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Course Case Map for

CONSUMER
BEHAVIOR
Case Mapping for
CONSUMER BEHAVIOR

www.etcases.com

by Leon G Schiffman | Leslie Lazar Kanuk


S Ramesh Kumar
th
10 Edition, Pearson Education

Course Case Map for

CONSUMER BEHAVIOR
Must-Read Articles / Background Notes Inventory

The Future Shopper - The Futures Company And Kantar Retail (WPP, 2013)
Neuro Economics: Science Or Science Fiction? - Jim Heskett (HBS Working Knowledge,
2007)
When Product Variety Backfires - Poping Lin (HBS Working Knowledge, 2005)
How To Delight Your Customers - Barry Berman (California Management Review, Fall 2005)
Implicit Predictors Of Consumer Behaviour - Nanci M. Puccinelli (HBS Note, 2001)
Symbols For Sale - Sydney J. Levy (HBR, 1957)
Why Do Outlet Stores Exist? - Michael Blanding (HBS Working Knowledge, 2014)
The Vector Hypothesis Of Consumer Behaviour - Warren J. Bilkey (The Journal Of
Marketing, October 1951)
Motivation, Cognition, Learning Basic Factors In Consumer Behaviour - James A. Bayton
(The Journal Of Marketing, January 1958)
Uses Of Sociology In Studying ''Consumption Behaviour - Charles Y. Glock And Francesco
M.Nicosia (Journal Of Marketing, July 1964)
Probabilistic Models Of Consumer Buying Behaviour - Alfred A. Kuehn And Ralph L.Day
(Journal Of Marketing, October, 1964)
Can Attitude Measurement Predict Consumer Behaviour - Jon G. Udell (The Journal Of
Marketing, October 1965)
A Mathematical Model For Consumer Behaviour - Benjamin Lipstein (Journal Of Marketing
Research, Vol. II (August, 1965), Pp. 259-265)
Consumer Self-Concept, Symbolism And Market Behaviour: A Theoretical Approach Edward D. Grubb And Harrison L. Grathwohl, (Journal Of Marketing, October 1967)
Can Cognitive Dissonance Theory Explain Consumer Behaviour - Sadomi Oshikawa (The
Journal Of Marketing, October 1969)
The Role Of Risk In Consumer Behaviour - James W. Taylor (Journal Of Marketing, April
1974)
Cognitive Dissonance And Consumer Behaviour: A Review Of The Evidence - William H.
Cummings And M.Venkatesan (Journal Of Marketing Research Vol. XIII (August 1976),
303-8)
Use Strategic Models To Predict Consumer Behaviour - David E. Schnedler (Sloan
Management Review, Spring 1996)
Kernels Of Truth About Marketing To Women (Knowledge@Wharton, 2000)
Uncovering Patterns In Cyber Shopping - Wendy W.Moe And Peter S. Fader (California
Management Review, Summer 2001)
Pricing And The Psychology Of Consumption - John Gourville And Dilip Soman (HBR,
September 2002)
The Customer Has Escaped - Paul F. Nunes And Frank V. Cespedes (HBR, November 2003)

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Why Consumers Dont Buy: The Psychology Of New Product Adoption - John T. Gourville
(HBS Note, 2003)
Is Less Becoming More? - James Heskett (HBS Working Knowledge, 2005)
Rediscovering Marketing Segmentation - Daniel Yankelovich And David Meer (HBR,
February 2006)
What Customers Want From Your Products - Clayton M. Christensen, Scott Cook, And
Taddy Hall (HBS Working Knowledge, 2006)
The New Indian Consumer - Ashok Gopal And Rajesh Srinivasan (HBR, October 2006)
What Happens When The Economics Of Scarcity Meets The Economics Of Abundance? James Heskett, (HBS Working Knowledge, 2006)
How To Be A Customer - John Quelch (HBS Working Knowledge, 2007)
Men Buy, Women Shop: The Sexes Have Different Priorities When Walking Down The
Aisles (Knowledge@Wharton, 2007)
Companies And Customers Who Hate Them - Gail McGovern And Youngme Moon (HBR,
June 2007)
Understanding The Want Vs. Should Decision - Sarah Jane Gilbert (HBS Working
Knowledge, 2007)
Extremeness Seeking: When And Why Consumers Prefer The Extremes - John T. Gourville
And Dilip Soman (HBS Working Knowledge, 2007)
The Next Marketing Challenge: Selling To Simplifiers - John Quelch (HBS Working
Knowledge, 2008)
Long-Tail Economics? Give Me Blockbusters! - John Quelch (HBS Working Knowledge,
2008)
The Luxury Prime: How Luxury Changes People - Sarah Jane Gilbert (HBS Working
Knowledge, 2010)
The Future Of Shopping - Darrell Rigby (HBR, December 2011)
Emotional Cues That Work Magic On Customers - Eduardo B.Andrade And Mario
Capizzani (HBR, Expert Insight, 2011)
Clay Christensens Milkshake Marketing - Carmen Nobel (HBS Working Knowledge, 2011)
What Neuroscience Tells Us About Consumer Desire - Carmen Nobel (HBS Working
Knowledge, 2012)
To Buy Happiness, Spend Money On Other People - Carmen Nobel (HBS Working
Knowledge ( VIDEO), 2013)
The Art And Science Of Sound: How Music Influences Consumers (Knowledge@Wharton,
2014)
How Our Brain Determines If The Product Is Worth The Price - Carmen Nobel (HBS Working
Knowledge, 2014)

Course Case Map for

CONSUMER BEHAVIOR
Widely-used Books for Consumer Behavior

Why We Buy:
The Science of
Shopping
by Paco Underhill,
Rick Adamson

Buyology:
Truth and Lies
About Why We Buy
by Paco Underhill,
Martin Lindstrom

Why People Buy Things


Shiny Objects:
They Don't Need
Why We Spend Money
by Pamela Danziger
We Don't Have in
Search of Happiness
We Can't Buy
by James A. Roberts

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How Customers Think:


Essential Insights into
the Mind of the
Market
by Zaltman

Spent: Sex,
Evolution, and
Consumer Behavior
by Geoffrey Miller

Consumerology:
The Myth of Market
Research, the Truth
About Consumers
and the Psychology
of Shopping
by Philip Graves

Cracking the Code:


Leveraging Consumer
Psychology to Drive
Profitability
by

Why She Buys:


Sway: The Irresistible
The New Strategy
Pull of Irrational
for Reaching the
Behavior
Worlds Most Powerful
by Ori Brafman,
Consumers
Rom Brafman
by Bridget Brennan

Call of the Mall:


The Geography of
Shopping by the
Author of
Why We Buy
by Paco Underhill

Decoding the
New Consumer Mind:
How and Why
We Shop and Buy
by Kit Yarrow

The Art of Choosing


by
Sheena Iyengar

Buying In:
What We Buy
and Who We Are
by Rob Walker

Born to Buy:
All the Money
A Groundbreaking
in the World:
Expos of a Marketing What the Happiest
Culture That Makes
People Know
Children "Believe
About Wealth
They Are What They by Laura Vanderkam
Own." (USA Today)
by Juliet B. Schor

Course Case Map for

CONSUMER BEHAVIOR
Hollywood Classics

What Women Want

Minority Report

Jobs

Cadillac Man

Good Will Hunting

Tin Men

The Prime Gig

The Pursuit of Happyness

The Sandlot

Confessions of a
Shopaholic

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Touching the Void

Course Case Map for

CONSUMER BEHAVIOR
List of Mapped ET Cases Case Studies for Consumer Behavior
S.No. Chapter
1

Case Study/
Case Flyer/Case Brief

Key Concepts

S.No. Chapter

Case Study/
Case Flyer/Case Brief

Key Concepts

Chapter I: Consumer
Behavior: Meeting
Changes and
Challenges

A Lifetime in a Decade

Consumer Behavior and Shifts in Consumer Behavior; Consumer


Behavior and Indian Consumer; Consumer Behavior and Paradigm
Shifts; Market Manifestations; Consumer Behavior and Millennials;
Consumer Behavior and Social Networks; Indian Consumer Market

11

Colgate's SlimSoft
Charcoal Toothbrush
in India: Bristling with
Buzz Marketing

Buzz Marketing and Consumer Behavior; Buzz Marketing and


Communication; Viral Marketing; Word of Mouth Marketing;
Brand Communities; Buzz Marketing in India; Integrated Marketing
Communication; Buzz Marketing and Opinion Leaders

Chapter II:

Consumer Behavior@
Airport Retail Outlets:
Vineet Vermas
Consumer Research
Dilemmas

Consumer Research; Consumer Research and Consumer behavior;


Consumer Research for Airport Retail; Consumer Research and
Quantitative research; Consumer Research and Qualitative research;
Consumer behavior at airports; Consumer behavior at Indian
airports; Consumer Research for retailing

12

Communication and
Advertising Appeals:
Consumer
(Dis)Connect?

