COURSE PLAN

SECTION I

Semester V Class BBA H

Course Code BBH541 B Course title Consumer Behaviour

Hours 60 Hours per week 04

Faculty name Mr.Senthilmurugan Contact details senthilmurugan.p@christunive

rsity.in

Class policies ● Attendance shall be taken within the first five minutes of
and guidelines commencement of the session. Late coming is not encouraged
● Notebook specific for the subject must be carried for every class
hour.
● Participation in discussions during class is encouraged.
● Assignments submitted after the due date shall not be valued.
● CIA presentation schedule must be strictly adhered. Absentees
without prior permission will be marked zero.
● Eatables are not allowed in class
● Mobile phones should be switched off and kept inside the bag.

Course Consumer behaviour encompasses complex variables which

Description influence the Purchase decision of consumers. Understanding
consumer behavior is one of the fundamental requirements for any
marketer. With the introduction to the study of consumer behavior,
it covers the underlying concepts, principles and theories of the
subject and gives clear explanation on the consumer
psychographics and demographics affecting his behavior in both
individual and group buying situations. It also considers extent to
which influences of consumer’s external factors on their buying
decision process. An effective marketing mix strategy cannot be
possible to frame unless studying the behaviour of consumers.

Course  To provide good insight on consumer behavior through

Objectives individual determinants of consumers.
 To learn the cultural and social class influences on consumer
buying decisions.
 To understand the behavior pattern in Business to Business
situation.
  To understand the customer adoption process for innovations
in the market.
 To provide introduction to consumerism and benefits of
consumerism

Learning At the end of the course the student will be able to:
Outcomes for  Allow the students learn the basics of consumer behavior and
the Course understand the relevance of the subject in the realm of
contemporary business and marketing.
 Students will be able to look into buying patterns in both the
consumer and the organizational markets and analyze their
applicability in the diverse real world buying situations.
 Equip the students to be better decision makers in the field of
marketing management as well as to become better customers
themselves.
 Develop the awareness on rights and power obtainable by the
consumer through consumerism

SECTION II

Unit/ Module details Week Hours Pedagogy (teaching Resource/

(starting per learning methods Reference details
and end week used)/ activities and
dates) or class trips/ dates
for assessment

I - Introduction to 2019 4 PPT, Videos, Consumer

Consumer Behaviour June 03-8 Lecture, Q&A and Behaviour.
Introduction and to June 10- Discussion Schiffman, L.G.,
Meaning of Consumer Kanuk.L.L,&
15
Behaviour- Types of Kumar.S.R
Consumer.
(2010).Consumer
Interdisciplinary Nature
of CB- Scope and Behaviour(10thedi
Application of CB. ). Prentice Hall.
Market Segmentation
and CB- Consumer Loudon, D.L. and
Research. Bitta A.J. Della,
Consumer
Behavior, Fourth
Edition, 2002, Tata
McGraw-Hill, New
Delhi.
II- Consumer Decision 2019 4 PPT, Lecture, Q&A Consumer
making Process. June 17-22 and Discussion Behaviour.
Problem Recognition – to June 24- Schiffman, L.G.,
Pre purchase search. Kanuk.L.L,&
29
Evaluation of Kumar.S.R
alternatives –
(2010).Consumer
Purchasing process.
Post purchase behavior. Behaviour(10thedi
Models of Consumer ). Prentice Hall.
decision making and
Customer Loyalty Shopper, Buyer,
and Consumer
behavior. Jay
Lindquist,& M.
Joseph
Sirgy(2003) by
Biztantra

Consumer
Decision Making
Process Models
and their
Applications to
Market Strategy
Panwar,
Diksha; Anand,
Swati; Ali,
Farmaan; Singal,
Kanika.Internatio
nal Management
Review;
Marietta Vol. 15,
Iss. 1, (2019):
36-44.

