Consumer Behaviour Notes
Subject Overview
Consumer Behaviour is the first Marketing specialisation elective — understanding why people actually buy what they buy. You'll cover the consumer decision-making process and models, the consumer as an individual (motivation, personality, perception, learning, attitude), the consumer in social and cultural settings (reference groups, family, social class, culture), and close with opinion leadership and the diffusion of innovations. This is a 6-credit elective paper across 4 units, building directly on Marketing Management from Semester 3.
Subject at a glance
4
Units
19
Topics
6
Credits
4
Infographics
Unit-wise Syllabus
4 units — open any unit for detailed topic-wise notes, diagrams and important exam questions
- Nature
- scope and importance of consumer behaviour
- the five-step consumer decision-making process
- factors affecting buying behaviour
- models of consumer decision-making
- 1Need recognition
I need a new phone
- 2Information search
Reviews, friends, ads
- 3Evaluation of alternatives
Compare brands and features
- 4Purchase decision
Choose and buy
- 5Post-purchase behaviour
Satisfaction or dissonance
Study guide
This unit introduces why consumers buy: the nature, scope and importance of consumer behaviour, the five-step decision process, the factors that influence buying and the main models of consumer decision-making. Trace your own last big purchase through the five steps.
- Consumer motivation — needs and goals
- personality theories (psychoanalytical and trait)
- consumer perception — concept and elements
- theories of consumer learning (behavioural and cognitive)
- consumer attitude and its functions
Learning is
A response to stimuli
Mental problem-solving
Key ideas
Classical and operant conditioning
Information processing, involvement
Marketing use
Jingles, rewards, repetition
Detailed comparisons, informative ads
Study guide
You study the consumer as an individual: motivation (needs and goals), personality theories, perception, theories of consumer learning (behavioural and cognitive) and attitudes with their functions. Link each theory to an advertisement you remember.
- Reference groups and factors affecting them
- family functions and family life cycle
- social class
- culture and sub-culture and their influence
- 1Bachelor stage
Young, single
- 2Newly married
No children
- 3Full nest
Young or growing children
- 4Empty nest
Children left home
- 5Solitary survivor
Retired, alone
Study guide
You study the social setting: reference groups, the family and family life cycle, social class, culture and sub-culture. Note how festivals and family structure influence buying in India.
- Introduction to opinion leadership
- diffusion of innovations
- the diffusion process
- adoption process influence
- profile of consumer innovators
- Innovators
2.5%: venturesome
- Early adopters
13.5%: opinion leaders
- Early majority
34%: deliberate
- Late majority
34%: sceptical
- Laggards
16%: traditional
Study guide
You study opinion leadership, the diffusion of innovations, the diffusion process, factors influencing adoption and the profile of consumer innovators. Apply the diffusion curve to a recent technology such as UPI or electric vehicles.
Why Consumer Behaviour Matters
Understanding why people buy is the heart of marketing, branding, advertising and product design, and consumer insight is a highly valued skill in marketing careers.
How to Prepare for Consumer Behaviour
- Observe real shopping behaviour and note the factors from the syllabus.
- Learn the five stages of the buying decision with a real example.
- Use current brand campaigns to illustrate each theory.
Consumer Behaviour: Frequently Asked Questions
What are the stages of the consumer decision-making process?
Need recognition, information search, evaluation of alternatives, purchase decision and post-purchase behaviour.
What is an opinion leader?
An opinion leader is a person whose views influence the buying decisions of others in a group.