Advertising Appeals and Consumer Behavior; Abrasive Advertising;


Consumer Communication; Customer value proposition;
Advertising Appeals and Celebrities; Visualizers and Verbalizers;
Advertising Appeals and Benefits of a Brand's Value Proposition

Customer Experience
as Segmentation Basis:
The Luxury in
Question

Customer Experience; Customer Experience and Brand Experience;


Customer Experience and Segmentation; Customer Experience as
Segmentation Basis; Customer Experience and Price Pyramid;
Customer Experience and Differentiation; Customer Loyalty

DBS Bank's Chilli


Paneer Campaign:
Communicating with
Conversation Starters

Communication and Consumer Behavior; Communication and the


Channels of Communication; Communication and Target Consumers;
Communication and Digital Media; Social Media; New Media;
Communication and Emotional Resonance

Customer Experience
@ Shopping Malls:
Influencing Customer
Motives and Needs

Consumer Motives and Experience; Consumer Motives and


Motivation; Consumer Motives and Needs; Consumer Needs;
Customer Experience; Consumer Motives and Shopping Malls;
Consumer Motives and Maslow's Hierarchy of Needs

Ariel Indias Share the


Load Campaign:
Influencing
Husband-Wife
Decision-Making?

Husband-Wife Decision Making; Husband-Wife Decision Making and


Social Class; Husband-Wife Decision Making and the Family;
Husband-Wife Decision Making and Indian Family; Family Life Cycle
Spousal Joint Purchase Decision Matrix Model; Family Decision
Making; Husband-Wife Decision and Share the Load Campaign

Chandni Chowk and


Consumer Personality

Consumer Personality & Freudian, Neo-Freudian and Trait Theories;


Legacy Shopping destinations; Brick and Mortar stores; e-commerce;
Consumer Personality & Ethnocentrism, Cosmopolitanism; Consumer
Personality & Dogmatism, OSL, Social Character;
Consumer Personality & Selling Techniques; Brand Personality

Indian Weddings:
Cultural Canopies?

Influence Of Culture On Consumer Behavior; 3 Levels Of Subjective


Culture; Enculturation; Acculturation; Indian Weddings; Cross
Cultural Marriages; Language & Symbols; Rituals; Cultural Customs;
Beliefs; Bollywood and Indian Weddings

The Consumer
Research Process

Chapter III: Market

Segmentation
and Strategic
Targeting
4

Chapter IV:

Consumer
Motivation
5

Chapter V:

Personality and
Understanding
Consumer
Behavior
6

Chapter V & Chapter VIII:

Visualizers vs
Verbalizers Consumers
Cognition and
Marketers Conviction

Visualizers and Verbalizers; Consumer Personality; Consumer


Attitudes; Consumer Personality and Motivation; Consumer
Personality and Cognition; Learning; Visualizers and Verbalizers;
Consumer Personality and Tri-Component-Attitude Model

Chapter VI:

Jockey Product
Positioning Strategies

Product Positioning; Positioning and Consumer Perception; Product


Positioning and Consumer Imagery; Product Attributes; Product
Positioning models; Strategic Positioning; Integrated Marketing;
Omni channel Marketing; Competitive Advantage

Consumer
Perception
8

Chapter VII:

Consumer
Learning

Chapter VIII:

Consumer
Attitude
Formation and
Change
10

Chapter IX:

Communication
and Consumer
Behavior

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KFC India Relishing


Consumer Learning; Behavioral Learning; Brand Equity; Brand
on Consumer Learning? Loyalty; Cognitive Learning; Information Processing; Instrumental
Conditioning; Reinforcement- Positive & Negative; Sensory Stores;
Cues; Response; Stimulus Response Learning; Tri-Component Model;
Chunking; Retrieval

Chapter IX:

Communication
and Consumer
Behavior
Chapter IX:

Communication
and Consumer
Behavior
13

Chapter IX:

Communication
and Consumer
Behavior
14

Chapter X:

The Family
and Social Class

15

Chapter XI: Influence

of Culture on
Consumer
Behavior
16

Chapter XI: Influence

of Culture on
Consumer
Behavior
17

Chapter XII:

Cross-Cultural
Consumer
Behavior: An
International
Perspective
18

Chapter XIII:

Consumers and
the Diffusion of
Innovations

Consumer Reviews and


Consumer Attitudes:
Honest Feedback and
Confused Behaviour?

Consumer Reviews and Consumer Behaviour; Consumer Attitudes;


Consumer Reviews and Tri-Component Attitude Model; Multi
Attribute Attitude Model; Trying-to-Consume Model; Consumer
Reviews and Attitude-Toward-the-Ad Model; Consumer Reviews
and Social Media

19

Hindustan Unilever's
Kan Khajura Tesan:
'On-Demand'
Consumer
Communication

Advertising; Communication and Hindustan Unilever Limited;


Communication and rural consumers; Communication and
entertainment content; Communication and media dark regions;
Communication and cultural relevance; Communication and price
sensitive consumers

20

Chapter XIV:

Consumer
Decision Making
and Beyond
Chapter XV:

Marketing Ethics
and Social
Responsibility

The Indian Consumer Consumer Behavior and Consumer Markets; Indian Consumer;
Market: Deprived to
Indian Consumer Markets; Consumer Behavior and Millennials;
Democratic?
Consumer Behavior Motivation; Consumer Behavior and Lavidge and
Steiner's Model; Consumer Behavior and 4Ps of Marketing
Chinese Mobile Brands Cross-Cultural Consumer Behavior; Cross-Cultural Consumer Behavior
and Cross-Cultural
and Acculturation; Cross-Cultural Consumer Behavior and Chinese
Consumer Behavior
Brands; Cross-Cultural Consumer Behavior and Made in China; CrossCultural Consumer Behavior and Communication Strategies; CrossCultural Consumer Behavior and World Brands; Cross-Cultural
Consumer Behavior and Country of Origin Effects
Hector Beverages
Paper Boat: Diffusing
Innovation through
Drinks and Memories

Innovation Diffusion; Innovation Diffusion and Culture; Innovation


Diffusion and Communication Channels; Innovation Diffusion and
Social System; Adoption Process; Paper Boat; Strategic Positioning;
Innovation Diffusion and Category Creators

Godrej Expert Range


of Hair Colors: Indian
Consumers Dyeing
Decisions

Consumer Decision-making; Decision-making Levels;


Maslow's Hierarchy of Needs; 4 views of Consumer Decision-making;
Model of Consumer Decision-making; The Role of Needs and Style;
Hair Dyeing Products in India; Hair Dyeing Brands in India;
5Ps of Godrej Expert Rich Hair Crme; Hair Color Market in India

Indian Advertisements,
Indian Consumers and
Ethical Conundrum:
Confusopoly?

Marketing Ethics and Social Responsibility; Manipulating Consumers;


False or Misleading Advertisements; Exploitive Targeting;
The perils of Consumers Precision Targeting; Covert Marketing;
Tinkering with Consumer Perceptions; Cause Related Marketing;
Marketing Ethics and Social Responsibility and Consumer Ethics

S.No.

S.No.

Mapping for Chapter I:


Consumer Behavior: Meeting Changes and Challenges

CASE FLYER

Mapping for Chapter II:


The Consumer Research Process

CASE STUDY

Consumer Behavior@Airport Retail Outlets:


Vineet Vermas Consumer Research Dilemmas

A Lifetime in a Decade
Abstract:

Abstract:

This case flyer, based on the accompanying article from The Economic Times, enables a discussion on a
few defining paradigm shifts in Indian consumer behavior over the last decade. What differentiates the
Indian consumer of 2014 from the Indian consumer of 2005? Largely the transformation was all about the
Indian consumer being a market maker than a market taker. The Indian consumer has been empowered to
be a market maker with heightened global integration, ubiquitous technology, emboldened social
networks and the resulting new discourse on lifestyles and self-embellishments. Not just that a consumer
is empowered but he is empowering others over the powerful social, digital and mobile platforms.
Enriched with instantaneous information, the ever-discerning consumer has become even more
demanding. How should marketers gear up to stand up and deliver to the intriguing Indian consumer?