Product
attachment and
satisfaction:
understanding
consumers' post-
purchase behavior
Mugge,
Ruth; Hendrik
N.J.
Schifferstein; Jan
 P.L.
Schoormans.The
Journal of
Consumer
Marketing;
Santa
Barbara Vol. 27,
Iss. 3, (2010):
271-
282.DOI:10.1108/
07363761011038
347

2019 CIA -1 Presentation

July 01-06

III- Individual 2019 4 PPT, Lecture, Q&A Consumer

determinants of July 08-13 and Discussion Behaviour.
Consumer Behaviour Schiffman, L.G.,
Personality – Theories, Kanuk.L.L,&
Brand personalities, Kumar.S.R
Influences in decision (2010).Consumer
making. Motivation – Behaviour(10thedi
Theories, Influence on ). Prentice Hall.
decision marking
.
Perception
Shopper, Buyer,
Learning - process and and Consumer
development behavior. Jay
Lindquist,& M.
Attitudes -. Joseph
Sirgy(2003) by
Biztantra

Factors
Influencing the
Pre-Purchase
Attitude of
Consumers: A
Study
Anilkumar,
N; Joseph,
Jelsy.IUP
Journal of
Management
Research;
 Hyderabad Vol.
11, Iss. 3, (Jul
2012): 23-53.

IV-External 2019 4 PPT, Lecture, Q&A Consumer

determinants of CB: July 01-06 and Discussion Behaviour.
Family , Age and to July 08- Schiffman, L.G.,
gender 13 Kanuk.L.L,&
Function, FLC stages, Kumar.S.R
Family decision making (2010).Consumer
Dynamics of husband Behaviour(10thedi
wife decision making ). Prentice Hall.
Role of child in decision
making Shopper, Buyer,
Women’s buying and Consumer
behaviour
behavior. Jay
Lindquist,& M.
Joseph
Sirgy(2003) by
Biztantra

The Influence of
Familial and Peer-
Based Reference
Groups on
Consumer
Decisions
Childers, Terry
L; Rao, Akshay
R.Journal of
Consumer
Research;
Oxford Vol. 19, I
ss. 2, (Sep 1992):
198.

V- Influence of Social 2019 4 PPT, Lecture, Q&A Consumer

class July 15-20 and Discussion Behaviour.
Social class categories, to July 22- Schiffman, L.G.,
Measurement of Social 28 Kanuk.L.L,&
class Kumar.S.R
Life style profiles- (2010).Consumer
VALS, AIOS Behaviour(10thedi
Social Class mobility
 ). Prentice Hall.

VI. Influence of 2019 4 PPT, Videos, Consumer

Culture and July 15-20 Lecture, Q&A and Behaviour.
Subculture on Discussion Schiffman, L.G.,
Consumer Behaviour Kanuk.L.L,&
Characteristics, Kumar.S.R
measurement of Culture
(2010).Consumer
Content analysis,
Consumer Field work Behaviour(10thedi
). Prentice Hall.

Shopper, Buyer,
and Consumer
behavior. Jay
Lindquist,& M.
Joseph
Sirgy(2003) by
Biztantra

VI- Influence of 2019 4 PPT, Lecture, Q&A Consumer

Culture and July 22-28 and Discussion Behaviour.
Subculture on to July 29- Schiffman, L.G.,
Consumer Behaviour Kanuk.L.L,&
Aug03
Kumar.S.R
Subculture- religious,
regional, racial, age and (2010).Consumer
gender. Behaviour(10thedi
Culture – Religious, ). Prentice Hall
regional, race, age and
gender.
Shopper, Buyer,
and Consumer
behavior. Jay
Lindquist,& M.
Joseph
Sirgy(2003) by
Biztantra

