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Great Lakes Institute of Management

Consumer Behaviour Course Packet

Nov-Dec 2012

Dr. S. Bharadhwaj

Consumer Behaviour

A very Warm Welcome to Consumer Behaviour!! The instructor’s contact details are as follows:

Dr. S. Bharadhwaj, Professor (Marketing)
Great Lakes Institute of Management, Chennai
Ph: 30809210, 96000 83102
E-Mail: bwaj@greatlakes.edu.in

The objectives of this course include the following:

• To obtain a knowledge of some basics in Consumer Behaviour. • To get an understanding of what goes in consumers’ heads and hearts before they take a decision. • To get an understanding of how consumers choose products and brands. • To appreciate the importance of managers’ knowing consumers well and that, in several instances consumer behaviour is the foundation for marketing strategy. • To appreciate the fact that Marketing Managers deal with human consumers who are not always “rational”.

Break-up of Grade

The weightage for your end-of-semester grade is allocated as follows:

|Item |Weightage (%) | |Class Participation |10 | |Group Assignment |15 | |Project |15 | |Individual Assignments (5 in all) |60 |

Prescribed Textbook

Consumer Behavior (Pearson Education), by Leon Schiffman, Lezlie Kanuk and Ramesh Kumar

Schedule of Course:

Given below is a detailed class-wise, topic-wise schedule of the course.

|Class |Date (dd/mm) |Topic/Agenda |Corresponding Chapter in Book | |No | | | | |1 |21/11 |Informal Discussion on Course, |1 | | | |Intro to CB, | | |2 |24/11 |Personality |5 | |3 |26/11 |Affect | | |4 |28/11 |Affect Contd., | | |5 |01/12 |Affect Contd. | | |6 |03/12 |Affect Contd., Attitudes |8 | |7 |05/12 |Attitudes Contd., |8 | |8 |08/12 |Attitudes Contd. |8 | |9 |15/12 |Attitudes Contd., Learning |7 | |10 |17/12 |Learning Contd. |7 | |11 |17/12 |Learning Contd. |7 | |12 |18/12 |Decision Making |14 | |13 |20/12 |Decision Making Contd. |14 | |14 |21/12 |Decision Making Contd....
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