How can Consumer Research process be used to aid decision-making? How to connect the consumer
research process with business dilemmas? Presented through, a first generation successful entrepreneur,
Mr.Vineet Vermas (Vineet) dilemmas, this case study can be used very effectively to sensitize the
participants/students to connect consumer research process with Vineets business dilemmas.
While seemingly convinced by the retailing potential of his ethnic food retail outlet in Hyderabad
International Airport (HIA), Vineet was unsure of the preferred business architecture place, price points,
packaging sizes and types, etc. Given the dynamics of the potential growth of air traffic in India, and
increasing airport retailing in India, would an ethnic food retail outlet stand a fair chance of success? How
to define the research objective and design the appropriate consumer research process to address
Vineets business dilemmas outlined in the case study? Which kind of research techniques Qualitative or
Quantitative would be appropriate to take a decision?

Pedagogical Objectives

To understand some of the most defining characteristics of Indian consumers over the last decade (2005-2014) and
most importantly, examine the market manifestations of the same

To discuss and debate on the implications of these paradigms for the marketers and to identify the marketers
responses

Pedagogical Objectives

To examine the role of millennials in setting new marketing agendas

To identify the relevant and appropriate consumer research technique/tool with the given business requirement

To sensitize the criticality of defining a research objective and understanding its efficacy in resolving research
dilemmas

To familiarize with designing an elaborate consumer research process to address business dilemmas

Key Concepts/Keywords
Consumer Behavior and Shifts in Consumer Behavior; Consumer Behavior and Indian Consumer; Consumer Behavior
and Paradigm Shifts; Consumer Behavior and Market Manifestations; Consumer Behavior and Millennials; Consumer
Behavior and Social Networks; Consumer Behavior and Indian Consumer Market

Key Concepts/Keywords
Consumer Research; Consumer Research and Consumer behavior; Consumer Research for Airport Retail; Consumer
Research and Quantitative research; Consumer Research and Qualitative research; Consumer behavior at airports;
Consumer behavior at Indian airports; Consumer Research for retailing

Chapter Reading/Background Material:

Delshad Irani, The millennial paradox: How to deal with a generation packed with contradictions,
http://articles.economictimes.indiatimes.com/2013-12-11/news/45080590_1_millennial-gen-y-tough-nut,
December 11th 2013 (accessed date: March 3rd 2015)

Chapter Reading/Background Material:

Leon G. Schiffman, et al., Chapter II: The Consumer Research Process- Consumer Behavior, Pearson Publications
10th Edition, 2010

Gurcharan Das, India Unbound: From Independence to Global Information Age, Penguin India, 2012

Traveller Behaviour in India, www.adnear.com/pdf/insights-on-air-travellers-India.php, 20122013

Rama Bijapurkar, We are Like That Only: Understanding the Logic of Consumer India, Penguin Group, 2009

Alka Sharma and Ankita Nanda, Impulse buying at airport terminals: A case of Indian consumers, Asian
Journal of Management Research, ISSN 2229 3795, Volume 3, Issue 1, 2012

Damodar Mall, SUPERMARKETWALA: Secrets to Winning Consumer India, Random House, 2014

Santosh Desai, Mother Pious Lady - Making Sense of Everyday India, HarperCollins India, 2014

Rama Bijapurkar, A NEVER-BEFORE WORLD: Tracking the Evolution of Consumer India, Penguin Books India,
2013

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Course Case Map for

CONSUMER BEHAVIOR

S.No.

S.No.

Mapping for Chapter III:


Market Segmentation and Strategic Targeting

CASE STUDY

Mapping for Chapter IV:


Consumer Motivation

CASE FLYER

Customer Experience @ Shopping Malls:


Influencing Customer Motives and Needs

Customer Experience as Segmentation Basis:


The Luxury in Question
Abstract:

Abstract:

This Case Study is meant to trigger a discussion on whether customer experience (brand experience) can
be considered as a segmentation basis? With intense competition among the organized players in every
industry (especially B2C and C2C Categories) along with the ever-increasing competition from
unorganized players with ever-discerning and demanding consumers, the marketers face a daunting task
to differentiate their products/services. Presented in a dialogue (between participants of an MBA and
Executive MBA program) format, this case study, presupposing a basic understanding of traditional
segmentation bases (Demographic, Psychographic, Geographic, Behavioral including VALS & PRIZM
models, etc.), attempts to contest the idea of customer experience as a new segmentation basis. What
kind of companies should attempt to adopt customer experience as a segmentation basis? How should
customer experience be designed and delivered? Would customer experience as a segmentation basis be
more pertinent to the Luxury segment than other segments?

This case flyer is based on an article from The Economic Times and enables a discussion on whether and
how shopping malls influence consumer motives and needs. While e-commerce growth (as
demonstrated by a number of firms and y-o-y growth figures of Flipkart, Snapdeal, Jabong, etc.) indicates
the macro trends of consumer buying preferences, shopping malls woke up to considerably reduced
number of shoppers. Having made huge investments, shopping malls are pulling out every stop to
rechristen customer experience to engage with the discerning and demanding Indian consumers. Having
been exposed to lucrative and compelling online offers and exotic customer experience, offline (at
shopping malls) consumers are fed with several extrinsic motive to oscillate on their preferences, who
would have the last laugh?
Pedagogical Objectives

Pedagogical Objectives

To revisit and review the relevance of market segmentation bases (Demographic, Geographic, Psychographic and
Behavioral including VALS & PRIZM) in the light of intense competition between companies of an industry and
rivalry from private labels as well as unorganized sector players

To analyze and debate on what kind of companies/industries this customer experience can be a deliverable
segmentation basis

To discuss and debate the possibility and scope of designing and delivering customer experience across the price
pyramid for a product line

To examine whether and how shopping malls influence consumer motives and needs

To discuss and debate on how the straddling consumers(straddling between online and offline) extrinsic motives
get influenced and shaped by malls and online stores

To have an overview of the business architecture of shopping malls and the imminent threat of burgeoning ecommerce activity

Key Concepts/Keywords
Consumer Motives and Experience; Consumer Motives and Motivation; Consumer Motives and Needs; Consumer
Motives and Customer Experience; Consumer Motives and Shopping Malls ; Consumer Motives and Consumer Needs;
Consumer Motives and Maslow's Hierarchy of Needs

Key Concepts/Keywords
Customer Experience; Customer Experience and Brand Experience; Customer Experience and Segmentation; Customer
Experience as Segmentation Basis; Customer Experience and Price Pyramid; Customer Experience and Differentiation;
Customer Experience and Customer Loyalty

Chapter Reading/Background Material:

B. Joseph Pine I and James H. Gilmore, Welcome to the Experience Economy, Harvard Business Review, JulyAugust 1998

Christopher Meyer and Andre Schwager, Understanding Customer Experience, Harvard Business Review,
February 2007

Chapter Reading/Background Material:

Leon G. Schiffman, et al., Market Segmentation and Strategic Targeting, Consumer Behavior, 10th Edition,
Pearson Publications, 2010

B. Joseph Pine II and James H. Gilmore, Welcome to the Experience Economy, Harvard Business Review, JulyAugust 1998

Alex Rawson, et al., The Truth About Customer Experience, Harvard Business Review, September 2013

Theodore Kinni, What Experience Would You Like with That?, Strategy + Business, Booz & Co., August 24th
2010

Mall Management - A Growing Phenomenon in Indian Retail Industry, http://www.magicbricks.com/


mbimages/appimages/MallMgt-low.pdf, 2007

Customer Centric Retailing Now You Know What Your Customers Really Want, Roland Berger Strategy
Consultants, 2010

Rohit Chadha, Mall Strategies for Establishing Successful World Class Malls, http://www.cedarconsulting.com/pdf/Mall%20Strategies.pdf

Bruce D. Temkin, The Customer Experience Journey, Forrester Research Inc., September 17th 2008

Alex Rawson, et al., The Truth About Customer Experience, Harvard Business Review, September 2013

John DeVine and Keith Gilson, Using Behavioral Science To Improve The Customer Experience, McKinsey
Quarterly, February 2010

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Course Case Map for

CONSUMER BEHAVIOR

S.No.

S.No.

Mapping for Chapter V:


Personality and Understanding Consumer Behavior

CASE FLYER

Mapping for Chapter V: Personality and Understanding ... &


Chapter VIII: Consumer Attitude Formation and Change

CASELET

Visualizers vs Verbalizers:
Consumers Cognition and Marketers Conviction

Chandni Chowk and Consumer Personality


Abstract:

Abstract:

This Case Flyer and the base article can be used to relate the underlying theoretical constructs of
personality and self-conceptare to consumer behavior at some of Indias oldest retail and wholesale
marketplaces. Touted as poor mans shopping destinations existing over centuries, these shopping
destinations continue to attract consumers from the entire economic and social milieus. Despite the
growing popularity of high-street shops, high-end shopping malls, ubiquitous presence of e-commerce
companies attracting consumers in groups, etc., the traditional shopping destinations continue to draw
crowds especially during festive seasons. Are the theories of personality (Freudian, Neo-Freudian and
Trait theories) related in some manner with the consumer behavior at the traditional brick-and-mortar
and legacy shopping destinations? This case flyer also enables to identify the kind of traits these
customers exhibit, to gain an understanding of which might help the marketers to attract appropriate
customers?