2019 4 CIA-II
Aug 05-10
VII-Diffusion of 2019 4 PPT, Lecture, Q&A Consumer
Innovation Aug 12-17 and Discussion Behaviour.
Innovation meaning, to Aug19 - Schiffman, L.G.,
25 Kanuk.L.L,&
Diffusion process
Kumar.S.R
Channels of
(2010).Consumer
Communication Behaviour(10thedi
Social system and time. ). Prentice Hall
Stages- adoption process
Shopper, Buyer,
Information sources
and Consumer
behavior. Jay
Lindquist,& M.
Joseph
Sirgy(2003) by
Biztantra

2019 4 CIA-III Discussion

Aug 26-31 and presentation of
the progress

VIII-Organizational 2019 4 PPT, Lecture, Q&A Consumer

Buying Behaviour Sep 02-07 and Discussion Behaviour.
to Sep 09 - Schiffman, L.G.,
Organizational buying Kanuk.L.L,&
14
behavior, Nature,
Kumar.S.R
Purpose and factors.
Organizational buying (2010).Consumer
decisions: Types, Behaviour(10thedi
process. ). Prentice Hall
Criteria for segmenting
organizational Markets.
Loudon, D.L. and
Bitta A.J. Della,
Consumer
Behavior, Fourth
Edition, 2002, Tata
McGraw-Hill, New
Delhi.

XI. Consumerism 2019 4 PPT, Lecture, Q&A Consumer

Introduction to Sep 16 -22 and Discussion Behaviour.
consumerism, to Sep 23- Schiffman, L.G.,
Consumerism in India - 28 Kanuk.L.L,&
Benefits of consumerism Kumar.S.R
(2010).Consumer
Government measures,
Behaviour(10thedi
Consumer protection
). Prentice Hall
Acts.

Loudon, D.L. and

Bitta A.J. Della,
Consumer
Behavior, Fourth
Edition, 2002, Tata
McGraw-Hill, New
Delhi.

Revision 2019 4 Discussion

Sep 30-
Oct-5

SECTION III
Assessment outline:

Assessment Component Description Weightage

CIA I Part-A A group assignment to ascertain STP strategy, 10%
and its relative SWOT analysis & evaluation on
given consumer products or services.

An individual research article writing and

submission with minimum of 4 pages on
CIA I Part-B consumer behaviour concepts 10%

CIA II Mid Semester written examination conducted for 25%

2 hours duration. Unit 1,2,3 (Topics covered up
to Diffusion of innovation)
 CIA III Real time survey on individual and external 20%
determinants of consumer behaviour and
publishing of article in any UGC recognised
journals.

End Semester Written examination conducted for 2 hours 30%

Examination duration. All units.
Attendance 05%
Total 100%

Mapping: A template to map the Learning Outcomes of the course against the components of
assessment is given below:

Components of assessment
Learning Outcomes of the course
CIA-I CIA-I CIA- CIA- ES
Part - Part - II III E
A B MSE

Allow the students learn the basics of consumer Y Y Y Y Y

behavior and understand the relevance of the subject in
the realm of contemporary business and marketing.

Explain the buying patterns in both the consumer and Y Y Y Y Y

the organizational markets and analyze their
applicability in the diverse real world buying situations.

Equip the students to be better decision makers in the Y Y Y Y

field of marketing management through a better of
consumer behavioural pattern.

Develop the awareness on rights and power obtainable Y Y Y Y Y

by the consumer through consumerism
●

SECTION IV
Assessment Description:
Individual Assignment Details - CIA-I
 1. CIA I Part –A (10 marks)
Assignment description:
A group assignment is to ascertain STP strategy, and its relative SWOT analysis & evaluation on
given consumer products or services. The last date for submitting report is 25th June.

Learning outcomes:
● Understand the significance of studying consumer behavior to framing out STP strategy
on consumer product and services.

● Understand and learn substantial segmentation criteria applied by the marketer in the
consumer market

Evaluation Rubric/s:
Support for position, accuracy, Sentence structure, transition and closing paragraph are the criteria
for evaluation.

