Syllabus: Consumer Behaviour

Name of the Program: Bachelor of Business Administration(BBA)

Course Code: MM1

Name of the Course: Consumer Behaviour

Course Credits: 4.  No. of Hours per Week: 4. Total No. of Teaching Hours: 56

Pedagogy: Classroom lectures, Case studies, Tutorial Classes, Group discussion, Seminar & field work

etc.,

Syllabus: Hours

Module No.1:Introduction to Consumer Behaviour 12 Hours

Meaning, definition, and need for Consumer Behaviour, consumer and customer, Buyers and users, Industrial buyers v/s organization buyers and consumer (features only), Consumer Behaviour Models – Economic, Psychological, Input-process-output, Howard-Sheth and Industrial buying Behaviour Models. Consumer research process-Understanding consumer through Research process.

Module No.2: Consumer Behaviour Determinants 12 Hours

Factors influencing Consumer Behaviour-Internal factors-Needs & Motivations, Perception, Personality, Lifestyle, Values, Learning, Memory, Beliefs & Attitudes. External factors - Culture, Subculture, Social Class, Reference Groups, Opinion leadership, dynamics of opinion leadership process, The Motivation behind opinion leadership, Family, Person’s Age, Life cycle stage, Occupational and economic circumstances.

Module No. 3: Consumer Decision-Making Process 10 Hours 

Steps in Consumer Decision Process, The Diffusion Process-The adoption process-levels of consumer decision making-Models of consumer decision making. Industrial buyer decision-making process and factors influencing Industrial buying.  

Module No. 4: Customer Relationship Management 10 Hours 

Customer Satisfaction Vs Customer Delight - Monitoring and measuring customer satisfaction - SERVQUAL & GAP model, Basic customer satisfaction survey tools - Customer Care and Customer Service Practices – meaning, importance, and role of frontline employees in handling customer queries.  Sources of Consumer Dissatisfaction; Dealing with Consumer Complaints. CRM process, Role of CRM in customer satisfaction. 

Module No. 5: Consumerism 12 Hours 

Concept of Consumerism; Consumerism in India; Reasons for the Growth of Consumerism in India.  Consumer Rights and Responsibilities. Role of Government, NGOs and Consumer Organizations in promoting consumer awareness. 

Consumer Protection Act 1986 and 2019 – objectives and features. Consumer Dispute Redressal Agencies – District, State and National Commissions(Structure only); procedure for filing consumer complaints, 

Overview of Consumer Protection in the Digital Era. 

Skill Development Activities: 

1) Observe consumer behaviour in a retail store/ mall/ service outlet and record buying patterns and factors influencing purchase decisions.  

2) Identify buyers, users, and decision-makers for selected products or services (e.g., smartphones, family car, or household appliances). 

3) Analyze the influence of internal factors such as motivation, lifestyle, and attitudes on consumer buying behaviour for products like apparel, electronics, or food. 

4) Study the impact of external factors such as family, culture, and reference groups on consumer purchase decisions. 

5) Trace the stages of the consumer decision-making process for a high-involvement product or service 

(e.g., laptop, insurance, or higher education course). 

6) Design a simple customer satisfaction questionnaire and identify possible sources of customer 

dissatisfaction. 

7) Prepare a short presentation/ poster on consumer rights and responsibilities and discuss issues like 

misleading advertisements and unfair trade practices. 

Books for Reference: 

1. Leon. G. Schiff man & Leslve Lazer Kanuk; Consumer behaviour; 6th Edition; PHI, New Delhi, 2000. 
2. Suja.R.Nair, Consumer behavior in Indian perspective, First Edition, Himalaya Publishing House, Mumbai, 2003. 
3. David.L.Loudon &Albert J.Bitta; Consumer Behaviour; 4th Edition, Mcgraw Hill, Inc; New Delhi,1993. 
4. Ramaswamy and Namakumari, Marketing Management Global Perspective Indian Context, Chapter 12, Fifth Edition 
5. Assael Henry; Consumer behavior and marketing action; Asian Books (P) Ltd, Thomson learning, 6th Edition; 2001. 
6. JayD. Lindquist& M.Joseph Sirgy, Shopper, Buyer and Consumer Behaviour, 2003.  Blackwell; Consumer Behaviour, 2nd Edition. 
7. S. A. Chunawalla: Commentary on Consumer Behaviour, HPH. 
8. Sontakki; Consumer Behaviour, HPH. 
9. Schiffman; Consumer Behaviour, Pearson Education. 

 Note: Latest edition of reference books may be used. 

Course Objectives:

1) To introduce students to the basic concepts, importance, and applications of consumer behaviour in marketing.

2) To help students understand the internal and external factors influencing consumer buying behaviour.

3) To explain the consumer decision-making process and the role of opinion leaders and adoption patterns.

4) To develop understanding of customer satisfaction, service quality models, and complaint handling mechanisms.

5) To create awareness about consumerism, consumer rights, and ethical marketing practices in India.

Course Outcomes:

On successful completion of the course, the Students will be able to:

a) Explain the basic concepts and importance of consumer behaviour in marketing.

b) Identify and describe internal and external factors influencing consumer buying decisions.

c) Outline the stages of the consumer decision-making process and the role of opinion leaders.

d) Evaluate customer satisfaction using basic service quality and feedback tools.

e) Recognize consumer rights, consumerism, and ethical issues in marketing practices.