This caselet, based on an exercise format, would be useful in building on the theoretical constructs of
consumer personality. Specifically this caselet can be used to analyze the importance and behavioral
connotations (cognitive personality factors) of visualizers and verbalizers. While visualizers and
verbalizers process the information in different ways, what are the underlying cognitive factors? How can
Tri-Component-Attitude Model (Beliefs-Affect-Behavioral Intentions) help in understanding the
underlying cognitive factors of the way the consumers process information? How should marketers
interpret the differences between visualizers and verbalizers from the point of their marketing
communications?

Pedagogical Objectives

To understand the importance of cognitive personal factors in a consumers buying decision process and discuss on
how Motivation-Cognition-Learning framework is embedded into consumers cognitive process

To examine how visualizers and verbalizers process the communication to make an appropriate buying decision,
using Tri-Component-Attitude Model

Pedagogical Objectives

To have an overview of the efficacy of personality theories (including Trait theory) to understand the relationship
between personality and consumer behavior in the light of consumers at some of Indias oldest marketplaces

To discuss and debate on the factors contributing to the continuing success of some of Indias oldest wholesale
marketplaces, brick-and-mortar marketplaces vis--vis the emergent high-end shopping malls and high-street
shops

Key Concepts/Keywords
Visualizers and Verbalizers; Consumer Personality; Consumer Personality and Consumer Attitudes; Consumer
Personality and Motivation; Consumer Personality and Cognition; Consumer Personality and Learning; Consumer
Personality and Tri-Component-Attitude Model; Consumer Personality, Visualizers and Verbalizers

To discuss and debate on the relationship between consumer personality and Brand personality

Key Concepts/Keywords

Chapter Reading/Background Material:

Consumer Personality & Freudian, Neo-Freudian and Trait Theories; Consumer Personality & Legacy Shopping
destinations; Consumer Personality & Brick and Mortar stores ; Consumer Personality & e- commerce; Consumer
Personality & Ethnocentrism, Cosmopolitanism; Consumer Personality & Dogmatism, OSL, Social Character; Consumer
Personality & Selling Techniques; Consumer Personality & Brand Personality
Chapter Reading/Background Material:

Leon G. Schiffman, et al., Personality and understanding Consumer Behavior, Consumer Behavior, 10th
Edition, Pearson Publications, 2010

Leon G. Schiffman, et al., Consumer Attitude Formation and Change, Consumer Behavior, 10th Edition,
Pearson Publications, 2010

Andrew L.Mendelson and Esther Thorson, How Verbalizers and Visualizers Process the Newspaper
Environment, Journal of Communication, International Communication Association, 2004

Leon G. Schiffman, et al., Chapter 5: Personality and Consumer Behavior, Consumer Behavior, 10th Edition,
Pearson Publications, 2010

Sumitra Nair, Top 10 Places for Street Shopping in India, http://idiva.com/photogallery-style-beauty/top-10places-for-street-shopping-in-india/15951/11, September 19th 2012 (accessed date: November 4th 2014)

Maria Kozhevnikov, et al., Revising the VisualizerVerbalizer Dimension: Evidence for Two Types of
Visualizers, Cognition and Instruction, Taylor & Francis, Ltd., Volume 20, No.1, 2002

Visiting an old market place as well as high-end shopping mall and high-street store is mandatory to understand the
differences between these two kinds of shopping centres and most importantly to delve into the underlying motives
of the same

Laura J. Massa, et al., Testing the ATI hypothesis: Should multimedia instruction accommodate verbalizervisualizer cognitive style?, Science Direct, http://citeseerx.ist.psu.edu/viewdoc/download?doi=
10.1.1.363.5135&rep=rep1&type=pdf, 2006

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Course Case Map for

CONSUMER BEHAVIOR

S.No.

S.No.

Mapping for Chapter VI:


Consumer Perception

CASE FLYER

Mapping for Chapter VII:


Consumer Learning

CASE STUDY

KFC India Relishing on Consumer Learning?

Jockey Product Positioning Strategies


Abstract:

Abstract:

This case flyer and the base article can be used for understanding the context of developing sustainable
product positioning strategies. The case flyer highlights how the worldclass innerwear brand, Jockey
adhered to its product positioning strategy over the years and yet continues to dominate its product
category. Page Industrys (licensee and franchisee) Jockey brand continues to be the market leader in the
innerwear product category with its product-focused positioning strategies over the decades. The
innerwear segment in India is cluttered and most of the time, the mens innerwear positioning had
revolved around the overt machismo (often endorsed by Bollywood film stars and positioned to invoke
sex appeal). While other brands largely portrayed innerwear as a seduction accessory, Jockey braved
the head winds and adhered to its unique positioning, Jockey or Nothing. How did Jockey sustain its
winning streak to stay relevant? How did it reinvent itself with the same positioning strategy over the
decades?

This case study aims to introduce the students/participants to the process of consumer learning and to
understand its implications on consumption behavior. It studies how consumers responded to KFCs
differentiated marketing strategies thereby developing and retaining brand loyalty. By observing and
gauging consumer responses, KFC came out with unique menu offerings. KFC began as a road side eatery
joint to being ranked second amongst the Top 10 Global Food Brands listed in Forbes. Will KFC be able to
effectively influence consumer decision-making and tickle the Indian palate? Having learnt the changes in
consumer behavior, can these factors be used to influence the buying traits of the consumers in the long
run?

Pedagogical Objectives

Pedagogical Objectives

To understand the relationship between positioning strategy and consumer imagery (i.e., how positioning
statements influence consumer imagery) and discuss on the positioning platforms in innerwear product category
vis--vis other product categories

To understand how the innerwear brand, Jockey (through its Indian franchisee Page Industries India Limited), stayed
relevant over the decades with its focused product-specific positioning in its product category without having any
borrowed brand equity (through brand endorsers)

To understand the relationship between how an individual/consumer learns and the expected consumer behavior

To examine the differences between behavioral learning and cognitive learning and to analyze the operation of the
same in case of KFC Indias consumers

To discuss and debate on the possible consumer learning outcomes and conceptualize the same for KFC India

Key Concepts/Keywords
Consumer Learning; Behavioral Learning; Brand Equity; Brand Loyalty; Cognitive Learning; Information Processing;
Instrumental Conditioning; Reinforcement- Positive & Negative ; Sensory Stores; Cues; Response; Stimulus Response
Learning; Tri-Component Model; Chunking; Retrieval

To analyse the desirability of strategic fit between positioning, distribution network and marketing communication
in the light of Jockeys sustained product-focused positioning strategy

Chapter Reading/Background Material:


Key Concepts/Keywords
Product Positioning; Positioning and Consumer Perception; Product Positioning and Consumer Imagery; Product
Positioning and Product Attributes; Product Positioning models; Product Positioning and Strategic Positioning; Product
Positioning and Integrated Marketing; Product Positioning and Omni channel Marketing; Product Positioning and
Competitive Advantage
Chapter Reading/Background Material:

Leon G. Schiffman, et al., Consumer Perception, Consumer Behavior, 10th Edition, Pearson Publications, 2010

Advertisements of Jockey Brand Watch Jockeys advertisements across the media Print, Digital and OOH

www.etcases.com

Leon G. Schiffman, et al., Consumer Learning, Consumer Behavior,10th Edition, Pearson Education, Inc., 2010

KFCs Great Divide, https://www.youtube.com/watch?v=fpPXdw8uYmY, April 29th 2014

Social Media Case Study: How KFC India Boosted its Social Media Presence, https://www.youtube.com/
watch?v=lZsVORnp0kI, January 2nd 2014

Radio KFC RJ Hunt Facebook App - Case Study Video, https://vimeo.com/74379122, September 12th 2013

KFC Currycature, https://www.youtube.com/watch?v=q96ftbETlSk, September 12th 2013

The thinker and The Shopper: Four Ways Cognitive Technologies Can Add Value To Consumer Products,
Deloitte University Press, 2015

Made for India: Succeeding in a Market Where One Size Wont Fit All, http://knowledge.wharton.upenn.edu/
article/made-for-india-succeeding-in-a-market-where-one-size-wont-fit-all/, March 12th 2009

Elizabeth Friend, Third-Ranked KFC is Winning the Fast Food Battle in India For Now,
http://blog.euromonitor.com/2013/12/third-ranked-kfc-is-winning-the-fast-food-battle-in-india-for-now.html,
December 24th 2013

Course Case Map for

CONSUMER BEHAVIOR

S.No.

