Symbiosis Institute of Business Management, Hyderabad

Academic Year – 2018-19 (Batch of 2018-20)

MBA COURSE HANDOUT (Semester – II)
Course : Consumer Behaviour
Course Code : 21141204 No. Credits 02
Faculty Name : Dr. Saradhi
Catalogue Code : T2118 No. Hours 30
Consultation Hours : 4.40 pm to 5.00 pm
Mobile : 9849858976 Email ID saradhi.gonela@sibmhyd.edu.in

Course Objectives:-
 To help students understand consumer behavior theories and concepts.
 To enable student to analyze consumer behavior from multi-disciplinary perspective.
 To help students evaluate application of consumer research in decision making.
Course Outcomes:-
 Student will have theoretical clarity on various principles of consumer behavior
 Student will be able to analyze consumer behavior from multi-disciplinary perspective
 Student will able to independently carry out Consumer Research and understand its
ramifications in decision making.
Text Book:-
 Leon G. Schiffman, Leslie Lazar Kanuk and S. Ramesh Kumar, “Consumer Behavior”,
11th Edition, Pearson Publications
References:-
 Solomon, Michael R. Consumer Behavior: Buying Having and Being, 9th Edition
 Kardes, Frank R. Consumer Behavior and Managerial Decision Making, 2nd edition

Course Map
Course Outcomes Mapped with Programme Outcomes
PROGRAMME OUTCOMES

PO2 -Students should be able to understand and PO3 -Students will be adept at
PO1 - Students should be
be conscious of the impact of managerial analyzing and applying theoretical
PO-CO Mapping able to demonstrate
decisions on the triple bottom-line – Profits, constructs to various diverse
leadership skills.
People and Planet business scenarios

CO 1: Understanding the theories of consumer W M S

behavior

CO 2: Applying consumer behavior theories in W M S

various situations

CO 3: Analyse needs of consumers for establishing M S M

long term customer relations

CO 4: Analysing the influences of environment on M S M

consumer behaviour

CO5: Evaluating marketing strategies based on W S S

fundamentals of consumer buying behaviour

* S – Strong, M – Medium, W – Weak, NL – No link

Course Outline and Delivery Process

Intended Session Session GSTEE CO Mapping

Session Topic / Intended Resources and
Delivery Objective Outcome framewo
No. Learning References CO1 CO2 CO3 CO4 CO5
Process (SO) (SOT) rk
1 Chapter 1, Will Understan G S
Reading -The appreciate ding
consumer consumer
New Indian: The
Consumers, behaviour behaviour
Many Facets of a
Marketers and Introduction
Changing
Technology
Consumer
(BCG Report
2016)
2 Chapter 2 Will Understan T, E S M W
Reading: appreciate ding
consumer consumer
“Rediscovering behaviour behaviour
Segmenting, Market Lecture,
Targeting & Segmentation” by Activity and
Positioning Daniel Discussion
Yankelovich and
David Meer in
HBR, Feb 2006
Will Understan T, G, S S
3 Segmenting, W M S
Activity, comprehen ding STP
Targeting & Chapter 15
Discussion d STP principles
Positioning
Will Understan S, T, G
4 Chapter 3 S W M
comprehen ding the
Reading – d research importanc
“Motivation e and
Research: methods
Discussion
Explaining why of
Consumer and Activity consumer
consumers
Research on Laddering research
behave the way
Approach
they do” By Jerry
W. Thomas in
Direct Marketing,
Apr. 2008
5 Will Understan S, T, G S W M
comprehen ding the
Chapter4, 5 d research importanc
Consumer Video – The Discussion e and
Research Lunch Date and Activity methods
-010), June 2005 of
consumer
research
Session Topic / Intended Resources and Intended Session Session GSTEE CO Mapping
No. Learning References Delivery Objective Outcome framewo
Process (SO) (SOT) rk CO1 CO2 CO3 CO4 CO5
6 Will Understan E W S M S
appreciate ding the
Chapter 6 the role of role of
Motivation & Movie,
motivation motivatio
personality Discussion in n in
consumer consumer
behaviour behaviour
7 Will Understan E M S M S
appreciate ding the
Motivation & Discussion the role of role of
Chapter 7,8,9 personality personalit
personality and Activity in y in
consumer consumer
behaviour behaviour
8 Will Understan M S M S
Perception & Discussion recognize ding the
Chapter 7,8,9
Learning and Activity perception role of
perception
Will Understan
9 Case M S S
Perception & recognize ding the
Chapter 7,8,9 Discussion, perception role of
Learning
Activity perception
10 Will Understan W M S M S
Attitude formation Discussion recognize ding the
attitude in role of
and Change Chapter 10 and Activity CB attitude in
CB
11 Will Understan M S M S W
Attitude formation Activity & recognize ding the
Chapter 10 attitude in role of
and Change Discussion CB attitude in
CB
Will Understan
12 Attitude formation Chapter 11, 12 S W S W M
and Change Discussion recognize ding the
attitude in role of
and Activity CB attitude in
CB
Will Understan
13 Communication & Chapter 11, 12 M S M
Consumer Discussion appreciate ding
communic communic
Behaviour and Activity ation in CB ation
coverage
Will Understan
14 Communication & Chapter 11, 12 Case M S M
appreciate ding
Consumer Discussion, communic communic
Behaviour Activity ation in CB ation
coverage
Will Understan
15 Chapter 13 M M S M S
Family & Social Discussion understand ding how
the role of family
Standing and Activity family shapes
behaviour
Will Understan
16 Chapter13 W S S M S
Culture, Cross- Activity & appreciate ding how
the role of culture
Culture Discussion culture shapes
behaviour
Will Applying
17 Consumer Article: Apple M M S W M
recognize innovatio
Decision Making Stores Discussion innovation n
& Diffusion of and Activity diffusion diffusion
Innovations theory

