Consumer Behaviour Notes
Subject Overview
The first Marketing group elective, covering consumer research and segmentation, individual determinants of consumer behaviour (motivation, personality, perception, learning, attitude), external influences (groups, family, culture, social class), and consumer decision-making models and opinion leadership. A 4-credit elective theory paper.
Subject at a glance
4
Units
20
Topics
4
Credits
4
Infographics
Unit-wise Syllabus
4 units — open any unit for detailed topic-wise notes, diagrams and important exam questions
- Scope
- importance and interdisciplinary nature
- qualitative and quantitative consumer research
- market segmentation uses and bases
- consumer behaviour in the online space
- IT and AI in consumer profiling
Demographic
Age, income, gender
Geographic
Region, urban or rural
Psychographic
Lifestyle, values, personality
Behavioural
Usage rate, loyalty, benefits sought
Digital
Online behaviour, device, AI-built profiles
Study guide
This unit covers the scope of consumer behaviour, qualitative and quantitative research, segmentation, online behaviour and the use of IT and AI in profiling. Study how recommendations on shopping sites profile consumers.
- Nature and types of motives
- personality theories and self-concept
- consumer perception and perceived risk
- behavioural and cognitive learning theories
- attitude formation theories (tricomponent, multi-attribute, cognitive dissonance) and change strategies
Cognitive
Beliefs and knowledge
Affective
Feelings and emotions
Conative
Intention to act
Study guide
You study motives, personality and self-concept, perception and perceived risk, learning theories and attitude theories and change strategies. Apply the tri-component attitude model to a brand.
- Reference groups
- family types and decision making
- family life cycle
- culture and sub-culture influence
- cross-cultural consumer behaviour
- social class categories and measurement
Reference groups
Friends, celebrities, influencers
Family
Roles in buying decisions
Social class
Status, income, occupation
Culture and sub-culture
Values, festivals, regional tastes
Study guide
You study reference groups, family decision making, family life cycle, culture, sub-culture, cross-cultural behaviour and social class. Compare buying in joint and nuclear families.
- Decision process and models (Howard Sheth, Nicosia, Engel-Blackwell-Kollat)
- opinion leadership process and profile
- diffusion of innovations and adoption process
Nicosia model
Firm-consumer communication loop
Advertising to purchase
Howard-Sheth model
Inputs, perception, learning, outputs
Brand choice
Engel-Blackwell-Kollat
Five-stage decision process
Problem recognition to post-purchase
Study guide
You study decision models (Howard-Sheth, Nicosia, EBK), opinion leadership, diffusion and adoption. Plot the diffusion of a recent product.
Why Consumer Behaviour Matters
Understanding consumers is the heart of marketing, brand and product work, and consumer insight is a valued skill in analytics and strategy.
How to Prepare for Consumer Behaviour
- Interview real consumers about a recent purchase.
- Link every model to a real brand example.
- Study cross-cultural differences.
Consumer Behaviour: Frequently Asked Questions
What is perceived risk?
Perceived risk is the uncertainty a consumer feels about the negative consequences of a purchase.