CATEGORY 4 Marks 3 Marks 2 Marks 1 Mark

Support for Includes 3 or more Includes 3 or more Includes 2 pieces Includes 1 or
Position pieces of evidence pieces of evidence of evidence (facts, fewer pieces of
(facts, statistics, (facts, statistics, statistics, evidence (facts,
examples, real-life examples, real-life examples, real- statistics,
experiences) that experiences) that life experiences) examples, real-life
support the support the that support the experiences).
position statement. position statement. position
The writer statement.
anticipates the
reader\'s concerns,
biases or
arguments and has
provided at least 1
counter-argument.
Accuracy All supportive Almost all Most supportive Most supportive
facts and statistics supportive facts facts and statistics facts and statistics
are reported and statistics are are reported were inaccurately
accurately. reported accurately. reported.
accurately.
Sentence All sentences are Most sentences are Most sentences Most sentences
Structure well-constructed well-constructed are well are not well-
with varied and there is some constructed, but constructed or
structure. varied sentence there is no varied.
structure in the variation is
essay. structure.
Closing The conclusion is The conclusion is The author\'s There is no
paragraph strong and leaves recognizable. The position is conclusion - the
the reader solidly author\'s position restated within paper just ends.
understanding the is restated within the closing
writer\'s position. the first two paragraph, but not
 Effective sentences of the near the
restatement of the closing paragraph. beginning.
position statement
begins the closing
paragraph.
Presentation Facial expression Facial expression Facial expression Facial expression
and body language and body language and body and body
show a strong show a strong language show language depict
interest and interest and some interest and apathy or
enthusiasm about enthusiasm about enthusiasm about boredom with the
the topic the topic the topic topic.
throughout the throughout the throughout the
STP Model, but it STP Model, but it STP Model.
is not overdone. is somewhat
overdone.

Mapping the Learning Outcomes with components of the evaluation rubrics:

Learning Outcomes of the Method of assessment Component of the

assignment evaluation rubrics

Understand the significance Sources & credibility of

of studying consumer information about particular
Support for position- 4
behavior to framing out STP brand or products and
marks,
strategy on consumer application of STP of the
product and services. product correctly Accuracy – 4 marks

Sentence structure – 4 marks

Understand and learn Outcome of segmentation,

substantial segmentation targeting and positioning
Closing paragraph- 4 marks.
criteria applied by the elements and quality of report
marketer in the consumer Presentation – 4 marks
market

1. CIA -I Part –B (10 marks)

An individual research article is to be written and submitted with minimum of 4 pages on

consumer behaviour concepts. The last date for submitting report is 25th June.
Learning outcomes:
● Learn about recent trends of consumer behaviour by sourcing different articles for
citations.

● Understand and equip the research writing skills free from plagiarism by accumulate the
information from various researchers

Evaluation Rubric/s:
Introduction, Sources, sentence length, conclusion and originality of the article are the criteria for
evaluation.

Mapping the Learning Outcomes with components of the evaluation rubrics:

Learning Outcomes of the Method of assessment Component of the evaluation

assignment rubrics

.
Learn about recent trends
The pervasive coverage of the Introduction – 4 marks
of consumer behaviour by
research articles and its
sourcing different articles Sources – 4 marks
finding notes
for citations.
Sentence length – 4 marks

Understand and equip the
research writing skills free
from plagiarism by
accumulate the information
from various researchers
Extent of research article free Conclusion – 4 marks
from plagiarism
Originality of the article – 4
Students are expected to marks
submit their assignments on
or before the set deadlines and
following academic honesty
policy to be fulfilled. Failing
to do so will mean that the
internal assessment of the
concerned students would not
be marked.

