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By :
Prof. Amit Kumar

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“Though MBA/PGDM can be specialized in different
streams like marketing, finance and HR, specialization in
Consumer Behavior sounds absurd as hardly any
university has taken initiative to design and conduct till
date, any full-time course in this context.
The scenario is certainly different in foreign
countries where, realizing the importance, universities
like Baylor University and New York University are
already launching full courses in Consumer Behavior”.
Importance of this course
Consumer Behavior
IILM-Graduate School of Management

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“Indian universities produce every year several thousand
MBA graduates who have a little or no knowledge about
Consumer Behavior. Surely, some of these business
graduates step into the world of business without
adequate knowledge about Consumer Behavior.
Observing the increasing
relevance of Consumer Behavior in marketing &
retail and others sectors, a student pursuing
management education from IILM Graduate
School of Management, will proof himself as an
asset for the organization”.
Importance of this course
Consumer Behavior
IILM-Graduate School of Management

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After taking this course, you should be able to
• To learn different concepts, models and processes
involved in consumer buying behavior. (Formative
Assessment)
• To develop the ability to analyze the effect of
sociological, individual, cultural, psychological factors
and marketing strategies that influence consumer
behavior. (Summative Assessment)
Learning Outcomes
Consumer Behavior
IILM-Graduate School of Management

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• To establish the practical connection between what we
know and understand about consumer behavior and
development of marketing strategy, segmentation,
targeting, positioning and marketing mix decisions.
• To provide a better understanding of the causal links
between consumer behavior and marketer behavior in
Indian context.
Objectives
Consumer Behavior
IILM-Graduate School of Management

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• Consumer Behavior by Leon G. Schiffman &
L.L.Kanuk
• Consumer Behavior by Jay D. Lindquist & M.Joseph
Sirgy; Biztantra
• Consumer Behavior by Michael R. Solomon, Prentice
Hall
Test-Books
Consumer Behavior
IILM-Graduate School of Management

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• http://en.wikipedia.org/wiki/Customer_behavior
• www.consumerpsychologist.com
• www.consumerbehavior.net
• www.psychology.org
• www.management-hub.com/marketing-consumer-
behavior.html
• www.consumerbehavior.net/powerpoint/PP-Chapter
%201.ppt
• http://crmtutorial.com/
• www.salesforce.com
Web References
Consumer Behavior
IILM-Graduate School of Management

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Course: Consumer Behavior
Unit-1 Consumer in the Marketplace
Unit-2 Models of Consumer Behavior
Unit-3 Cultural Influences on Consumer Decision making
Unit-4 Sociological Influences on Consumer Decision making
Unit-5 Personal / Individual Influences on Decision making
Unit-6 Psychological Influences on Decision making
Unit-7 Consumer Decision Making Process
Unit-8 Consumer Influence & Diffusion of Innovation
Consumer Behavior
IILM-Graduate School of Management

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Consumer Behavior Consumer in Marketplace
IILM-Graduate School of Management

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Contents
• What is Consumer Behavior?
• Why Should Marketers Study Consumer Behavior?
• Types of Buyer Behavior
• Consumer Decision making process
• Consumer Benefits, Total Product Concept
• Consumer Segmentation, Targeting & Positioning
• Organisational Buyer Behaviour
• Case-Study: ‘M/s Duleath Ltds- Durcom Shoes’
Consumer Behavior Consumer in Marketplace
IILM-Graduate School of Management

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Class Presentations: Research Articles
1. Blueprint for Green Marketing
2. Brand Loyalty-Can it be revived
3. Consumer Do not always do what they say
4. Consumer Evaluations of Brand Extensions
5. Consumer Psychology for Marketing
6. Consumer Shifts
7. Data Centricity - The new retailing paradigm
8. International Consumer behavior
9. Key to Economic Survival-Retail
10. Kids are Brand manager Best friends
11. Kids Today- A Real Charity Case
12. Know your customer-Retail
13. Millennial fever
14. Myths on European Consumer
Consumer Behavior Consumer in Marketplace
IILM-Graduate School of Management

