Consumer Behavior

ISB&M Pune Management Jr. Term III, 2011 - 13 Prof. Krishna

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.

20% 20% 20% 40%

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

Consumer Behaviour - An Introduction & Key Foundations

Classroom Session Case Study Group Work (In Classroom) Assignments Conceptual Exercises/ Application Exercises/

Marketing of Milk - Amul

Learning Outcome

Understand the meaning of consumption and consumer behavior. Explain the role of consumer behavior in business and society.

Prof. Krishna

ISB & M Viman Nagar

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

ADIDAS I Ahead if its Time?

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

Describe the three major decision-making research perspectives.

Prof. Krishna

ISB & M Viman Nagar

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.

Session 6: Classroom: Learning Outcome:

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

Levis Signature Stretch

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

ISB & M Viman Nagar

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

Levis Signature Stretch

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

Analyze consumer markets using elementary perceptual maps.

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

Revlon for Men (Contd.,)

Prof. Krishna

ISB & M Viman Nagar

Consumer Behavior

Learning Outcome

List and define phases in the consumer perception process.

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

Understand key differences between intentional and unintentional learning.

Session 12: Classroom: 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

Starbucks keeps it brewing in Asia

Understand the different types of reference groups that influence consumers and how reference groups influence value perceptions.

Prof. Krishna

ISB & M Viman Nagar

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

Camry goes interactive to attract Black Woman

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

Mr. Rambir Singh and his Family: Buying Insurance (Part A)

Comprehend the difference between informational, utilitarian, and value-expressive reference group influence.

Prof. Krishna

ISB & M Viman Nagar

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

Mr. Rambir Singh and his Family: Buying Insurance (Part B)

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 17: Classroom: Learning Outcome:

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

ISB & M Viman Nagar