S.No.

Mapping for Chapter VIII:


Consumer Attitude Formation and Change

CASE STUDY

10

Mapping for Chapter IX:


Communication and Consumer Behavior

CASE STUDY

Hindustan Unilevers Kan Khajura Tesan:


On-Demand Consumer Communication

Consumer Reviews and Consumer Attitudes:


Honest Feedback and Confused Behavior?
Abstract:

Abstract:

This case studys objective is to assess whether and how online consumer reviews affect consumers
attitudes. Presented through the dilemmas of the protagonists of the case study Sumanth and Geeta
this case study outlines, based on research reports, several reasons as to why consumer reviews became
quite ubiquitous, especially in the digital age. However, with fake reviews and paid reviews, how would a
consumer sieve the information? Would consumers attitudes swing based on consumer reviews either
positive or negative? For what kind of product/service categories, online consumer reviews would make a
significant difference?

This case study aims to illustrate the importance of innovative consumer communication strategies. This
is a case of turning an adversity into an advantage. Hindustan Unilever Limited (HUL), Indias largest fast
moving consumer goods company, set a world record with Indias first free and on-demand
entertainment mobile radio channel Kan Khajura Tesan (KKT) for receiving the maximum number of
missed calls (72 lakh) in 120 hours. KKT has been named the best marketing campaign in the world
according to the annual WARC 100 rankings. In October 2013, HUL launched Kan Khajura Tesan (KKT)
this implied earworm station in English a free and on-demand entertainment radio mobile channel in
Bihar. To enjoy the service, a user had to give a missed call to a certain number. A few seconds later, he/she
would be called back and could listen to 18 minutes of Bollywood music, jokes, dialogues and radio jockey
talk, peppered with HUL products advertisements. The response was overwhelming from the target
audience, resulting in HUL expanding KKTs coverage to several other states. Furthermore, the number of
subscribers to the service reached more than 11 million by December 2014. This was besides the
spontaneous awareness of the Ponds White Beauty brand, the Close Up brand and the Wheel brand
increasing by 56%, 39% and 20%, respectively. However, would the preference for local languageentertainment content in the Southern states hamper further expansion plans of KKT?

Pedagogical Objectives

To understand the importance and intensity of online consumer reviews and debate on the efficacy and objectivity of
online consumer reviews

To examine if and how online consumer reviews influence consumer attitude formation and debate whether online
consumer reviews influence consumer attitude change

To assess the application of structural models of attitudes (the tricomponent attitude model, the multiattribute
attitude model, the trying-to-consume model and the attitude-toward-the-ad model) through online consumer
reviews

Pedagogical Objectives
To examine how companies can reach their consumers despite infrastructural bottlenecks and despite limited
coverage of traditional media

Key Concepts/Keywords

Consumer Reviews and Consumer Behaviour; Consumer Reviews and Consumer Attitudes; Consumer Reviews and TriComponent Attitude Model; Consumer Reviews and Multiattribute Attitude Model; Consumer Reviews and Trying-toConsume Model; Consumer Reviews and Attitude-Toward-the-Ad Model; Consumer Reviews and Social Media

To understand how mobile phones can be effectively used as a communication channel with consumers

To discuss how companies can effectively engage with their target consumers by catering to their latent
requirements

To understand how companies can employ entertainment content to reach out to their consumers and also promote
their products

Chapter Reading/Background Material:

Leon G. Schiffman, et al., Consumer Attitude Formation and Change, Consumer Behavior, 10th Edition, Pearson
Education, Inc., 2010

Morgan Spurlock, Super Size Me, https://www.youtube.com/watch?v=8GA8LnPg4ZA

Key Concepts/Keywords
Communication and mobile advertising; Communication and Hindustan Unilever Limited; Communication and rural
consumers; Communication and entertainment content; Communication and media dark regions; Communication and
cultural relevance; Communication and price sensitive consumers

Chapter Reading/Background Material:

www.etcases.com

10

Leon G. Schiffman, et al., Communication and Consumer Behavior, Consumer Behavior, 10th Edition, Pearson
Education, Inc., 2010

Lowe Asia Pacific, Lowe Lintas India - Hindustan Unilever Ltd: Kan Khajura Station,
https://www.youtube.com/watch?v=mdzFwDbk3ig, May 22nd 2014

DigitalMarketAsia, PHD Indias Kan Khajura Tesan for HUL, https://www.youtube.com/watch?v=ESWH9if00q0,


June 17th 2014

Course Case Map for

CONSUMER BEHAVIOR

S.No.

11

S.No.

Mapping for Chapter IX:


Communication and Consumer Behavior

CASELET

12

Mapping for Chapter IX:


Communication and Consumer Behavior

CASELET

Communication and Advertising Appeals:


Consumer (Dis)Connect?

Colgates SlimSoft Charcoal Toothbrush in India:


Bristling with Buzz Marketing
Abstract:

Abstract:

This caselet demonstrates how buzz marketing and opinion leaders can be employed to create word-ofmouth publicity for a low-involvement product. Colgate Palmolive (India) Limited (Colgate) wanted to
launch its Colgate SlimSoft Charcoal toothbrush (a toothbrush with black bristles and which was infused
with charcoal) in India. It launched an innovative social media campaign to create buzz for the product
before the launch. Selected bloggers, media houses and corporate executives were sent a black item
every day for three days by BlogAdda, a community of Indian bloggers. There was no mention of either
Colgate or the product category and bloggers had to guess the product category prior to the launch.
These influencers also had to create excitement about the product being launched on social media
channels by, primarily, posting photographs of the mystery items sent to them and by guessing the
product being launched. By the fourth day, when the toothbrush was sent to the bloggers and they had
posted pictures of the same, Colgate was successful in creating enough interest among its target
audience. However, will the initial interest generated among consumers about the charcoal toothbrush
convert into sustained long-term sales?

This caselet enables a discussion on the advertising appeals used in advertisements, presenting three ads
employing diverse advertising appeals from six different product categories/industries. These ads also
trigger a discussion on why some advertising appeals are used more commonly than others. These ads
can also be used as a basis for discussion on the benefits constituting a brands value propositions. This is
besides the use of these ads to better understand the concepts of verbalizers and visualizers.

Pedagogical Objectives

To understand how Colgate Palmolive (India) Limited created buzz by co-opting opinion leaders (influencers) blogs
for one of its innovative products, the Colgate SlimSoft Charcoal toothbrush

To discuss and debate the efficacy of buzz marketing for new product launches

To examine the relationship between buzz marketing and viral marketing and discuss whether buzz marketing would
help in creating the relevant brand communities

To understand how advertising appeals help in influencing consumer behavior


To appreciate the constraints to the employment of advertising appeals

Key Concepts/Keywords
Advertising Appeals and Consumer Behavior; Advertising Appeals and Consumer Communication; Advertising Appeals
and Customer value proposition; Advertising Appeals; Advertising Appeals and Abrasive Advertising; Advertising
Appeals and Celebrities; Visualizers and Verbalizers; Advertising Appeals and Benefits of a Brand's Value Proposition

Pedagogical Objectives

Chapter Reading/Background Material:

Key Concepts/Keywords
Buzz Marketing and Consumer Behavior; Buzz Marketing and Communication; Buzz Marketing and Viral Marketing; Buzz
Marketing and Word of Mouth Marketing; Buzz Marketing and Brand Communities; Buzz Marketing in India; Buzz
Marketing and Integrated Marketing Communication; Buzz Marketing and Opinion Leaders

Leon G. Schiffman, et al., Chapter 9: Communication and Consumer Behavior, Consumer Behavior, 10th
Edition, Pearson Education, Inc., 2010

Leon G. Schiffman, et al., Chapter 5: Personality and Consumer Behavior, Consumer Behavior, 10th Edition,
Pearson Education, Inc., 2010

Y L R Moor thi, Working Paper No: 443: Value Proposition of Banking Brands in India,
http://www.iimb.ernet.in/research/sites/default/files/WP%20No.%20443.pdf, December 2013, (accessed date:
January 2nd 2015)

Chapter Reading/Background Material:

Leon G. Schiffman, et al., Communication and Consumer Behavior, Consumer Behavior, 10th Edition, Pearson
Education, Inc., 2010

V. Kumar, et al., How Valuable Is Word of Mouth?, Harvard Business Review, October 2007

Rene Dye, The Buzz on Buzz, Harvard Business Review, November-December 2000

Angela Dobele, et al., Controlled Infection! Spreading the Brand Message through Viral Marketing,
http://www.sciencedirect.com/science/article/pii/S0007681304001107, January 29th 2005

John Quelch, How Marketing Hype Hurt Boeing and Apple, https://hbr.org/2007/11/how-marketing-hypehurt-boeing, November 2nd 2007

Angela Dobele, et al., Why Pass on Viral Messages? Because They Connect Emotionally,
https://cb.hbsp.harvard.edu/cbmp/product/BH239-PDF-ENG, July 1st 2007

Iris Mohr, Buzz Marketing for Movies, https://hbr.org/product/buzz-marketing-for-movies/BH247-PDF-ENG,


September 15th 2007

Sinan Aral, et al., Forget Viral Marketing-Make the Product Itself Viral, Harvard Business Review, June 2011

Roger Hallowell, Word-of-Mouth Referral, Module Note, https://hbr.org/product/word-of-mouth-referralmodule-note/an/801332-HCB-ENG, March 9th 2001

www.etcases.com

11

Course Case Map for

CONSUMER BEHAVIOR

S.No.

