INDIAN INSTITUTE OF MANAGEMENT KOZHIKODE

Executive Post Graduate Programme in Management

Course Outline

Course Code and Course Title Consumer Behavior

COURSE DESCRIPTION

The course aims to give student an understanding of consumption and its marketing implications.
Various views of the individual in the marketplace; individual, social and situational factors
impacting consumer decision- making; buying and consumption will be studied. Topics with
application to both Indian and global context and trends will be analysed.

COURSE OBJECTIVES
• To obtain fundamental knowledge of Consumer Behavior
• To get an understanding of how consumers choose products /services
• To appreciate the importance of managers’ knowing consumers well

LEARNING OUTCOMES

• Understanding psychological, sociological and other theories that provide insight into consumer
behavior

• Able to recognize the theoretical concepts that are relevant to a particular decision- making
context, demonstrate clearly how these principles apply to the situation, and provide responses that
are supported with evidence

PEDAGOGY
• Case based
• Articles based

Technology and Software (if any)

None
BREAK-UP OF GRADE

Item Weightage (%)

Project 30

End Term Examination Exam 50

Quizzes 20

PRESCRIBED TEXTBOOK

Consumer Behavior, Pearson Education, by Leon Schiffman, Joseph Wisenblit and Ramesh Kumar,
Twelfth Edition.

REFERENCE BOOKS

David L. Louden and Albert J Della - Consumer Behavior

Frank R. Kardes - Consumer Behavior and Managerial Decision Making

Assel -Consumer Behavior - A Strategic Approach

Sheth Mittal- Consumer Behavior- A Managerial Perspective

Jay D. Lindquist and Joseph Sirgy- Shopper, Buyer and Consumer Behavior

Session Topic Articles Case

number

1 Emerging Trends in Why Catalogs are making a comeback ,

Consumer Behavior Harvard Business Review, 2020 -
H05E5L

Ten Trends That Are Altering Consumer

Behavior in India

Consumers 2020 - Deloitte Insights

The decade ahead : Trends that will

shape the consumer goods industry -
Mckinsey
2 Perception What makes people upgrade products ?
Thinking about self improvement -
Harvard Business Review, 2019 -
H04WOC
3 Personality What Marketers Should Know About “No More Uncle”:
Personality-Based Marketing, Harvard Asian Men’s
Business Review,2018, H04B0I
Beauty In The

The mystery of the $2000 Ikea Marketing

shopping bag , Harvard Business Spotlight , SMU437
Review,2020 - H05FH8
4 Attitude The Elusive Green Consumer, Harvard Beyond
Business Review, 2019- R1904J Meat :Changing
, Consumers’ meat
preference-
W15607

5 Culture Why is the Indian consumer so value Building an

driven? aspirational high
end brand using
cultural
engagement:Abso
lute Vodka’s Love
affair with arts -
IN1446

6 Consumer Decision Why you decide the way you do? MIT
making Sloan Management Review, 2015-
SMR 510

7 Gender and Men buy more from manly men, Pink Tax: Gender
Consumption Harvard Business Review, 2018- and Other Price
F1805B Discrimination
Factors, W04C92
When not to use feminisms for selling
to sell stuff for women, 2014 -H01100

8 Consumer Types of mindfulness in an age of

neuroscience digital distraction (2019), Berthon and
Pitt , Business Horizons - BH959
Instruction for Project Work

Project Work: Each of group will have 8 students. The project’s focus is on understanding in-depth
in one area of Consumer Behaviour . Groups are free to choose any topic in the realm of Consumer
Behaviour , however, it needs to be approved by the course instructor. Last date for zeroing in on a
st
topic and informing the instructor is 1 , June 2020. All the groups need to be submit the report of
the project .