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    Consumer Behavior (Cluster 2) : Teaching Learning Plan PGDM 10-12

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    Subhojit Biswas
    This document outlines a teaching and learning plan for a Consumer Behavior course. The course is worth 100 marks over 20 sessions. It will cover topics like personality theories, consumer motivation, perception, attitudes, learning, social influences, decision making, and post-purchase behavior. Evaluation will include a mid-term test, seminar participation, a field project, case study analysis, and a project viva. The primary text is Consumer Behavior by Schiffman and Kanuk, and additional readings are recommended.

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    Consumer Behavior (Cluster 2) : Teaching Learning Plan PGDM 10-12

    Uploaded by

    Subhojit Biswas
    54 views5 pages
    This document outlines a teaching and learning plan for a Consumer Behavior course. The course is worth 100 marks over 20 sessions. It will cover topics like personality theories, consumer motivation, perception, attitudes, learning, social influences, decision making, and post-purchase behavior. Evaluation will include a mid-term test, seminar participation, a field project, case study analysis, and a project viva. The primary text is Consumer Behavior by Schiffman and Kanuk, and additional readings are recommended.

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    This document outlines a teaching and learning plan for a Consumer Behavior course. The course is worth 100 marks over 20 sessions. It will cover topics like personality theories, consumer motivation, perception, attitudes, learning, social influences, decision making, and post-purchase behavior. Evaluation will include a mid-term test, seminar participation, a field project, case study analysis, and a project viva. The primary text is Consumer Behavior by Schiffman and Kanuk, and additional readings are recommended.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    54 views5 pages

    Consumer Behavior (Cluster 2) : Teaching Learning Plan PGDM 10-12

    Uploaded by

    Subhojit Biswas
    This document outlines a teaching and learning plan for a Consumer Behavior course. The course is worth 100 marks over 20 sessions. It will cover topics like personality theories, consumer motivation, perception, attitudes, learning, social influences, decision making, and post-purchase behavior. Evaluation will include a mid-term test, seminar participation, a field project, case study analysis, and a project viva. The primary text is Consumer Behavior by Schiffman and Kanuk, and additional readings are recommended.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 5

    TEACHING LEARNING PLAN

    PGDM 10-12

    COURSE: Consumer behavior (cluster 2)


    COURSE CODE:

    CREDITS: Full Credit (100 marks)

    NO OF SESSIONS: 20

    BASIC TEXT(S):

     Leon G Schiffman and Leslie Lazar Kanuk consumer behavior


    prentice hall 2008 –

     David L Loudon & Albert Della Bitta consumer behavior Tata


    McGraw Hill 2002

    SERIAL SESSION TOPIC CAP ACTIVITY WEIGHTAGE


    NO
    Introduction to Consumer: Role
    of consumer Behavior in
    1 1 marketing, Distinction among
    consumer, customer, buyer, user
    and payer, Frame work of Reading seminar
    consumer behavior, Inter
    disciplinary subject,
    Consumerism & consumer
    behavior in contemporary
    environment
    Personality and self concept in
    2 2 consumer behavior: impact of
    personality on C.B, personality Reading seminar
    Theories.

    Personality theories, brand


    3 3 personalities, self concept: types
    and application. Reading seminar

    consumers needs & motivation:


    4 4 motivational theories Field study

    motivational theories ,
    5 5 motivational conflict & research Field study

    consumer perception: process,


    6 6 perceived risk, perceptual Field study
    positioning and mapping,

    perceptual mapping, consumer


    7 7 attitude: functions, components Field study

    consumer attitude: models,


    8 8 measurement, changing CASE STUDY
    consumer attitude
    Multi attribute attitude models.
    Consumer learning: introduction CASE STUDY
    9 9 to learning process

    consumer learning: theories,


    10 10 cognitive learning theories Reading seminar

     
    Learning theories, consumer in
    11 11 the social cultural context:
    introduction to types of Field study
    reference groups and its
    influence in decision making
     reference groups & opinion
    leaders: effect of reference
    12 12 groups on product and brand Field study
    purchase, opinion leaders: their
    role
    opinion leaders: types and their
    13 13 role in influencing consumer
    choice, introduction to family Field study
    life cycle

    Family, gender & age influence:


    14 14 family decision making, conflict
    and their resolution, role of Field study
    gender and age in family
    decision making.

    social class & consumer


    15 15 behavior: components, Reading seminar
    measuring social class,
    conspicuous consumption
     influence of culture on
    consumer behavior:
    16 16 characteristics, sub-culture, Field study
    cross culture

    consumer decision making


    process: levels, types, process,
    17 17 stages diffusion of innovation: CASE STUDY
    diffusion process, adoption
    process,

    models of consumer behavior:


    18 18 Howard seth model, Engel- Field study
    Kollat-Blackwell model

    Family decision making model,


    19 19 model of industrial buying Field study
    behavior

    Post purchase behavior:


    satisfaction/dissatisfaction,
    20 20 loyalty/non-loyalty & complaint
    behavior. Post purchase Field study
    dissonance- approaches to
    reduce post purchase
    dissonance, disposal
    alternatives.

    Basic Text:

     Leon G Schiff man and Leslie Lazar Kanuk consumer behavior prentice hall 2008
    Suggested Readings:

     David L Loudon & Albert Della Bitta consumer behavior Tata McGraw Hill 2002
     Del L Hawkins, Daivd L Mothersbaugh, Amit Mookerjee – Consumer Behaviour, building
    marketing strategy, Tata Mc Grawhill, 2010
     Black well, Miniard and Engel consumer behavior Thomson south – western 2007
     Consumer Behavior 6e,Solomon,(2007), Pearson Education Limited
     Why We Buy, Paco Underhill, (2000), Simon & Schuster.
     Consumer Behavior 7e, (2007), Prentice-hall Of India
     Consumer Behavior & Marketing Action 6e, Assael,(2006),International Thomson Computer
    es
     Consumer Behaviour, M S Raju,(2004),Vikas Publishing House Pvt Ltd
     Consumer Behavior ,9th Edition, Del I Hawkins, ( 2006 ) Tata McGraw-hill
     Consumer Behavior: A Strategic Approach, Assael H,( 2005 ) Wiley Publishers
     Consumer Behavior & Managerial Decision 2e,,Kardes F R,(2007), Dorling Kindersley
    (India) P. Customer Behavior 2nd Edition, Sheth J N, (2003), International Thomson
    Computer Press.
     Understanding The Consumer, Isabelle Szmigin, and (2003) Response Books.
     Why People Buy Things They Don't Need, Danziger Pamela N, Dearborn Trade
     Consumer Behaviour and Consumer Protection in India, Meenu Agrawal (2006), New
    Century Publications
     Consuming Behaviour, John Desmond, (2002) Palgrave-Macmillan.
     Married To The Brand: Why Consumers Bond With Some Brands For Life, William J
    McEwen, (2005) Gallup Press
     Why People Buy Things They Don't Need, Danziger Pamela N, Dearborn Trade.
     Being The Shopper Understanding the Buyers Choice, Phil Lempert, (2002) John Wiley &
    Sons
    Journals:

     Advances in Consumer Research


     Journal of Consumer Marketing
     Journal of Consumer Research
     Journal of Consumer Behavior
     International Journal of Consumer Studies
     Journal of Marketing Research
     Journal of Consumer Affairs

    Evaluation Plan:

    Mid-Term - 20 marks (descriptive test)

    Seminar - 05 marks

    Field project - 20 marks

    Case study - 10 marks

    Project Viva - 05 marks

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