13

S.No.

Mapping for Chapter IX:


Communication and Consumer Behavior

CASELET

14

Mapping for Chapter X:


The Family and Social Class

CASE STUDY

Ariel Indias Share the Load Campaign:


Influencing Husband-Wife Decision-Making?

DBS Banks Chilli Paneer Campaign:


Communicating with Conversation Starters
Abstract:

Abstract:

This caselet highlights how an innovative marketing communication campaign can be designed to
connect with consumers. Designed to de-clutter, DBS Banks Indias first interactive campaign (in BFSI
space) exemplifies how a thoughtful emotional campaign can be designed to engage with the
consumers. It launched an online film called Chilli Paneer in September 2014 which featured two
characters, Ken Chang (Ken)and Asha Rao (Asha) , hailing from Singapore and India, respectively. The two
accidentally meet at a DBS ATM in Mumbai, strike up a conversation, spend time together and eventually
fall in love. The film further showed how Ken and Asha go about setting up a restaurant with assistance
from DBS Bank. Chilli Paneer did not focus on a product or service but showed how two individuals
discovered their objective of life and how the bank helped them realise their dreams. The second part
Chilli Paneer 2, released in December 2014, comprised an interactive campaign wherein the viewer had to
assume Kens role and take various decisions on behalf of the protagonists. These included the type of
holiday the couple had to take in Goa, whether or not to set up another restaurant there and, if a new
restaurant had to be opened, the type. The film showed DBS Banks preparedness in having a detailed plan
to finance them in case they go ahead with the venture. The viewer engagement was enhanced by giving
insights about the viewers personality based on the decisions taken by him/her. The caselet also throws
light on how social media and contests were effectively used to create excitement around the campaign.
However, notwithstanding its engaging content, would Chilli Paneer 2 be able to attract eyeballs due to its
length?

Positioned for Consumer Behavior course, this case study can be a demonstrating tool for sensitizing
participants to the emerging dimensions of Husband-Wife decision-making. This case study enables an
interesting discussion on the ever-changing relationship dynamics of Husband-Wife decision-making in
the Indian context. Based on AC Nielsen surveys findings/insights, P&G devised multi-channel consumer
engagement initiatives, which included TVCs (Share the Load), Social Network/Digital Market (#Is
Laundry Only a Womans Job? On Twitter), marketing promotions with celebrities and celebrity couples
with a call for action and pledge support to Share the Load campaign. While the campaigns have
attracted widespread recognition the industry veterans are skeptical about the desired results of this
campaign would it also go down the memory lane as a great campaign with no pronounced behavioral
modifications.
Pedagogical Objectives

To analyse the need for companies to employ differentiated communication platforms in targeting consumers, in the
light of increasing communication clutter

To understand how a banking company, based on insightful conversation starters analysis, has designed an
innovative interactive campaign (web-based advertising film)

To examine the background, the design and canvassing of Ariels Share the Load campaign

To discuss and debate on the efficacy and efficiency of Share the Load campaigns ability to be a societal norm
changer, i.e., would it be a true catalyst or would it just be a cacophonic attempt to increase the brand penetration?

Key Concepts/Keywords
Husband-Wife Decision Making; Husband-Wife Decision Making and Social Class; Husband-Wife Decision Making and
the Family; Husband-Wife Decision Making and Indian Family; Spousal Joint Purchase Decision Matrix Model; Family
Decision Making; Husband-Wife Decision and Share the Load Campaign; Husband-Wife Decision Making and Family
Life Cycle

Pedagogical Objectives

Chapter Reading/Background Material:

To examine the role of ubiquitous social and digital media in influencing consumer behavior

Key Concepts/Keywords

Communication and Consumer Behavior; Communication and the Channels of Communication; Communication and
Target Consumers; Communication and Digital Media; Communication and Social Media; Communication and
Emotional Resonance; Communication and New Media

Chapter Reading/Background Material:

Leon G. Schiffman, et al., Communication and Consumer Behavior, Consumer Behavior, 10th Edition, Pearson
Education, Inc., 2010

Targeting Consumers through Non-Traditional Media

Viral Marketing - The following campaign films are a must watch:

Chilli Paneer, http://www.dbs.com/chillipaneerfilm/season-1.html

Chilli Paneer 2, http://www.dbs.com/chillipaneerfilm/want-to-be-ken.html

Thales S. Teixeira, Marketing Communications , Harvard Business School Background Note 513-041, August 2012

Michael Parent, et al., The new WTP: Willingness to participate, Business Horizons, Volume 54, Issue 3,
http://www.sciencedirect.com/science/article/pii/S0007681311000048, MayJune 2011, pages 219229

www.etcases.com

To understand the changing/emerging dynamics of Husband-Wife decision-making in the light of Ariel (P&G India)
Share the Load campaign

12

Leon G. Schiffman, et al., The Family and Social Class, Consumer Behavior, 10th Edition, Pearson Publications,
2010
Leon G. Schiffman, et al., Structural Model of Attitudes The Tricomponent Attitude Model Consumer
Attitude Formation and Change, Consumer Behavior, 10th Edition, Pearson Publications, 2010
Atul Dhyani and Anant Agarwal, Dynamics and Conflict of Spousal Purchase Decision: A Review Study,
IMPACT: International Journal of Research in Business Management, June 2014
Module 7.3: Family And Family Life Cycle, Management: Consumer Behaviour (Web) E-Learning Courses From
The IITS & IISC, IIT Kharagpur, http://www.nptel.ac.in/courses/110105029/36
Reshma Elizabeth Thomas, Gender Inequality in Modern India Scenario and Solutions, IOSR Journal Of
Humanities And Social Science (IOSR-JHSS), August 2013
#IsLaundryOnlyAWomansJob?, Ariel India, https://www.youtube.com/watch?v=8L1cHHNHrYg, January 10th
2015
Havells Appliances Coffee Maker Ad - Respect For Women,
https://www.youtube.com/watch?v=MaJf0mNMqos, May 16th 2014
Havells Appliances Coffee Mixer Grinder Ad - Respect For Women, https://www.youtube.com/watch?
v=r2YKFG7u7ZA, April 25th 2014
Havells Appliances Steam Iron Ad - Respect For Women, https://www.youtube.com/watch?v=TN_mGzEP6RM,
April 26th 2014
Titan The Raga Woman of Today #HerLifeHerChoices, https://www.youtube.com/watch?v=zXRobOjVI9s,
December 10th 2014
Airtel Boss, https://www.youtube.com/watch?v=-U55oYqhgT4, July 25th 2014

Course Case Map for

CONSUMER BEHAVIOR

S.No.

15

S.No.

Mapping for Chapter XI:


Influence of Culture on Consumer Behavior

CASE STUDY

16

Mapping for Chapter XI:


Influence of Culture on Consumer Behavior

CASE STUDY

The Indian Consumer Market: Deprived to Democratic?

Indian Weddings: Cultural Canopies?


Abstract:

Abstract:

This case study is meant to introduce the students/participants to the concept of how culture influences
consumer behavior. Presented through the Indian weddings panorama, this case study enables
appropriate connect between Indian weddings ever-changing cultural relishments and the critical
elements of culture as represented in the pedagogical objectives. Weddings have evolved from being a
pure family-affair to be a social affair. This metamorphosis encompasses all the makings of a typical
melodramatic episode in a Bollywood cinema, one of the best influencers of Indian modern wedding.
Once solemnized by near and dear ones, today is outsourced to professional wedding planners. Is the
Indian wedding business, touted to be at A2.5 lakh crore, an Indian cultural canopy? How should
marketers read the discerning Indian consumers cultural appetite?