18 Marketing Ethics Chapter 14 Discussion Will Understan W M M W S

understand ding the
& Social and Activity ethics the role of
 Session Topic / Intended Resources and Intended Session Session GSTEE CO Mapping
No. Learning References Delivery Objective Outcome framewo
Process (SO) (SOT) rk CO1 CO2 CO3 CO4 CO5
ethics in
Responsibility
maneuveri
ng CB
19 - 20 Field assignment Student’s Discussion, M S S S M
presentations Presentations Activity

GSTEE + Model stands for G – Governance, S – Sustainability, T – Technology, E- Ethics, E* - Experiential

Last column in delivery schedule indicates course content & pedagogy with GSTEE model of learning
Expectations from Students:-

a. Students must report to the respective sessions well before the announced time. Latecomers
will not be permitted to join the class after the scheduled time. If late, the attendance for
that session will be marked as absent.
b. Read the Study material well prior to the class discussion. He/she is also expected to read
the chapter indicated in the course plan as the faculty directs.
c. In the class discussion student is expected to participate actively and contribute to
individual and group learning.
d. Evaluation is a continuous process at SIBM. Every student needs to be aware of the
timelines given in the section below. Absence from these evaluations will mean non
awarding of marks in that particular component
e. Wherever applicable, group assignments require each student to contribute to the group
effort. This enhances group effectiveness and leads to greater appreciation of working in
groups.
f. Students are expected to show high regard and appreciation for in class discipline and
desist from using mobile phones. This disturbs the class ambience and unnecessarily
diverts attention of other students as well as the faculty member.
g. Each faculty has been given a scheduled consultation hour. Utilize this time to meet the
faculty and clarify doubts if any, seek explanations and get mentored if needed.
h. Attendance is compulsory in all sessions. However refer to guidelines in your academic
handbook for exceptions.
Evaluation Scheme:-
Keeping in line with continuous evaluation at SIBM, the following schedules have been drawn.
Students are expected to go through the dates / sessions mentioned and prepare accordingly.
Assessment Description of Assessment Expected Marks Bloom's Marks CO Mapping
Task No the task Elements/ slot declaratio Level (Weightag
(Name of Rubric n by e) CO1 CO2 CO3 CO4 CO5
component) Marks Marks Marks Marks Marks
Assessment 1 Individual Identify the 15th 17th session 2,3,4 15 5 5 5 - -
assignment theories of Session (25%)
requiring consumer
students to behaviour to
analyse the analyse the
situation and given situation
answer the and providing
questions suggestions to
asked.
Assessment 2 Individual Identify the 15th 17th session 3,4,5,6 20 - 5 5 5 5
– Individual assignment theories of Session (33%)
Assignment requiring consumer
students to behavior to
analyse the connect with
buying the actual
behavior of behavior of
consumers customers
under various under different
circumstances circumstances
Assessment 3 A group of a) Evaluating 19th 20th session 4,5,6 25 - 5 10 10
– Group students need to existing sales Session (42%)
Project study a and channel
company as per strategies of
the guidelines the firm
given above b) Proposing
new value
creating
activities to
the existing
accounts for
new accounts
Grand Total 60 5 10 15 15 15

Brief Profile of the Faculty Member:-

Dr. Saradhi received his Doctorate in business management from Osmania University,
Hyderabad. He has about 15 years of experience in corporate research and teaching.

His research interests include the impacts of digitalization and globalization on marketing,
economics and corporate strategy. His teaching interests include Marketing Management, Digital
Marketing, Retail Management, Consumer Behaviour, Strategy and Macro Economics. He has
more than 150 case studies and 40 teaching notes to his credit (available at European Case
Clearing House (ECCH), UK, www.thecasecentre.org). He published 6 books and 5 research
papers in national journals.

Part 1: Introduction to Consumer Behaviour and Consumer Research

Part 2: Internal Influences on Consumer Behaviour
Part 3: External Influences on Consumer Behaviour
Part 4: Consumer Decision Making