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Class Presentations: Research Articles
15. No real recession in India but consumers are
changing behavior
16. Single Vs Married...different consumer behavior out
17. Stay Abreast of Consumer Trends
18. Survey Recession Impact Permanent
19. The last Mile of Marketing
20. The new consumer Revealed
21. The whole world is watching
22. Unhappy Consumer
23. Wayward Consumer
24. when consumer loose interest in stuff
25. Why customers buy high-end system
26. Youthful life at Mall
Consumer Behavior Consumer in Marketplace
IILM-Graduate School of Management

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Consumer Behavior Models in Consumer Behavior
IILM-Graduate School of Management

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Contents
• Economic Model
• Psychological Model
• Learning Model / S-R-Model
• Sociological Model
• Howard- Sheth Model
• Nicosa Model
• Webster & Wind Model
• Engel- Kollat Blackwell Model
• Class Test-I
Consumer Behavior Models in Consumer Behavior
IILM-Graduate School of Management

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Consumer Behavior Cultural Influences on Consumer Decision making
IILM-Graduate School of Management

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Contents
• Culture
• Subculture
• Social class
Consumer Behavior Cultural Influences on Consumer Decision making
IILM-Graduate School of Management

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Consumer Behavior Sociological Influences on Consumer Decision making
IILM-Graduate School of Management

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Contents
• Family
• Role & Status
• Reference groups
• Case-Study: ‘American Express Co.- Socio-Cultural
Influence’
• Mid Sem
Consumer Behavior Sociological Influences on Consumer Decision making
IILM-Graduate School of Management

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Consumer Behavior Individual Influences on Consumer Decision making
IILM-Graduate School of Management

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Contents
• Buyers age & stage in life cycle
• Occupation & economic circumstances
• Personality & self concept
• Lifestyle & values
• Assignment-I
Consumer Behavior Individual Influences on Consumer Decision making
IILM-Graduate School of Management

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Consumer Behavior Psychological Influences on Consumer Decision making
IILM-Graduate School of Management

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Contents
• Motivation
• Perception
• Learning
• Attitudes
• Class Test II
Consumer Behavior Psychological Influences on Consumer Decision making
IILM-Graduate School of Management

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Consumer Behavior Consumer Decision Making Process
IILM-Graduate School of Management

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Contents
• Problem Recognition
• Information search
• Alternative evaluation & choice
• Purchasing/Consumption
• Post consumption behavior
• Case-Study: ‘Health Care Search & Evaluation for
Children’
Consumer Behavior Consumer Decision Making Process
IILM-Graduate School of Management

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Consumer Behavior Consumer Influence & Diffusion of Innovation
IILM-Graduate School of Management

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Contents
• Diffusion Process
• The adaptation Process
• A profile of the consumer innovator
• Case-Study: ‘Sell High-Tech Products by Exploiting
Human Nature’
• Project
• Final Exam
Consumer Behavior Consumer Influence & Diffusion of Innovation
IILM-Graduate School of Management

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“ Does your lifestyle differ significantly from your
parents’ lifestyle? If so, how are the two
lifestyles different? What factors cause these
differences? Do you anticipate any major
changes in your lifestyle in the next five years?
If so, into which VALS segment are you likely
to belong five years from now? Explain”.
Assignment:01
Consumer Behavior Assignment
IILM-Graduate School of Management

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Analysis of Diffusion of Innovation
Identify a product, service, or style that recently was
adopted by you or some of your friends. Identify what
type of innovation it is and describe its diffusion process
up to this point in time. What are the characteristics of
the people who adopted it first? What types of people
did not adopt it? What features of the product, service,
or style are likely to determine its eventual success or
failure?
Assignment Work
There is no minimum or maximum length to this assignment, however it is not
believed that this assignment can be completed in less than 08 – 10 pages
double spaced. Last Date of Assignment submission is 18th
Aug 2011.
Consumer Behavior Project Work
IILM-Graduate School of Management

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1. Mid-Term: 20
2. Final Term: 60
3. Assignment 05
4. Case-Study Presentation/Viva: 15
Marking System
Consumer Behavior Marking System
IILM-Graduate School of Management