Professional Documents
Culture Documents
Consumer Behavior
COURSE OUTLINE 1. Course Objectives:
At the end of the course it is expected that the students will be proficient and knowledgeable about the various disciplines contribution in understanding buyer behaviour in a manner familiar with the advances in consumer research in deciphering buyer motivation, and behaviour (pre-purchase, purchase and post purchase), impact of social and cultural variables on consumption decisions equipped with frameworks to analyze consumers behaviour and use them in designing marketing strategies and in enhancing the effectiveness of marketing programmes 2. CONTENTS OF THE COURSE Module I Introduction Module II Consumer Decision Process Module III Individual Determinants of Buyer Behaviour and Internal Processes Module VI External Influences on Consumer Behaviour Module V Consumer Research COMPONENTS OF EVALUATION 1. Quizzes/Tests : 2. Assignments : 3. Project Work : 4. End-Term Examination :
2.
3.
SUGGESTED READINGS A. Books 1. Consumer Behavior: Building Marketing Strategy Del. I Hawkins, David. L Mothesbaugh Mc Graw 2. Consumer Behavior 3. Consumer Behavior Leon G Schiffman & Leslie Lazar Kanuk - Pearson Michael R. Solomon - PHI
Hill
Session 1: Introduction Consumer Behavior: Building Marketing Strategy Del. I Hawkins, David. L Mothesbaugh Mc Grwa Hill Pg 4 Pg 35
Pre-session Reading
Classroom Session Case Study Group Work (In Classroom) Assignments Conceptual Exercises/ Application Exercises/
Learning Outcome
Understand the meaning of consumption and consumer behavior. Explain the role of consumer behavior in business and society.
Prof. Krishna
Consumer Behavior
Session 2: Classroom: Learning Outcome: Workshop in IT Lab (DDB LIFE STYLE STUDY DATA ANALYSIS) Analysis of Consumer Behavior relevant to the Chapter Marketing Strategy Development
Session 3: Module II Consumer Decision Process Consumer Behavior: Building Marketing Strategy Del. I Hawkins, David. L Mothesbaugh Mc Grwa Hill Pg 542 Pg 590
Pre-session Reading
Determinants of Buyer Behaviour and Framework of Buyer Behaviour Overview of the Stages in the choice process, factors affecting each stage, and Need recognition.
Classroom Session Case Study Group Work (In Classroom) Assignments Conceptual Exercises/ Application Exercises/ Case Study Learning Outcome
Understand the activities involved in the consumer decisionmaking process. Explain the three major decision-making approaches.
Session 4: Module II Consumer Decision Process Information Gathering & Evaluation: Perceptual Mapping & Positioning: Value perception Information Search, Defining criterion for choice, mapping perceptions and value perceptions of consumers. Evaluation rules used by consumers. Mapping attributes, comparison of brands, positioning options, product and promotions related strategies. Perceived value components, generating attribute lists, mapping methods. Hyundais Turnaround Consumer Behavior: Building Marketing Strategy Del. I Hawkins, David. L Mothesbaugh Mc Grwa Hill Pg 591 Pg 700
Pre-session Reading
Classroom Session Case Study Group Work (In Classroom) Assignments Conceptual Exercises/ Application Exercises Learning Outcome
Prof. Krishna
Consumer Behavior
Session 5: Module II Consumer Decision Process
Pre-session Reading
Consumer Expectations & Perceptions: Satisfaction & Value Postpurchase Processes, Measuring satisfaction and value, Value/Satisfaction delivery process and programs. Satisfaction and retention. Quality and satisfaction.
Consumer Behavior: Building Marketing Strategy Del. I Hawkins, David. L Mothesbaugh Mc Grwa Hill Pg 701 Pg 736
Classroom Session Case Study Group Work (In Classroom) Assignments Conceptual Exercises/ Application Exercises
Vespanomics
Learning Outcome
Understand the importance of the consideration set in the decisionmaking process. Understand the factors that influence the amount of search performed by consumers.
Workshop (DDB LIFE STYLE STUDY DATA ANALYSES) Analysis of Consumer Behavior relevant to the Chapter Marketing Strategy Development
Session 7: Module III Individual Determinants of Buyer Behaviour and Internal Processes Self Concept, Needs & Brand Choice Need recognition process, gaps in self image and ideal image, why certain attributes are used for evaluating brands, importance of attributes and need strength, identifying need areas. VALS and grouping consumers. Segmentation, targeting and positioning based on self and brand images. Consumer Behavior: Building Marketing Strategy Del. I Hawkins, David. L Mothesbaugh Mc Grwa Hill Pg 483 Pg 511
Pre-session Reading
Classroom Session Case Study Group Work (In Classroom) Assignments Conceptual Exercises/ Application Exercises Learning Outcome
Discuss major traits that have been examined in consumer research. Apply the concepts of marketing strategy and marketing tactics to describe the way firms go about creating value for consumers.
Prof. Krishna
Consumer Behavior
Session 8: Module III Individual Determinants of Buyer Behaviour and Internal Processes
Pre-session Reading
Consumer Personality and Consumer Motivation Need identification and classification. Use of personality, purchase pattern to understand needs and segment markets.
