Consumer Behavior

Course Description: 

Consumers play major role in a market place. Basically, all the business decisions made with an intention of developing constructive market mix for a product depend upon the depth of the knowledge about the consumers who form the target market. Thus, a business firm must have good understanding of the concepts and principles of Consumer Behavior to become successful and settle in the market.

Consumer Behavior is a course that deals in detail about the factors that influence a consumer’s decision of selecting, purchasing, using or disposing the product. The course studies about the implication of internal as well as external factors that affect consumer purchasing pattern and managerial decision.

Individual who study Consumer Behavior would learn about psychological processes along with social and situational influences that play role in shaping consumers’ perception and behavior. By the end of the course, the students should be able to develop an understanding about how to prepare strategic framework and learn consumers’ behavior through relevant marketing research.  

Course Objectives: 

The major aim of the course is to develop understanding in students about the concept and principles of consumer behavior and how they can be applied in solving market related problems.  Apart from this, the course helps students to…

  1. Develop an appreciation of the role of consumer behavior in existing business and market place.
  2. Learn about the processes involved in consumer decision-making, and their importance for marketers.
  3. Attain thorough knowledge about the mental processes involved in building consumers’ perceptions, attitudes and choices.
  4. Understand the concept and significance of major psychological factors that affect consumer behavior.
  5. Understand the effect of individuals and groups on consumer behavior, and to utilize this knowledge for the benefit of organization or business firm.
  6. Understand the influence of social and cultural norms and beliefs on consumer behavior.
  7. Gain better understanding of ethics and ethical issues of consumers and marketers.
  8. Apply the knowledge to construct effective marketing tactics.
Course Syllabus: 


  • The Definition and Scope of Consumer Behavior
  • Development of Marketing Concept and the Discipline of Consumer Behavior
  • Customer Value, Satisfaction and Retention
  • Marketing Ethics and Social Responsibility
  • Consumer Behavior and Decision Making

Market Segmentation

  • What is Market Segmentation?
  • Bases for Segmentation
  • Criteria for Effective Targeting of Market Segments
  • Implementing Segmentation Strategies

Consumer Motivation

  • Motivation as Psychological Force
  • The Dynamics of Motivation
  • Types and Systems of Needs
  • The Measurement of Motives

Personality and Consumer Behavior

  • What is Personality?
  • Theories of Personality
  • Personality and Understanding Consumer Diversity
  • Brand Personality
  • Self and Self Image
  • Virtual Personality of Self

Consumer Perception

  • Elements of Perception
  • Dynamics of Perception
  • Consumer Imagery

Consumer Learning

  • The Elements of Consumer Learning
  • Behavioral Learning Theories
  • Cognitive Learning Theories
  • Measures of Consumer Learning

Consumer Attitude Formation and Change

  • What are Attitudes?
  • Structural Models of Attitudes
  • Attitude Formation
  • Strategies of Attitude Change

Reference Groups and Family Influences

  • What is a Group?
  • Understanding the Power of Reference Groups
  • Selected Consumer-Related Reference Groups
  • Celebrity and Other Reference Group Appeals
  • The Family is a Concept in Flux
  • Socialization of Family Members
  • Other Functions of the Family
  • Family Decision Making and Consumption-Related Roles
  • The Family Life Cycle

Social Class and Consumer Behavior

  • What is Social Class?
  • The Measurement of Social Class
  • Lifestyle Profiles of the Social Classes
  • Social-Class Mobility
  • Geo-demographic Clustering
  • The Affluent Consumer
  • Middle-Class Consumers
  • The Working-Class and Other Non-affluent Consumers
  • The Techno-Class
  • Selected Consumer Behavior Applications of Social Class

The Influence of Culture on Consumer Behavior

  • What is Culture?
  • The Invisible Hand of Culture
  • Culture Satisfies Needs
  • Culture is Learned
  • Culture is Dynamic
  • The Measurement of Culture, Subcultures, and Cross Cultural Consumer Behavior

Consumer Influence and the Diffusion of Innovations

  • What is Opinion Leadership?
  • Dynamics of the Opinion Leadership Process
  • The Motivation Behind Opinion Leadership
  • Measurement of Opinion Leadership
  • A Profile of the Opinion Leader
  • Frequency and Overlap of Opinion Leadership
  • The Situational Environment of Opinion Leadership
  • The Interpersonal Flow of Communication
  • Opinion Leadership and the Firm's Marketing Strategy
  • The Adoption Process
  • A Profile of the Consumer Innovator

Consumer Decision Making and Beyond

  • What is a Decision?
  • Levels of Consumer Decision Making
  • Model of Consumers: Four Views of Consumer Decision Making
  • A Model of Consumer Decision Making
  • Beyond the Decision: Consuming and Processing
  • Relationship Marketing