SYMBIOSIS INSTITUTE OF BUSINESS MANAGEMENT

MBA (R) – Semester III (2021-2023)

Session Plan

COURSE TITLE: CONSUMER BEHAVIOR AND INSIGHTS

INSTRUCTOR: Dr. N.L. BALASUDARSUN

OBJECTIVES:
1. Develop the insights of consumer buying behavior.
2. Analyze the impact of various factors on consumer decision making process.
3. Examine how consumer behavior affects marketing strategies.

COURSE OUTCOMES:
1. To develop an insight of consumer behavior.
2. To analyze the influence of various factors on consumer buying decision.
3. To examine how consumer behavior affects marketing strategies.
4. To understand various consumer behavior models.
5. To implement various strategies to understand consumer buying behavior.

METHODOLOGY:
1. Case Studies
2. Industry / Field Visits
3. Assignments
4. Projects

SESSION PLAN:

No Topic to be covered Materials Used/Case Pre-reading and post

. Study/Presentation/P reading
roject/ Videos
1 Understanding Consumer Behavior, Buyers versus Users Discussion/Video Case study/Textbook
2 Consumer decision making Case study Textbook
3 Different market segmentation bases Lecture/ppt Textbook
4 Strategies to attract the customers Lecture/ppt Textbook
5 Theories of personality Lecture/ppt/case Textbook
6 Personality and consumer behavior Lecture/discussion Textbook
7 Consumer self-concept PPT/discussion/video Textbook
8 Self and Self images Lecture / discussion Textbook
9 Learning and motivation Case/Lecture Textbook
10 Behavioral learning theories Case/lecture/video Textbook
11 Cognitive learning theories Case/lecture/video Textbook
12 Brand loyalty and equity PPT/lecture Textbook
13 Elements of perception, Subliminal perception Case/Lecture Textbook
14 Consumer imagery, Perceived price, quality and risk Lecture/ppt Textbook

1
15 What are attitudes? Lecture/ppt/video Textbook
16 Structural models of attitudes Lecture/ppt Textbook
17 Attitude formation Lecture/discussion Textbook
18 Strategies of attitude change Lecture/discussion Textbook
19 Foundations and functions of family Lecture/ discussion Textbook
20 Family life cycle, Family decision making Lecture / discussion Textbook
21 Measurement of social class Lecture / discussion Textbook
22 Influence of social groups Lecture / discussion Textbook
23 Culture and sub culture Lecture / discussion Textbook
24 Measurement of culture, Cross cultural consumer Lecture / discussion Textbook
analysis
25 What is a decision? Four views of decision making Lecture / discussion Textbook
26 Consumer decision making model Textbook
27 Who are organizational buyers? Case Textbook
Personal VS organizational buyer
28 Organizational buyer decision making Discussion Textbook
29 Marketing strategy using consumer insights Presentations
30 Marketing strategy using consumer insights Presentations
31- Project work
36

Note:
1. Students are strictly advised to refer the respective textbook chapters.
2. Pre-reading materials/links will be shared through LMS before the sessions if any.
3. Post-reading materials/links will be shared through LMS after the sessions if any.
4. Project Work would be allotted for the course equivalent to 6 sessions.

Suggested Readings/ References:

1. Leon Schiffman,Joseph L. Wisenblit 12th Edition (2019), Pearson.

2. Schiffman, L., Kanuk, L., & Ramesh Kumar, S (2014), Consumer Behavior, 11th Edition, Pearson
3. Blackwell, Miniard and Engel, Consumer Behaviour, Cengage Learning

Likely Internal Evaluation Scheme (pl indicate individual or group)

S. No. Parameter Marks Ind / Grp

1 Quiz 20 Individual
2 Midterm test 30 Individual
3 Courseera 20 Individual
4 Project 20 Group
TOTAL 90

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