Consumer Behavior: Building Marketing Strategy Del. I Hawkins, David. L Mothesbaugh Mc Grwa Hill Pg 410 Pg 443
Classroom Session Case Study Group Work (In Classroom) Assignments Conceptual Exercises/ Application Exercises Learning Outcome
Explain the way market characteristics like market segmentation and product differentiation affect marketing strategy.
Session 9: Module III Individual Determinants of Buyer Behaviour and Internal Processes Learning, Memory, Communication Applications and Behaviour Modification Different learning methods used by consumers and marketers use of same. Learning strength, generalization and discrimination, schema formation and change, positioning and repositioning. Communication objectives and techniques, hierarchy of communication effects Revlon for Men Consumer Behavior: Building Marketing Strategy Del. I Hawkins, David. L Mothesbaugh Mc Grwa Hill Pg 366 Pg 409
Pre-session Reading
Classroom Session Case Study Group Work (In Classroom) Assignments Conceptual Exercises/ Application Exercises Learning Outcome
Session 10: Module III Individual Determinants of Buyer Behaviour and Internal Processes Formation, Measurement and Modification of Consumer Attitudes Concept of attitude, measurement methods, data analysis and identification of problem areas. Attitude change methods. Market opportunity and promotional activities to assess markets and change attitudes towards products and brands. Consumer Behavior: Building Marketing Strategy Del. I Hawkins, David. L Mothesbaugh Mc Grwa Hill Pg 444 Pg 482
Pre-session Reading
Classroom Session Case Study Group Work (In Classroom) Assignments Conceptual Exercises/ Application Exercises
Prof. Krishna
Consumer Behavior
Learning Outcome
Session 11: Module III Individual Determinants of Buyer Behaviour and Internal Processes Situational Determinants of Buyer Behaviour Temporal, social, physical, task, purchase, usage, disposition and other antecedent states Ambar Health Food (Extension Plan)
Pre-session Reading Classroom Session Case Study Group Work (In Classroom) Assignments Conceptual Exercises/ Application Exercises Learning Outcome
Workshop (DDB LIFE STYLE STUDY DATA ANALYSES) Analysis of Consumer Behavior relevant to the Chapter Marketing Strategy Development
Session 13: Module IV External Influences on Consumer Behaviour Family Influences on Buyer Behaviour Joint Decision making process, influences, roles of different members, needs perceived and evaluation rules. Factors affecting the need of the family, family life cycle stage and size. Consumer Behavior: Building Marketing Strategy Del. I Hawkins, David. L Mothesbaugh Mc Graw Hill Pg 38 Pg 298
Pre-session Reading
Classroom Session Case Study Group Work (In Classroom) Assignments Conceptual Exercises/ Application Exercises Learning Outcome
Understand the different types of reference groups that influence consumers and how reference groups influence value perceptions.
Prof. Krishna
Consumer Behavior
Session 14: Module IV External Influences on Consumer Behaviour Social Class & Social Stratification Homogeneity of needs in social class, product usage norms and evaluation rules within class. Social Class stratification in India SEC, NCAER, BBDO, NRS, IRS classification of society etc. Changes in Gender perspectives.
Pre-session Reading
Consumer Behavior: Building Marketing Strategy Del. I Hawkins, David. L Mothesbaugh Mc Grwa Hill Pg 38 Pg 298
Classroom Session Case Study Group Work (In Classroom) Assignments Conceptual Exercises/ Application Exercises Learning Outcome
Describe the various types of social power that reference groups exert on members.
Session 15: Module IV External Influences on Consumer Behaviour Consumer Behavior: Building Marketing Strategy Del. I Hawkins, David. L Mothesbaugh Mc Graw Hill Pg 38 Pg 298
Pre-session Reading
Reference Groups, Opinion Leaders and Social Influences In-group versus out-group influences, role of opinion leaders in diffusion of innovation and in purchase process.
Classroom Session Case Study Group Work (In Classroom) Assignments Conceptual Exercises/ Application Exercises Learning Outcome
Comprehend the difference between informational, utilitarian, and value-expressive reference group influence.
Prof. Krishna
Consumer Behavior
Session 16 : Module IV External Influences on Consumer Behaviour
Pre-session Reading
Cultural Influences on Consumer Behaviour Understanding cultural and sub-cultural influences on individual, norms and their role, customs, traditions and value system
Consumer Behavior: Building Marketing Strategy Del. I Hawkins, David. L Mothesbaugh Mc Graw Hill Pg 38 Pg 298
Classroom Session Case Study Group Work (In Classroom) Assignments Conceptual Exercises/ Application Exercises Learning Outcome
Understand the importance of word-of-mouth communications in consumer behavior. Workshop (DDB LIFE STYLE STUDY DATA ANALYSES) Analysis of Consumer Behavior relevant to the Chapter Marketing Strategy Development
Session 18 : Module V Consumer Research Consumer Behavior: Building Marketing Strategy Del. I Hawkins, David. L Mothesbaugh Mc Graw Hill Pg 813 Pg 823
Pre-session Reading
Various methods and techniques of consumer research, reliability and validity, generalization. New Developments in the field of Consumer Research
Classroom Session Case Study Group Work (In Classroom) Assignments Conceptual Exercises/ Application Exercises Learning Outcome Session 19 & 20: Classroom: Learning Outcome: Understanding the Consumer research methods Workshop (DDB LIFE STYLE STUDY DATA ANALYSES) Analysis of Consumer Behavior relevant to the Chapter Marketing Strategy Development
Prof. Krishna