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MBA- III SEMESTER FACULTY NAME - Dr. Ajay Kumar Rathore,Director

COURSECODE MBA209

PAPER NAME SALES &CONSUMER BEHAVIOR

L T/PCREDIT3 -

3

INTERNALMARKS

40

EXTERNALMARKS

60

METHODS OF TEACHING: PRIMARILY CLASS LECTURES FOLLOWED BY QUESTION-ANSSESSION/ CLASS TEST/ASSIGNMENTS/ CASE STUDY AT THE END OF EACH UNIT. CILIVE EXAMPLES AND LINKING IT WITH TOPICS ARE USED AS AN IMPORTANT PEDAGO

PRE-REQUISITE (S) FOR THE COURSE: The Learner should have basic knowledgMarketing Management (especially Marketing Mix), Managerial Economics, BusEnvironment, Motivation, Recruitment, Selection, Compensation. Since the students are taup this course in Third semester, it is assumed that they must have gone through the amentioned topics / subjects in their Previous semesters.COURSE OBJECTIVE:Objectives: This course aims at enabling students to understand the various aspects of

consumer behavior, the external and internal factors that influence consumer behaviouand to apply this understanding to the development of marketing strategy.LEARNING OUTCOME:

Develop an understanding of Consumer Behavior.

Develop capability to identify core issues of Consumer Behavior while conve

products into revenue.

Develop an understanding of Individual Determinants of Consumer Beha

while generating sales.

Develop confidence & capability to tackle day-to-day Sales & Distribution rel

issues efficiently & effectively.METHOD OF ASSESSMENT (A

Per G. G. S. I. P. University , New Delhi)Sl. No CRITERIA Marks

1 Class Test I 15

2

Class Test II((Individual Term Paper/Written Assignment/Project/Conductof Practical and Practical File /OB Practical and Practical file)

15

3 Individual Presentation/Viva-Voce/Group Discussion 10

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LECTURE PLANLecture No

Description Pedagogy(Lecture,

Cases, RolePlay, Labs)

PlannedWeekNo.

Remarks

1. Introduction toConsumer Behavior:

Lecture 1 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

2. Scope and Relevanceof ConsumerBehavior Studies

Lecture 1 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

3. Scope and Relevanceof ConsumerBehavior Studies

Lecture 1 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

4. Basic Model of Consumer Behavior

Lecture 2 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

5. Basic Model of Consumer Behavior

Lecture 2 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

6. Buying DecisionProcess- Problem

Recognition

Lecture 2 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,

Pearson Education7. Information Search,AlternativeEvaluation-DecisionRules- and Selection

Lecture 3 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

8. Information Search,AlternativeEvaluation-DecisionRules- and Selection

Lecture 3 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

9. Outlet Selection andPurchase

Lecture 3 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

10. Outlet Selection and

Purchase

Lecture 4 Schiffman L.G. and Kanuk L.L. (2006),

Consumer Behaviour, 9th Edition,Pearson Education

11. Post PurchaseBehavior andCustomer Satisfaction

Lecture 4 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

12. Role of Involvement;Types of BuyingBehaviour

Lecture 4 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

13. IndividualDeterminants ofConsumer Behavior

Lecture 5 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

14. Motivation; Attention,Perception and

Consumer, Imagery

Lecture 5 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,

Pearson Education15. Learning and Memory Lecture 5 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

16. Learning and Memory Lecture 6 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

17. Personality and SelfConcept

Lecture 6 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

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18. Personality and SelfConcept

Lecture 6 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

19. Consumer Attitudes Formation andChange

Lecture 7 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

20. Consumer Values andLifestyles

Lecture 7 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

21. Consumer Values andLifestyles

Lecture 7 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,

Pearson Education22. External

Determinants ofConsumer Behavior

Lecture 8 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

23. Influence of Cultureand Subculture;

Lecture 8 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

24. Influence of Cultureand Subculture;

Lecture 8 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

25. Social Class;Reference Groupsand Family

Influences.

Lecture 9 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

26. Diffusion ofInnovation,

Lecture 9 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

27. Diffusion ofInnovation,

Lecture 9 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

28. Models of ConsumerBehavior;

Lecture 10 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

29. Models of ConsumerBehavior;

Lecture 10 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

30. ResearchingConsumer Behavior

Lecture 10 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

31. Models of ConsumerBehavior;

11 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

32. ResearchingConsumer Behavior

Cases 11 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

33. Online ConsumerBehavior.

Cases 11 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

34. Revision Classes Question paper

Discussion

12 Schiffman L.G. and Kanuk L.L. (2006),

Consumer Behaviour, 9th Edition,Pearson Education

35. Revision Classes Question paperDiscussion

12 Schiffman L.G. and Kanuk L.L. (2006),Consumer Behaviour, 9th Edition,Pearson Education

BOOK BANK1. Schiffman L.G. and Kanuk L.L. (2006), Consumer Behaviour, 9th Edition, Pearson Education,New Delhi.

ESSENTIAL READINGS:Text Books

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1. Schiffman L.G. and Kanuk L.L. (2006), Consumer Behaviour, 9th Edition, PearsonEducation, New Delhi.2. Hawkins, D. I. & Best R. J. and Coney, K.A. and Mookerjee, A, (2007) Consumer BehaviouBuilding Marketing Strategy.

Tata McGraw Hill, New Delhi.

REFERENCE BOOKS:1. Solomon, Michael R. (2009), Consumer Behaviour: Buying, Having and Being, PHI

Learning Pvt. Ltd., New Delhi2. Assel Henry, (2005), Consumer Behaviour, Cengage Learning, New Delhi.3. Majumdar,R.(2010), Consumer Behaviour: Insights from the Indian Market, PHI Learning

Pvt. Ltd., New Delhi

4. Loudon, David L. and Della Bitta, J. (2002) Consumer Behaviour, 4th Edition, Tata McGraHill, New Delhi.

JOURNALS / MAGAZINES: ADDITIONAL INPUTS1. Vikalpa, Journal of IIM Ahmedabad2. Management Review, Publication of IIM Bangalore3. Decision, Journal of IIM Calcutta4. Indian Management, Journal of AIMA, New Delhi5. Harvard Business Review6. Various Business magazines such as Business India, Business Today, Business

Standard