Course Code: MKE621                                                                                 Credits: 03

Contact Session: 45                                                                                        Marks: 100



The importance of consumer behavior cannot be taken lightly. The need for sustainable business development is the ultimate goal of business houses. The importance of marketing and sales are closely associated with the performance of the organization. Due to fierce competition all the companies are emphasising about these aspects. This course will enable learners to know about this subject which have the relevance of India as well as different parts of the world and students will learn different practical and theoretical aspects related to it. The course will also give students a realistic approach towards corporate business –related to improvement of sales, profitability, market share, competitor activities, market dynamics, as well as target groups.

Learning Objectives:


This course helps students in knowing the concepts of consumer behavior and their application in marketing of products and services which are useful for survival in the highly competitive market environment.


Learning Outcome:

Opportunity to join corporate as well as manufacturing industries – Employability will be enhanced.

Students can start doing their own business-which has good prospects - Entrepreneurship journey will be very much possible.

This course will help students for Skill development necessary for academic and industry.

This Value based learning brings value addition in social, personal as well as professional life.                                          

Unit-1: Introduction to Consumer Behavior Consumer Research :

Quantitative vs. Qualitative, Consumer Research Process, Defining the Research Problem and Developing objectives, Exploratory Research and Analysis, Designing the Conclusive Research, Data Collection, Analysis and finding Report, Consumer Research: Good or Bad?

Unit-2: Segmenting Consumers:

Defining Market Segmentation, Bases for Segmentation: Geographic Segmentation, Demographic Segmentation, Psychological Segmentation, Psychographic Segmentation, Socio–Cultural Segmentation, Use–Related Segmentation, Use–Situation Segmentation, Benefit Segmentation, Hybrid Segmentation approaches, Criteria for effective Targeting of Market Segments, Market Segment Strategies

Unit-3: Consumer as an Individual: Motivation:

Definition, Process of Motivation, Dynamic Nature of Motivation, Motives: Types of Motives, Classification of Motives: Motives Identified by Mcguire * Henry Murray, Theories of Motivation: Maslow’s Theory, Trio of Needs, Motivational Theories and Marketing Strategies: Motivational Research Marketing Strategies Based on Motivation and Motive Combinations, Involvement: Antecedents of Involvements and types of Involvement, Techniques of Motivational Research: Qualitative Research Tools in Motivational Research

Unit-4: Personality:

Definition, and Nature of Personality, Theories of Personality: Freudian, Neo–Freudian and Traits Theories, The Concept of Self: Single and Multiple Selves, Self and Situational Self, Methods of Self–Concept Assessment the Concept of Self: Single and Multiple Selves, Self and Situational Self, Methods of Self–Concept Assessment

Unit-5: Perception and Information Processing:

Definition of Perception, Elements of Perception: Sensation, Absolute Threshold, Differential Threshold or Just Noticeable Difference (JND), Subliminal Perception, Process of Perception and Information Processing: Exposure, Attention, Interpretation, Consumer Imagery: Product Image, Service Image, Perception in Marketing: Brand Development and Perceptual Mapping, Retail Stores

Unit 6: Learning:

 Definition of Learning and Characteristics of Learning: Motivation, Cues, Response, Reinforcement, Behavioral Learning Theories: Classical Conditioning, Instrumental Conditioning, Cognitive Learning Theories: Information Processing, Theory of Involvement, Brand Loyalty: Brand Equity, Product Positioning, and Brand Leverage

Unit 7: Attitude:

Characteristics of Attitude, Functional Theories of Attitude: Utilitarian, Value–Expressive, Ego–Defense, Knowledge, Combination of Function, Attitude Model, Formation of Attitude: Classical Condition, Instrumental Conditioning, Cognitive Learning Theory, Measurement of Attitude: Semantic Differential Scale, Likert Scale, Theories of Attitude Development: Theory of Cognitive Dissonance, Self–Perception Theory, Social Judgment Theory, Balance Theory, Attitude Change, Involvement: Strategies followed by Marketers to Increase the Involvement of Consumers

Unit 8:

Consumer in Social Context

Reference Groups and Opinion Leadership: Definition and importance of Reference Groups, Defining Opinion Leadership: Dynamics of Opinion Leadership, The Motivation behind Leadership, Types of Opinion Leaders, Identifying an Opinion Leader: Self–Designing Method, Sociometric Method, Key Informant Method Objective Method, Communication and Opinion Leadership: Creating Buzz

