Page 1

CONSUMER
BEHAVIOUR
LESSON PLAN
SESSION
NO.
Hour
1

TOPIC

BOOK / PAGE NO

UNIT -1
Consumer Behavior and Marketing Strategy,
Nature and scope of Consumer Behavior
Market Segmentation

Learning nature, characteristics and types

Learning theories-information processing and

Involvement

T1 : 3
Page 91-108

Brand loyalty, Brand equity & Leverage

Perception-process, interpretation and marketing

strategy, Elements, Perceptual organization and
defense, consumer imagery, perceived risk &
how to handle the risk
UNIT 2
Nature, Strategies, theories and their relevance,
Motivational Research

T1 : 9
Page 351-355
T1 : 2
Page 50-80

7
8

T1 , 1
Page 7 - 10
T1 , 1
Page 11 - 13
T1 : 3
Page : 90

T1 , 4
Page 128 155

Personality-Psycho-Analytical, Neo-Freudian and

Social Approaches to Personality
Understanding Consumer Diversity, Brand
Personality, Role and Brand Personification

T1 , 6
Page 216 225
T1 : 6
Page : 226-252

10

Self Image, Vanity and Consumer Behavior

11

Attitude Formation &Formation Change-Sources

of learning & Influence on attitude formation
Strategies on Attitude Change, Relationship
between behavior & attitude
UNIT 3
Life Style Profiles
Influences
Self Concept
Social Class- Identification and CB application
on Various Social Classes
Family-Decision making- consumption-related
roles

T1 : 5
Page 168-181
T1 : 7
Page 254-284
T1 : 8
Page 286-317

12
13
14
15

T1: Pages- 229- 248 &

170-171
T1: Pages- 488- 510
T1: Pages- 451-472

Page 2 of 2
16
17
17

18
19
20
21

22
23
24

Groups-types, celebrities, family, socialization of

family members,
Functions of Family, Family Life Cycle
Influence of Reference groups- Friendship and
workgroup,
Culture- Nature, Characteristics, Measurement,
Sub-cultures, cross culture
UNIT 4
Opinion leadership - Process, Dynamics ,
Motivation
Profile of opinion leadership Opinion leadership
need, Measurement and Corporate strategy of
Opinion leadership, Models and role relationship
Opinion leadership and firms marketing strategy,
Innovation, Characteristics and Types
Profile of consumer innovator, Diffusion of
innovation, Adoption process
UNIT 5
Personal influence
Consumer decision making process: reutilized
response, limited and extensive problem solving
behavior, different buying situations
Models of consumer decision making

T1:Pages- 404- 436

T1 :Pages- 451-472
T1:Pages- 404-436
T1:Pages-578- 600
T1:Pages- 516-539
T1:Pages- 608- 647
T1-

429-430

T1-

431-433

T1-

431-432

T1-622-627

T1-170-208
T1-324-355& R1
Notes

Reference Books:
th
T1: Consumer Behaviour- buying, having, and being, 8 Edition,
Michael R.Solomon, PHI Learning Private Limited. New Delhi.

R1: Schiffman.L.G. & Kanak.L.L., Consumer Behaviour, Pearson

Dr.Ritanjali
Asst.Prof,SOM