School of Business Management , NMIMS
FT MBA II Year Trimester IV 2013-2014
Post liberalization, companies in India that earlier had a very product oriented or sales oriented approach realized the need for customer orientation. It hence became imperative to know the customer not only on quantitative measures (What, how much), but also on qualitative measures (the Whys & Haws). This meant understanding the external & individual determinants affecting consumer decision-making process. The course is structured in this context.
1) To sensitize students to the behavioral dimensions that affect consumer decision-making.
2) To develop their skills in making effective marketing strategy decisions.
Pedagogy – Will involve many tools, in light of the qualitative nature of the subject. The participants will be learning through assignment, class exercises, case analysis, and article presentation besides final written examination.
Evaluation criteria – Marks out of 100.
1) Final exam – 45%
2) Assignments with presentation – 25% (Individual evaluation)
3) 2 Class exercises – 10% (Group evaluation)
4) Book /Article Presentation – 10%(Group Evaluation)
5) Case Analysis – 10% (Group evaluation)
Essential reading (Prescribed text )
Consumer Behaviour - Leon G. Schiffman & Leslie Lazar Kanuk - latest edition, Prentice Hall of India/Pearson Education India.
Consumer Behaviour (Xth Edition – 2010) Leon G. Schiffman & Leslie Lazar Kanuk & S.Rameshkumar(Pearson Publication India)
Other Texts (Recommended)
- Consumer Behavior – David L. Loudon & Albert J. Della Bitta, Latest edition, Tata McGraw Hill.
- Consumer Behavior – Michael R. Solomon, Latest edition, Pearson.
Note: Essential Readings in the following course outline mentions chapter numbers on the basis of 6th edition (International edition).
1 & 2
CONSUMER BEHAVIOUR INTRODUCTION
Why Consumer Behavior