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HS 213: Consumer Behaviour

Course Brief
2017-18 (Semester II: January-May 2018)
Department of Humanities and Social Sciences
Indian Institute of Technology Guwahati
Instructor : Narendra K Sharma
Office : Room No 201 (HSS)
Phone : 2553
E-mail : nksharma@iitg.ernet.in
1. Class schedule and Venue: We 0900-0955, Th 1000-1055, Fr 1100-1155; Room 3202

2. Objective and Scope


Consumer behaviour refers to the processes involved when individuals or groups select, purchase, use or
dispose of products, services, ideas or experiences to satisfy needs and desires. Understanding consumer
behaviour is of key importance to a marketer.
One of the optional courses in the undergraduate (B.Tech.) programme of the institute, this course is
designed to understand concepts, tools, approaches and issues in consumer behaviour. Focus will be on
developing business practices skills and applying them to marketing situations, with specific reference to the
consumer.

3. Learning Outcomes

You should work individually and in groups to achieve the following learning outcomes.

1) Learn the key concepts and theories of consumer behaviour.


2) Learn the consumer decision-making process.
3) Learn the individual, social and environmental factors that influence consumer behaviour.
4) Learn the characteristics that describe target markets.
5) Understand the strategies marketers use to determine the positioning and targeting according to
consumer characteristics and behaviour.
6) Apply consumer behaviour theories to real-life problems.
7) Develop managerial skills (communication, teamwork, effective presentation) relevant to
professional life.

4. Course Contents and Suggested Readings

Table 1 presents the course contents. You can refer to the following texts/materials.

1. Schiffman, L. G. & Kanuk, L. L.(2007). Consumer Behavior. New Delhi: PHI.


2. Assail, H. (1998). Consumer Behavior and Marketing Action. New Delhi: Cengage Learning.
3. Other readings as announced/provided in the class.

Primary text for the course: Schiffman and Kanuk (2007)


5. Course Administration and Requirement
Learning in the course will be through individual and group activities involving class participation in case
analysis and presentation, in-class activities, quizzes and examinations.
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Class participation: Participation in discussions, answering questions, in-class exercises/activities and


preparedness for the assigned reading material will constitute class participation. The evaluative component
of class participation will include in-class activities and case discussions, which will be group based and will
count towards 20% of the final evaluation in the course.

In order to get the best out of the class participation, you are advised to form a group of seven (this number is
tentative and will be decided after the course add-drop date) students. For in-class activities, try to form
different group members for different activities; that is what your workplace is most likely to be.

Participation involves two broad components: case analysis and problem-based activity. Specific information
regarding in-class participation will be provided in the class.

Fill “Form 1: STUDENT INFORMATION SHEET” and attach your recent photograph in the
space provided. Mail soft copy as an attachment (Subject of your mail should be “HS213: Student
Information Sheet”) and submit hard copy to the instructor by 1100 A.M. on January 25, 2018.
Fill “Form 2: GROUP INFORMATION SHEET FOR IN-CLASS CASE ANALYSIS” and submit
hard copy to the instructor by 1100 A.M. on February 23 (Friday), 2018.

6. Instructions for tests (Quizzes and Examinations)

The evaluative weights of quiz and examination will be 20% and 60% respectively. There will be
two quizzes carrying equal weight. The Mid-Sem Ex will have a weight of 24% and the End-Sem
Ex of 36%.

Table 2 summarises the components with their weights.

Read the following general instructions and follow them during participation, quizzes and
tests. Additional specific instructions will be given for each test and participation as required.

(1) A test may include objective (multiple choice), short answer and/or essay type questions.
Answers will be required in an Objective Response Sheet (ORS) for the objective part of the
test. For the other two types of questions, answers will be required either in a separate answer
book or in the test paper itself in the space provided for each question.
(2) Write your answers legibly; there will generally be enough time for you to think and write.
(3) Make sure you do not have any cheat sheet, personal notes, textbook, handouts, e-
computing/communication/consultation device on person when taking the test. E-devices
include I-Phones, I-pods, cell phones, notepads, laptops, notebooks, PDAs, Blackberries, and
other texting devices. Leave all these materials outside before entering the examination hall.