This case study is enlisted primarily as an inaugural case study in the Consumer Behaviour course in the
Indian context. With relevant data, this case study provides a landscape of the evolution of Indian
consumer and Indian consumer market. Since independence in 1947, the Indian consumer has evolved to
be an intriguing and discerning consumer. Study the past, if you would divine the future, said Confucius
centuries ago and this case study provides an historical context for understanding and analyzing the
Indian consumer market and Indian consumers over the last six and half decades. Written to paint the
Indian consumer canvas over four generations traditionalists, baby boomers, Gen X and Gen
Y/millennial, this case study enables an understanding of the transition of the Indian consumer market
from being a sellers market to a buyers market. With about 35% of the Indian consumer market
comprising of millenials (with intriguing characteristics, though), how should Indian marketers tap this
demographic dividend? Or, would it be a complicated demographic divide? What would digital density
mean for demographic diversity?

Pedagogical Objectives

To understand the role of the invisible hand of culture in influencing consumer behavior and discuss the role of three
levels of subjective culture (Supranational culture, National culture and Group culture) in Indian weddings

To discuss and debate as to how culture (enculturation and acculturation) is learned through rituals, customs and
beliefs and examine how the enculturation and acculturation manifests in Indian weddings

To understand how Indian core values influence Indian consumer behavior and debate on the same in the light of
Indian weddings cultural professionalization

Pedagogical Objectives

Key Concepts/Keywords
Influence Of Culture On Consumer Behavior; 3 Levels Of Subjective Culture; Enculturation; Acculturation; Indian
Weddings; Cross Cultural Marriages; Language & Symbols; Rituals; Cultural Customs; Beliefs; Bollywood And Indian
Weddings

To understand how the Indian consumer market evolved since independence (1947) and examine what factors have
contributed to the transformation of the Indian consumer market from being sellers market to buyers market

To trace the evolution of new age Indian consumer through four generations traditionalists, baby boomers, Gen X
and Gen Y/ millennial, and contrast the emerging Indian consumer landscape with the new rules of marketing

To discuss and debate on what do the metamorphic changes mean for Indian marketers and how should they
engage with the new age Indian consumer

Key Concepts/Keywords
Consumer Behavior and Consumer Markets; Consumer Behavior and Indian Consumer Markets; Consumer Behavior and
Indian Consumer; Consumer Behavior and Millennials; Consumer Behavior Motivation; Consumer Behavior and Lavidge
and Steiner's Model; Consumer Behavior and 4Ps of Marketing

Chapter Reading/Background Material:


Chapter Reading/Background Material:

Leon G. Schiffman, et al., Influence of Culture on Consumer Behavior, Consumer Behavior, 10th Edition, Pearson
Publications, 2010

Pumas, Planets and Pens: How Cues in the Environment Influence Consumer Choice,
http://knowledge.wharton.upenn.edu/article/pumas-planets-and-pens-how-cues-in-the-environment-influenceconsumer-choice/, May 27th 2008

Conspicuous Consumption and Race: Who Spends More on What, http://knowledge.wharton.


upenn.edu/article/conspicuous-consumption-and-race-who-spends-more-on-what/, May 14th 2008

N i r a j D a w a r, A St e p - b y - St e p G u i d e t o W i n n i n g t h e C u s t o m e r , h t t p : / / w w w. s t r a t e g y business.com/article/00238, February 11th 2014

www.etcases.com

13

Subbu Narayanswamy and Adil Zainulbhai, Indias consumption evolution, http://www.businessstandard.com/article/opinion/india-s-consumption-evolution-107050501032_1.html, May 5th 2007

Tapping into the Indian Consumer Market, McKinsey Global Institute, June 28th 2007

Ashok Gopal and Rajesh Srinivasan, The New Indian Consumer, http://hbr.org/2006/10/the-new-indianconsumer/ar/1, October 2006 To understand certain facets of the changed Indian consumer

Roland T. Rust, et al., Rethinking Marketing, www.hbr.org, January 2010 To understand the improved way of
building businesses by catering to the consumer requirements

Darrell Rigby, The Future of Shopping, www.hbr.org, December 2011

David Court, et al., The Consumer Decision Journey, www.mckinsey.com, June 2009

Rama Bijapurkar, We are Like that Only, Penguin Books India, 2013

Damodar Mall, SUPERMARKETWALA, Random House India, 2014

Course Case Map for

CONSUMER BEHAVIOR

S.No.

17

S.No.

Mapping for Chapter XII:


Cross-Cultural Consumer Behavior: An ...

CASE FLYER

18

Mapping for Chapter XIII:


Consumers and the Diffusion of Innovations

CASE STUDY

Hector Beverages Paper Boat:


Diffusing Innovation through Drinks and Memories

Chinese Mobile Brands and Cross-Cultural Consumer Behavior


Abstract:

Abstract:

This case flyer, based on the accompanying article published in The Economic Times, is meant to
introduce the participants/students to the concept of Cross-Cultural Consumer Behavior. With the
underlying concepts of Country of Origin, Country of Design, Country of Manufacture and acculturation,
this case flyer presents how some of the Chinese global mobile brands (Xiaomi, Gionee, OPPO Mobile and
Lenovo) have carved a niche for themselves in the Indian market with their focused and differentiated
strategies. Most importantly, how could these late entrants prompt Indian consumers acculturation
giving them heads-up in the market? Since all these Chinese mobile brands carry the baggage of Made in
China-Sold in India, how did they overcome the incumbency threat in the Indian market?

This case studys objective is to sensitise the participants/students to the process of innovation diffusion
and the role of culture in product innovation. It enables a discussion on how a company can tap culture to
create a new product that can quickly gain acceptance among consumers. It also throws light on what
other factors a company should take into account when developing a product that is perceived to have an
edge over existing offerings in the market on certain aspects. Paper Boat, a beverage launched by Hector
Beverages in 2013, offered ethnic juices that were very much a part of India around 25 years back, but
today are difficult to access at least in urban areas. Its variants such as aam panna and jaljeera found ready
audience among the rich urban consumers. Paper Boat used no preservatives and stood out on a crowded
retail shelf because of its attractive pack design. The case study further throws light on how Hector
Beverages employed innovative distribution channels such as upmarket hotels and an e-Commerce
website to reduce the impact of a fledgling distribution network. This was besides using a tagline and
marketing campaign that effectively rekindled memories of ones childhood. However, will supply chain
challenges restrict Paper Boat from launching new variants and will premium pricing limit its expansion
plans?

Pedagogical Objectives

To have an understanding of the broad contours of Country of Origin, Country of Design and Country of
Manufacture connotations and discuss their relevance for Consumer Behavior

To examine Chinas Country Brand Index over a period of time and discuss the factors that have contributed to China
transforming from being a mere copier to being a catalyst, at least in a few product categories

To discuss how some of the Chinese mobile brands (Xiaomi, OPPO Mobile, Gionee and Lenovo) have overcome the
negative perceptions in India about the brands emanating from China with their unique value propositions and
sustained branding initiatives

Pedagogical Objectives

Key Concepts/Keywords
Cross-Cultural Consumer Behavior; Cross-Cultural Consumer Behavior and Acculturation; Cross-Cultural Consumer
Behavior and Chinese Brands; Cross-Cultural Consumer Behavior and Made in China; Cross-Cultural Consumer Behavior
and Communication Strategies; Cross-Cultural Consumer Behavior and World Brands; Cross-Cultural Consumer
Behavior and Country of Origin Effects

To introduce the theoretical constructs behind nuances and importance of innovation diffusion process and discuss
on how the innovation diffusion process, through its myriad contours, affects the consumer behavior

To relate innovation diffusion process to Hector Beverages Paper Boat ethnic beverage and analyze how Paper
Boats innovation has spiralled through various dimensions of a new product launch and penetration

To discuss and debate on the impending and innate challenges for companies that opt for a niche positioning i.e., in
the name of differentiation, would such companies be closing the doors behind them?

