1 | P a g e

Module Title: Consumer Behavior

Module Objectives:

The course intends to develop an understanding of consumer behavior in the context of - what factors

determine the buying behavior and delineate the buying decision process followed by individual as well

as institutional buyers. The specific objectives of this course are to -

Define consumer behavior in the context of individual as well as institutional buying and

understand its influence on corporate strategy

Analyze marketing environments and segment them on the basis of consumer behavior

Understand internal and external/environmental determinants of consumer behavior Use theinformation on consumer behavior to select appropriate marketing tools to influence consumerdecision making.

Learning Outcomes:

After completing this course successfully you will have -

Developed an understanding and appreciation of consumer behavior as an integral part of

marketing effort and strategy.

Identified and understood the impact of the individual or internal influences that

determine consumer behavior.

Identified and understood the implications of the external or environmental determinants

of consumer behavior.

Delineated, dissected and analyzed the buying decision process and map (impact of) the

internal and external determinants to each phase of the process.

Understood the departures between individual and institutional buying behavior.

Developed an appreciation and understanding of ethical issues connected to consumer

behavior.

Assessment Structure:

1. 30% - Group Project ,Presentation and Report

2. 20% - Mid Term Test ( Written) Closed Book

3. 50%- End Term Exam

Contact Hours:

• 24 hours – Lecture

16 hours – Teaching Pedagogy Tools (Specified in Next Page)

Weekly Coverage:

S. No. Week Coverage

1 Week 1 Introduction to CB Models of Consumer behavior

2 Week 2 Internal Influences: Motivation andPersonality

3 Week 3 Internal Influences: Perception & Learning

4 Week 4 Internal Influences: Self Concept and Lifestyle

5 Week 5 External Influences: Culture & Social Class

6 Week 6 External Influences: Reference Groups & Family

7 Week 7 External Influences: Opinion Leadership & Diffusionof Innovation

8 Week 8 Consumer Decision Process

Teaching Pedagogy Tools :

1 Case Study analysis :

Maggi Scam

Automobile Scam in 2015

Tata Nano: Consumers' Post-Purchase Behaviour Air India Airlines

2 Movie Analysis Bollywood and Hollywood Movies based on Consumerism and Buying

behaviour

3 Video lectures from Industry experts and service marketing Gurus and professors across the globe

4 Discussions on topics as mentioned below:

“McDonald's takes a "cross-cultural" approach to multicultural marketing”.

Subway or anyway Maruti Udhyog Limited –Cost of China & quality of Japan

5 Debates on Topics :

Make in India

Apple Vs Samsung

“McDonald's takes a "cross-cultural" approach to multicultural marketing”.

"Nescafe Instant Coffee

6 Guest lectures from Industry and Academics

7 Industrial Visits to Service organizations

8 Quiz and Simulation competitions

9 Peer reviews along with Individual and Group Presentation

10 Major and Minor Projects and discourse Methods for experiential

learning

11 Behavioral Assessment of Self as a customer through Psychometric Test and further

discussion and analysis on the same for better understanding of self and others .

Books for Reference :

1. Consumer Behavior 10th Edition 10th Edition by Leon Schiffman,

Leslie Kanuk

2. Kumar Dinesh Consumer Behaviour, Oxford press ,