7. Calendar of Important Dates

Remember these dates. The instructor will not send any reminder.
Jan 25, 2018 (Thu) Submit Form 1: Student Information Sheet (soft copy as well as hard copy)
Feb 01, 2018 (Thu) Quiz 1 (1000-1055; Room No 3202)
Feb 23, 2018 (Fri) Submit Form 2: Group Information Sheet (hard copy)
Mar 03, 2018 (Sat) Mid-Sem Exam (0900-1100; venue as announced by the Dean)
Apr 06, 2018 (Fri) Quiz 2 (1100-1155; Room No 3202)
Apr 20, 2018 (Fri) Case report submission
May 04, 2018 (Fri) End-Sem Exam (0900-1200; venue as announced by the Dean)
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Table 1. Course Contents/Tentative Session Plan

Module Topic Readings


Course Introduction
0 Course Brief
Read the Course Brief thoroughly and comply with all instructions.
I Introduction to Consumer Behaviour
1 (a) Consumer Behaviour: An Overview
2. Models of Consumers SK1 – Ch2 1, 16

3. The Consumer Research Process SK – Ch 2, 3


4. Market Segmentation and Targeting
Quiz 1 Feb 01, 2018 (Thursday)
II The Consumer as an Individual (a)
5. Consumer Motivation SK – Ch 4, 5, 6
6. Personality and Consumer Behaviour
7. Consumer Perception
8. Consumer Learning
Mid-Sem Exam March 03, 2018 (Saturday)
III The Consumer as an Individual (b)
SK – Ch 7, 8, 9
9. Consumer Attitude Formation and Change
10. Communication and Consumer Behaviour

Quiz 2 Apr 06, 2018 (Friday)


IV The Consumer’s Decision-Making Process
11. Consumer Decision Making SK- Ch 16
Case Report Submission Apr 20, 2018 (Friday)
V Consumers in Their Social and Cultural Settings
11. Reference Groups, Family and Social Class SK -Ch 10, 11, 12
12. The Influence of Culture on Consumer Behaviour

VI Readings (Self-study)
13. Subcultures and Consumer Behaviour SK -Ch 13, 14, 15
14. Cross-Cultural Consumer Behaviour
15. Consumer Influence and Diffusion of Information
End-Sem Exam May 04, 2018 (Friday)
1
SK: Schiffman and Kanuk (2007); 2CH: Chapter

Table 2. The Evaluation Scheme


Component Weight Schedule
Class Participation (Case Analysis) 10 Schedule for each case will be announced in the class
Class Participation (Problem Based Activities) 10 Schedule for each activity will be announced in the class
Quiz1 10 February 01, 2018 (Thu), 1000-1055
Quiz 2 10 April 06, 2018 (Fri), 1100-1155
Mid-Sem Exam 24 March 03, 2018 (Sat), 0900-1100
End-Sem Exam 36 May 04, 2018 (Fri), 0900-1200
Total 100
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8. Classroom Etiquette/Behaviour

You are expected to maintain a professional learning environment in the classroom by adhering to
the following classroom tenets.

You are expected to be in the classroom two minutes before the start of the scheduled as well as
announced classes. Late entry into the classroom and use of mobile devices (such as cell phone and
laptop) are some causes of distraction for the class. Avoid bringing mobile devices to the classroom;
if you do, better let them sleep.

You will lose credit for not being present in the class during presentations and participative activity.

Do not violate copyright regulations. Videotaping/audio recording/taking snapshot of faculty


lectures is copyright infringement. Use of handouts and any other material distributed by the
instructor is reserved exclusively for the IIT Guwahati students registered in HS 213.

Professional ethics require you show respect, do not cross-talk with your neighbour during the
lecture session, come prepared for the class and be attentive.

An advice: You can complete your assignments or prepare for a quiz for other courses better when
not attending the HS 213 class.

Make the classroom lively by participating in discussions.


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IIT Guwahati
Form 1: STUDENT INFORMATION SHEET
HS 213: Consumer Behaviour
Please affix your
2017-18 II Semester recent photo or
(Submit hard copy to the Instructor on January 25, 2018) paste a digital
photograph here.
space above.

Group No _________ Roll No ________________________


(To be assigned by the Instructor)

Full Name ___________________________________________


(As in Institute Register)

Registration Status CREDIT / AUDIT (Encircle what applies)

Local Contact Information

Phone _________________________ E-mail ________________________________________

Address ______________________________________________________________________

______________________________________________________________________

BTech Branch ______________________________________________________

(Do not write in the table below)

Component Marks Student’s Signature


Class participation
Case (10)
Activity (10)
Quiz
Quiz 1 (10)
Quiz 2 (10)
Mid-Sem Exam (24)
End-Sem Exam (36)
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IIT Guwahati
Form 2: GROUP INFORMATION SHEET FOR IN-CLASS PARTICIPATION
HS213: Consumer Behaviour
2017-18 II Semester
(Submit hard copy to the instructor on February 23)

Case/Activity No Case/Activity

Group Information (Write group leader’s name at serial number 1)

S No. Roll No Name (as in the Institute roll list) Signature


1
(GROUP LEADER)

Your report on the activity (continue on the reverse side of this sheet)

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