Family Influences: Defining Family, Types of Family Structures, Nontraditional Households, Pets as Family Members, Role of Family, Family Lifecycle: Traditional Flc, Non–Traditional Flc, Family Decision Making: Household Decisions, Sex–Role and Decision Making, Children as Decision Makers

Social Class and Consumer Behavior: Defining Income, Defining Social Class, Social Stratification: Social Class in India, Social Class Mobility, Social Class Measurement: Subjective Approach, Reputational Approach, Objective Approach, Problems with measurement of Social Class Geodemographics Clustering, Social Class and Consumer Behavior: Cultural Capital, The Affluent Consumer, Old Money and the Nouveaux Riche, Techno Class, Status Symbol

Cultural Influences: Defining Culture, the Dynamics of Culture, Measuring Culture: Content Analysis, Consumer Fieldwork, Value Measurement Survey Instruments, Core Values, Defining Sub–Culture, Defining Cross–Cultural Influences: Country of Origin Effects, Targeting Consumers across Cultures, Global Versus Local, Cross–Cultural Marketing Mistakes

Unit 9:

Consumer as Decision Maker

Diffusion of Innovation: The Diffusion Concept: Innovation, Channels of Communication, Social System, Time a Profile of Consumer Innovator: Innovator as an Opinion Leader and Change Leader

Consumer Decision Making: Defining Consumer Decisions, Consumer as Decision Makers: Types of Consumer Decisions, Consumer Decision Making Process: Problem Recognition, Information Search, Alternative Evaluation and Selection, Modeling Consumer Decision–Making: Howard–Sheth Model of Buying Behavior, The Nicosia Model, Engel–Blackwell–Miniard Model

Unit 10:

Consumer in Market Place: Introduction to Retailing, The Retail Scene in India, Unconventional Sources of Purchase, Factors Affecting Outlet Selection: Store Image, Store Brands, Retail Advertising and Promotion, Store Location, Perceived Risk Shopping Orientation, In–Store Influences: In–Store Displays. Markdown and Price Promotions, Store Atmosphere, Stock–Outs, Sales Staff, Final Transaction

Unit 11:Post Purchase Behavior:

Defining Post–Purchase Consumer Behavior, Consumer’s Post Purchase Dissonance: Product Usage, Disposal, Product/Service Evaluation and Consumer Satisfaction/ Dissatisfaction: Consumer Complaint Behavior, Satisfaction and Brand Loyalty, Loyalty Marketing

Unit 12: Organization as Consumer:

Nature of Organizational Buying: Organization’s Business Center, Organizations’ Buying Situations, Organizational Buying Process: Problem recognition, Need Description, Product Specification, Supplier Search and Evaluation, Proposal Solicitation, Supplier Selection, Order and Post–Purchase Evaluation, Factors Influencing Organizational Buying Behavior: Internal Factors and External Factors

Unit 13 :Consumer and Marketer

Marketing Communication and Persuasion: Nature of Communication: Elements of Communication, Factors affecting Communication: Credibility of the Source, Comprehension and mood of the Receiver, Barriers to Communication. Developing Persuasive Communication: The Target Audience, the Objective, the Message Design, the Media

Marketing Regulation: Concerns of the Consumers: Consumerism, Privacy Concerns, Impact of Advertising, Social Marketing, Marketing to Children, Concerns of the Marketers: Consumer Fraud, Consumer Terrorism Anti–Consumption, The role of Government and Non–Government Bodies: Government Regulations, The Advertising Standards Council of India, Consumer Action Groups

Case Studies: Different case studies will be discussed based on related topic

ITC’s foray into Convenience Food Market

The Indian Fast Food Market

Kellogg’s Indian Experience


  • Factors affecting consumer buying behaviour : A study in Tripura
  • Steps in consumer buying behaviour of a FMCG product, Consumer durable product

Suggested Readings


Text Book


Reference Books


Consumer Behavior, 5e

Leon’g Schiffmann and Leslie Kanuk/ Prentice–Hall, India

Consumer Behavior

Peter D Bennet and Harold H Kassarjian/Prentice–Hall, India

Marketing and Consumer Behavior Research In The Public Interest

Ronald Paul Hill/ Sage Publications, New Delhi

Consumer Behavior: Behavioral Aspects of Marketing

Chris Rice/ Butterworth  Heinemann

Consumer Behavior: Concepts and Application

David Loydon Albert Bitta/ Tata McGraw Hill