Key Concepts/Keywords
Chapter Reading/Background Material:

Innovation DiffusionInnovation Diffusion and Culture; Innovation Diffusion and Communication Channels; Innovation
Diffusion and Social System; Innovation Diffusion and Adoption Process; Innovation Diffusion and Paper Boat;
Innovation Diffusion and Category Creators; Innovation Diffusion and Strategic Positioning

Leon G. Schiffman, et al., Cross-Cultural Consumer Behavior: An International Perspective, Consumer


Behavior, 10th Edition, Pearson Education Inc., 2010

Country Brand Index 2014-15, http://www.futurebrand.com/cbi/2014

Michael E. Porter, The Competitive Advantage of Nations, Harvard Business Review, MarchApril 1990

Jenny Chan, Chinas Brands Head West, https://assets.ogilvy.com/truffles_email/trufflesfiles/CampaignChinasBrandsHeadWest.pdf, April 2012 (accessed date: April 29th 2015)

Leon G. Schiffman, et al., Consumers and the Diffusion of Innovations, Consumer Behavior, 10th Edition,
Pearson Education Inc., 2010

Jessica Vaughn, Remaking Made in China, http://www.jwtintelligence.com/wp-content/


uploads/2012/08/F_Remaking-Made-in-China_08.14.2012.pdf, August 2012 (accessed date: April 29th 2015)

A Paper Boat Ride Down the River of Memories, https://www.youtube.com/watch?v=t7I6zYp0CU8, March 12th
2015

Max Meister, et al., The Rise of Chinese Brand Equity, http://bv4.ch/files/9413/4667/8795/BV4_Brand-Report2012-2.pdf, 2012 (accessed date: April 29th 2015)

Chapter Reading/Background Material:

Made In: The New Meaning of Made In China, http://www.futurebrand.com/images/uploads/


studies/cbi/01_Made_In_China_Report_%28Lowres%29.pdf (accessed date: April 29th 2015)

www.etcases.com

14

Paper Boats Jamun Kala Khatta, https://www.youtube.com/watch?v=kZCGwipK2XE, March 17th 2015

Paper Boats Aamras, https://www.youtube.com/watch?v=dzAdsXpKun4, March 17th 2015

Paper Boats Aam panna, https://www.youtube.com/watch?v=yyVPgxIbO0I, March 17th 2015

Paper Boats Jaljeera, https://www.youtube.com/watch?v=rdPnF2YTFdw, March 17th 2015

Paper Boats Rasam, https://www.youtube.com/watch?v=KGFQ3lbWYoU, March 17th 2015

Course Case Map for

CONSUMER BEHAVIOR

S.No.

19

S.No.

Mapping for Chapter XIV:


Consumer Decision Making and Beyond

CASE STUDY

20

Mapping for Chapter XV:


Marketing Ethics and Social Responsibility

CASELET

Indian Advertisements, Indian Consumers and


Ethical Conundrum: Confusopoly?

Godrej Expert Range of Hair Colors:


Indian Consumers Dyeing Decisions
Abstract:

Abstract:

This case study is meant to understand the contours of consumers decision-making. Presented through
the lens of Godrejs Expert range of hair dyeing products, this case study helps in meandering through the
relevant theoretical constructs of consumer decision-making levels of consumer decision-making, four
views (economic, passive, cognitive or emotional) of consumer decision-making, category-based
consumer decision-making, etc. Given the need-style spectrum of dyeing decisions, this case study
enables an elaborate discussion on the layers of consumer decision-making.

This case study is meant to introduce the importance of marketing ethics and social responsibility.
Marketing ethics being an all-encompassing moral sign post for companies marketing and selling
activities, especially through their marketing communications advertisements, advertorials, sponsored
buzz marketing, etc., calls for self-restraint and conscious pacing. Whether it is Idea cellulars IIN or Tata
Skys Ab bachchey seekhein TV se or some of Indian pharmaceutical companies selling Indian version of
Viagra, etc., thoughtful scrutiny in the light of Advertising Standards Council of Indias (ASCIs) code of
conduct, would only multiply the ethical conundrums involved in many such marketing communications.
Despite several initiatives from ASCI, Department of Corporate Affairs, etc., Indian advertising seems to
flaunt the ethical fabric of Indian society. What are the ways and means to align Indian advertisements
with morally and ethically acceptable standards? How would these advertisements affect consumer
behavior and the respective brands loyalty?

Pedagogical Objectives

To understand the nature of Hair Dye as a product FMCG or Consumer Durable and debate on if, the hair dye
market is driven by need or style statement?

To examine the nature of the consumer in the light of four views (economic, passive, cognitive or emotional) of
consumer decision-making

To discuss the efficacy of Godrej Expert Rich Crme hair dye and its impact on the consumer decision-making in the
backdrop of Input-Process-Output consumer decision-making model

Pedagogical Objectives

To examine how few Indian companies, through their unwarranted advertisements, resort to exploitive targeting and
debate on the ways to curb such practices

To learn how companies manipulate consumers by tinkering consumer perceptions to possibly mislead them in the
light of several objectionable Indian Advertisements

To understand how companies can advance societys interests through social-cause marketing and discuss on the
ways to sustain such impactful corporate activities

To discuss and debate on the role of ASCI (Advertising Standards Council of India) in ensuring that Indian
advertisement do not polarize Indian society in any of the undesirable ways economic, cultural, social, political
affiliations

Key Concepts/Keywords
Consumer Decision-making; Consumer Decision-making and Decision-making Levels; Consumer Decision-making and
Maslow's Hierarchy of Needs; Consumer Decision-making and 4 views of Consumer Decision-making; Consumer
Decision-making and a Model of Consumer Decision-making; Consumer Decision-making and The Role of Needs and
Style; Consumer Decision-making and Hair Dyeing Products in India; Consumer Decision-making and Hair Dyeing
Brands in India; Consumer Decision-making and 5Ps of Godrej Expert Rich Hair Crme; Consumer Decision-making and
Hair Color Market in India

Key Concepts/Keywords
Marketing Ethics and Social Responsibility; Marketing Ethics and Social Responsibility and Manipulating Consumers ;
Marketing Ethics and Social Responsibility and False or Misleading Advertisements; Marketing Ethics and Social
Responsibility and Exploitive Targeting ; Marketing Ethics and Social Responsibility and The perils of Consumers
Precision Targeting; Marketing Ethics and Social Responsibility and Tinkering with Consumer Perceptions; Marketing
Ethics and Social Responsibility and Covert Marketing; Marketing Ethics and Social Responsibility and Cause Related
Marketing; Marketing Ethics and Social Responsibility and Consumer Ethics

Chapter Reading/Background Material:

Leon G. Schiffman, et al., Consumer Decision Making and Beyond, Consumer Behavior, 10th Edition Pearson
Publications, 2010

Godrej Expert Rich Creme - Oh My God, https://www.youtube.com/watch?v=oc-SSYh-ARI, November 26th


2012

Dwarkachand ad. Sam and Meera. Godrej Expert. 2014. Zindagi Muskuraye, https://www.youtube.com/
watch?v=-OcN7aqg1_U, November 22nd 2014

Vivek Gambhir, 40 Years Ago... And now: Becoming hair experts, http://www.business-standard.com/article/
management/40-years-ago-and-now-becoming-hair-experts-114110900762_1.html, November 10th 2014

Dr.Rahela Tabassum and Aruba Zubedi, An Empirical Analysis of Attribute Importance in Selection of Hair
Dyes- Issue and Perspectives, IJISET, International Journal of Innovative Science, Engineering & Technology,
Volume 1, Issue 10, http://www.ijiset.com/v1s10/IJISET_V1_I10_88.pdf, December 2014

The Cosmetic & Personal Care Sector in India, http://italiaindia.com/images/uploads/pdf/cosmetics-personalcare%20-2008.pdf, January 2008

Theodore Levitt, Advertising: The Poetry of Becoming, Harvard Business Review, March-April 1993

Earl A. Clasen, Marketing Ethics & the Consumer, Harvard Business Review, January-February 1967

Superbrands, Godrej Expert - Market Achievement History, http://www.superbrandsindia.com/


images/brand_pdf/consumer_3rd_edition/Godrej%20Expert%20Hair%20Dye.pdf

IDEA: Haryana, https://www.youtube.com/watch?v=TgUhZl9ZPVA, January 12th 2015

MAGGI veg atta noodles, https://www.youtube.com/watch?v=251LzQ4tu78, January 2nd 2015

Horlicks Exam Time, https://www.youtube.com/watch?v=e_LRg-w1UHc, March 13th 2012

www.etcases.com

Chapter Reading/Background Material:

15

Leon G. Schiffman, et al., Marketing Ethics and Social Responsibility, Consumer Behavior, 10th Edition,Pearson
Publications, 2010

Hari Govind Mishra, et al., Impact of Consumer Social Responsibility and Brand Social Responsibility Image on
Brand Loyalty, IIMA - Indian Institute of Management Ahmedabad, March 2014

Course Case Map for

CONSUMER BEHAVIOR

Course Case Map for

CONSUMER
BEHAVIOR

Mapping for
CONSUMER BEHAVIOR

www.etcases.com

by Leon G Schiffman | Leslie Lazar Kanuk


S Ramesh Kumar
th
10 Edition, Pearson Education

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