DATED : WEEK -I
WEEK- II
Week -III
Programme : BBA -5th
Semester
Dr Monika Suri
Head of School of Business
AURO UNIVERSITY
Consumer Behaviour
Introduction to Consumer Behaviour
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Consumer behaviour and models, Lecture notes of Consumer Behaviour
Different models of consumer behavior
Typology: Lecture notes
2019/2020
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DATED : WEEK -I
WEEK- II
Week -III
Programme : BBA -
th
Semester
Dr Monika Suri
Head of School of Business
AURO UNIVERSITY
Consumer Behaviour
Introduction to Consumer Behaviour
2
LEARNING OUTCOMES
After completing this course successfully you will be –
Proficient and knowledgeable about the various disciplines contribution in
understanding buyer behavior in a holistic manner
Familiar with the advances in consumer research in buyer’s motivation, and behavior
(pre-purchase, purchase and post purchase), impact of social and cultural variables on
consumption decisions
Equipped with frameworks to analyze consumers behavior and use them in designing
marketing strategies and in enhancing the effectiveness of marketing programs
Identified and understood the impact of the individual or internal influences that
determine consumer behavior.
Identified and understood the implications of the external or environmental
determinants of consumer behavior.
Dissected and analyzed the buying decision process
Understood the departures between individual and institutional buying behavior.
Complexity of Consumer Behaviour
S. No. Week Coverage
1 Week 1 &
Introduction - CB and Marketing Strategy
2 Week 3&4 Internal Influences: Motivation and Personality
3 Week 5 Internal Influences: Perception & Learning
4 Week 6,7 & 8 Internal Influences: Self Concept and Lifestyle
5 Week 9
Mid Term Test
- Week 10
External Influences: Culture & Social Class
6 Week 11 & 12 External Influences: Reference Groups & Family
7 Week 13& 14 External Influences: Opinion Leadership & Diffusion of Innovation
8 Week 15 Consumer Decision Process
9 Week 16,17 & 18 Group Projects & Presentation
Weekly Coverage
10
- WEEK
- Dr. Kiran Gardner: Module leader
- Dr. Kiran Gardner: Module leader
- WEEK
MIND- THINKING
Serving the Bottom Third
Stretches disposable income by providing goods and services at lower
prices.
Expands disposable income by providing goods and services not
previously available for the bottom of the pyramid
Increases disposable income by growing the economic activity of the
underserved society. Grameen Phone illustrates this.
Unilever’s Annapurna provides low price affordable iodized salt that
is better than cheaper non-iodized salt.
‘House-for-Life’ program offering low-cost housing solutions
Nicholas Negroponte's XO and Nova netPC personal computers.
GlaxoSmithKline and Novo Nordisk providing new essential
medicines.
Hindustan Lever’s Project Shakti which “employs” thousands of
underprivileged women as its sales force to bring its products to rural
consumers and provides them with significant disposable income
Complexity of Consumer Behaviour