Course in Consumer Behaviour

Indian Institute of Management Calcutta
In Kolkata

Price on request
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Important information

  • Course
  • Kolkata

Important information

Where and when

Starts Location
On request
INDIAN INSTITUTE OF MANAGEMENT CALCUTTA Diamond Harbour Road Joka, 700104, West Bengal, India
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Course programme

Indian market has many diversity. Apart from individual difference(demographics), a variety of psychological make ups, consumers are subjected to many social and cultural influences. Every marketer tries to know how consumers behave before, during and after purchasing any item. From the practicing managers point of view, an indept consumer insight and through understanding of consumer behaviour are essential to develop effective competitive strategies and assess market opportunities.

Published literature on this subject is today replete with numerous applications of theories from psychology, socilogy,economics etc. to know consumers action. Also, some comprehensive models have been proposed and a large number of empirical findings about the western market exist.


The objectives of this course are four fold:

A. To acquint with the conceptual issues and models of consumer behaviour from the published literature.

B. To develop an appreciation and understanding about how these behavioural science based concepts & theories can be applied to explain or understand consumer action (before, during and after the purchase) in the Indian context.

3. To help the participants' to know the diversity of Indian market ( with the help of an group assignment ) and further, enrich their analytical skills (eg; through preparation of a questionnaire with appropriate scaling techniques to study specific aspects of consumer action)

4. Finally, to understand how marketing strategies are evolved in case of specific products/ services or particular companies in the Indian market, given the diversity with respect to demographics, psychology and behavioural patterns of Indian market.


1.The course shall follow a pedagogical approach, consisting of class room presentation and group discussions on assigned topics. The instructor shall provide a list of topics and a set of text books related to this course. During the class hours he will act as a moderator.

2. For each session, every participant must throughly read the given topic from the prescribed books/ journals. (In other words, please do not come to the class if you are not aware about the specific compulsory reading).

3. Moreover, select groups must present a background material on the same topic based on the scanning of articles from different journals and books.

IV.Grading Components

1. Class Presentations & Participation: 30%

2. Group Projects (Three)

i. Topics presented in Class: 2x 10= 20%

ii. Research Instrument Preparation = 20%

3. End Term Exam / Individual Write up : 30%

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