The academic honesty policy

includes: Not plagiarizing the
work of others and not
colluding with fellow
students. The faculty use
Turnitin or any other relevant
software to produce a report
which clearly shows if
passages or texts in your work
have been matched with
another source. The written
submission must follow the
APA 6th ed. citation style.
 CATEGORY 4 Marks 3 Marks 2 Marks 1 Mark
Introduction The introduction is The introduction The introduction There is no clear
(Organization) inviting, states the clearly states the states the main introduction of the
main topic and main topic and topic, but does not main topic or
previews the previews the adequately preview structure of the
structure of the structure of the the structure of the paper.
paper. paper, but is not paper nor is it
particularly particularly
inviting to the inviting to the
reader. reader.
Sources (Content) All sources used All sources used Most sources used Many sources used
for quotes and facts for quotes and facts for quotes and facts for quotes and facts
are credible and are credible and are credible and are less than
cited correctly. most are cited cited correctly. credible (suspect)
correctly. and/or are not cited
correctly.
Sentence Length Every paragraph Almost all Some sentences Sentences rarely
(Sentence has sentences that paragraphs have vary in length. vary in length.
Fluency) vary in length. sentences that vary
in length.

Conclusion The conclusion is The conclusion is The conclusion is There is no clear

(Organization) strong and leaves recognizable and recognizable, but conclusion, the
the reader with a ties up almost all does not tie up paper just ends.
feeling that they the loose ends. several loose ends.
understand what
the writer is
\"getting at.\"
Originality of Similarity Index: Similarity Index: Similarity Index: Similarity Index:
the research <10 % 10-15% 16-20% 21-25%
article

CIA III (20 marks)

Survey description:
A real time survey and submission of report based on analysis of data to be submitted on
individual and external determinants of consumer behavior on any consumer products and
services with an appropriate title. The last date for submitting report is on 31stAugust 2019.
 Learning outcomes:
● Understand and apply various internal and external influencing variables on consumer
purchasing decision making.

● Evaluate and analyse most influencing internal and external variables on purchasing
decision making processes of respective products or services of consumer market.

Evaluation Rubric/s:
Sources, amount of information, quality of information, diagram & illustration and publication are
the criteria for evaluation.

CATEGORY 4 Marks 3 Marks 2 Marks 1 Mark

Sources All sources All sources All sources Some sources are
(information and (information and (information and not accurately
graphics) are graphics) are graphics) are documented.
accurately accurately accurately
documented in the documented, but a documented, but
desired format. few are not in the many are not in
desired format. the desired
format.
Amount of All topics are All topics are All topics are One or more
Information addressed by addressed mostly addressed by topics were not
comprehensive by detailed questionnaire addressed.
questionnaire with questionnaire and with scaling
appropriate scaling scaling techniques.
techniques. techniques.
Quality of Information Information Information Information has
Information clearly relates to clearly relates to clearly relates to little or nothing to
the main topic. It the main topic. It the main topic. do with the main
includes several provides 1-2 No details topic.
supporting details supporting details (review of
(review of (review of literatures and
literatures and literatures and cases) and/or
cases)and/or cases) and/or examples are
examples. examples. given.
Diagrams & Diagrams and Diagrams and Diagrams and Diagrams and
Illustrations illustrations are illustrations are illustrations are illustrations are
neat, accurate and accurate and add neat and accurate not accurate OR
add to the reader\'s to the reader\'s and sometimes do not add to the
understanding of understanding of add to the reader\'s
the topic. the topic. reader\'s understanding of
understanding of the topic.
the topic.
Publications Article is publised Article published Article published Article published
a leading journal in a reputed UGC in a UGC journal in a journal
with good impact journal
factor
Mapping the Learning Outcomes with components of the evaluation rubrics:

Learning Outcomes of the Method of assessment Component of the

assignment evaluation rubrics

Understand and apply Title, Synergy between Sources – 4 marks,

various buying influencing product or services and
variables on consumer questionnaire and analysis Amount of information- 4
products and services. tools used. marks,

Quality of information-4

Evaluate and learn most Outcome and quality of report Diagram & illustration - 4
influencing variables on marks
purchasing decision making
processes Publication – 4 marks.