PGDM Core Subject

Consumer Behavior

Course Faculty

Faculty Photo

Dr. Alka Jain

Director | Ph.D. MBA

Willing to benefit the society and economy with her dual experience of corporate and academic fields.

Course Objective

Consumer Behavior T31

Course Objectives

  • To understand psychological, social, and cultural determinants of consumer behavior

  • To analyze consumer decision-making in digital and technology-driven markets

  • To apply AI tools for consumer insight and managerial decision-making

  • To promote ethical and sustainable consumption perspectives

Course Outcomes (COs)

After completing the course, students will be able to:

  • Explain consumer behavior concepts in traditional and digital contexts

  • Analyze consumer decisions using data, and AI applications

  • Design consumer-centric marketing strategies ethically and sustainably

SYLLABUS: CONSUMER BEHAVIOR (3 Credits | 30 Hours)

Unit

Title

  

Topics Covered

Technology / AI / Analytics Integration

I

Introduction to Consumer Behavior

  

Meaning, nature, scope; evolution of consumer behavior; interdisciplinary foundations; traditional vs digital consumers

Consumer data sources (CRM, social media); AI-based consumer profiling

II

Consumer Decision-Making Process

  

Need recognition; information search; evaluation of alternatives; purchase decision; post-purchase behavior

Recommendation systems; online reviews & ratings; sentiment analysis; personalization

III

Motivation and Consumer Needs

  

Needs, wants & demands; Maslow, McClelland; emotional vs rational motives

AI-driven emotion analytics; neuromarketing tools; behavioral data tracking

IV

Consumer Perception

  

Sensation & perception; perceptual mapping; brand image & positioning

Eye-tracking; heat maps; online brand perception analytics

V

Personality and Lifestyle

  

Personality traits; lifestyle (AIO); psychographics; self-concept

Social media personality; AI-driven psychographic segmentation

VI

Consumer Learning & Information Processing

  

Learning theories; information processing stages; memory & recall

Digital nudging; AI-based habit formation; information overload 

VII

Consumer Attitudes and Behavior

  

Attitude components; attitude formation & change; attitude–behavior gap

Sentiment analysis; AI-based attitude prediction; behavioral targeting

VIII

Communication and Consumer Behavior

  

Marketing communication process; advertising; sales promotion; digital communication; influencers

AI-generated content; chatbots

IX

Social, Cultural & Cross-Cultural Influences

  

Reference groups; family; culture & subculture; cross-cultural behavior

AI-based cultural insights; global consumer insights; vernacular personalization

X

Online, Service & Ethical Consumer Behavior

  

Online consumer behavior; service consumption; ethics; sustainable consumption

AI ethics and sustainability analytics 



 

Recommended Readings

  • Schiffman & Kanuk – Consumer Behavior
     
  • Solomon – Consumer Behavior
     
  • Kotler & Keller – Marketing Management
     
  • Selected research articles on AI and digital consumer behavior