To benefit from this rich mix of pedagogical tools, the students are required to go thru the

given readings and cases for each class.

Evaluation:
Your performance will be evaluated on the following components. (However, if some components are not seen
leading to the desired learning effect, mid course correction and alteration would be done)
Case Analysis & Class Participation
Quiz
Project
End Term Exam
Total

15%
20%
30%
35%
100%

Details for each of these components are as follows:

Case Analysis & Class participation

Individual groups are expected to carry out case analysis and submit one page case review summary. Soft copy
of the same should be submitted before 4.00 am on the day of class. While submitting soft copy please mention
mail subject line as Group No 4B: Name of the Case and in the body of the submission do not forget to
mention name of the Group with section and members of the group along with their Roll Nos.
Any group can be asked to brief the case, analyse and lead the discussion in the class. While doing so you are
expected to present case facts and analysis along with details of theory being used for the purpose of analysis.
Focus less on recommendations. All other students are expected to participate in discussion with their analysis
on hand.
Marks for case analysis will be divided in the following manner:
Case submission and presentation :
50%
Participation in open discussion:
50%
Note: At any moment of time if it is felt by the instructor that desired output is not achieved by the above
mentioned style of case discussion, format will be changed along with the distribution of marks.
Quiz: There will be 2 MCQ/open ended quizzes on: Case facts, Readings and theoretical issues
(Note: Each quiz can be based on one or all of the above components)

Group Project
The project for the class is to be undertaken in group. Please form your own groups by the end of first
session; by that time, if any student is not yet part of a group, feel free to contact me and I will
randomly assign you to a group. Please note: Disputes between group members should be resolved
internally.
Project Overview
Step 1: A list of projects with briefs from the company/or otherwise will be floated before 2nd session
to all the groups. Each group can bid for any two projects. In case of too many groups asking for same
project we will allocate the projects basis lucky draw.
Step 2: Once allocated and based on the brief you can decide your action plan and submit the same to
me by 4th session in form of a small ppt (maximum 5 slides). In this ppt you are expected to detail out
how you will approach the problem. If needed you can also discuss the same with the process owner
from the company or with the instructor.

Step 3: After getting clarity on the process ahead you are expected to submit a mid-term review report
by end of 13th session. This should be a two page report as to what have you done so far, what has
been the output, what kind of problems are being faced, how have you tackled them and what is the
way forward. In case needed we can do mid-way correction in the research process as well.
Step 4: Final report should be submitted by 19th session and a small group viva will be conducted for
the same. Report to the company will be sent only after vetting from my office. Post this you will be
issued a Live Project Certificate from the company/or otherwise. Focus in this report should be
both on process and output and should be submitted both in report and ppt format.
Project Evaluation: Group projects will be evaluated according to the following criteria: careful and
complete research, appropriate use of consumer behavior concepts, logical development of
conclusions and implications, originality, quality of the written report, timely submissions and
performance in viva voce. The final report should not exceed 20, double-spaced, typed pages of text.

Part I
Part II

Heading

Session

Mid Term review

Final Report

13th session
19th session

Unit
Analysis
Group
Group

of

Weightage
10 marks
15 marks

Part III
Project Viva Voce:
20th session
Individual
5 Marks
Note: Marks to individual group member in components I & II will be normalized on the basis of
individuals performance in Project based Viva-Voce.
In completing your project work, please follow the instructions given below. Ignoring any of the rules
below will lead to a deduction of 2 points as penalty for each rule:
1. Do not violate the page limit and pages must be numbered.
2. Do not use a file cover or assignment cover. Only staple your assignment pages.
3. Include a running header with your Group No, Section and product name as: Group No 4B- Britannia
Biscuits.
4. Text must be double spaced, use New Times Roman fonts number 12, 1 inch margins all around.
5. Do not leave too much white space between the two paragraphs
Policy on Plagiarism:
All submissions will be compulsory subjected to the evaluation by Plagiarism Software subscribed by the
institute. Any report or submission found to be having more than 40% copied component will be directly
given F in that component and the case will be recommended to the Academic Council for further
disciplinary action. This will apply for both individual and group submissions. In case of group
submissions entire group will be penalized for all such submissions.

Course Outline
Session plan along with issues to be discussed and readings for each of the session are as follows:
Module I
Session 1:

Introduction
Consumer Behaviour - An Introduction & Key Foundations
Reading: Course Outline & Chapter 1 of Text book.
o Holbrook, M.B. & Hirschman, E.(1982), The Experiential Aspects of Consumption:
Consumer Fantasies, Feelings and Fun, Journal of Consumer Research, 9(September),
132-140.

Module II
Session 2:

Consumer Decision Process

Determinants of Buyer Behaviour and Framework of Buyer Behaviour
Overview of the Stages in the choice process, factors affecting each stage, and Need
recognition.
Reading: Chapter 3 & 5 of Text Book
o Philip Kotler, Behavioural Modes for Analyzing Buyers Journal of Marketing, Vol.
29(October), 1965, pp 37-45.

Class Exercise: Decision making Process

Session 3 &4:

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.
Reading: Chapter 4 & 10 of Text Book
Analysing Consumer Perceptions by Robert Dolan (2001), HBR, December.
Baba Shiva & Alexander Fedorikhin (1999), Heart and Mind in Conflict: The Interplay
of Affect and Cognition in Consumer Decision Making, JCR, 26(December), 278-292.
Case 1: Rin Detergent: To Position or Re-Position

Session 5 & 6: Consumer Expectations & Perceptions: Satisfaction & Value

Postpurchase
Processes,
Measuring
satisfaction
and
value,
Appreciative
Inquiry,Value/Satisfaction delivery process and programs. Satisfaction and retention. Quality
and satisfaction
Readings: Chapter 3 of Text Book
Oliver, R.L. (1993), Cognitive, Affective and Attribute Bases of the Satisfaction
Response, JCR, 20(December), pp.418-430.
Dowling, G.R. and Uncles, M (1997), Do Customer Loyalty Programs Really Work,
Sloan Management Review, Summer.
Arnould, E.J. & Price, L.L. (1993), River Magic: Extraordinary Experience and the
Extended Service Encounter, JCR, 20(June), 24-45.
Case 2: Colgate-Palmolive:Cleopatra(IMD071)

Module III
Session 7:

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.
Readings: Chapter 11 of Text Book
Harold H. Kassarjian (1971), Personality & Consumer Behaviour: A Review, Journal
of Marketing Research, 8, 409-418.
Malhotra. N. (1981), A Scale to Measure Self-Concepts, Person Concepts, and Product
Concepts, JMR, Vol. 18(November), 456-64.
Case 3: Puriteen Cosmetics
Exercise: Mapping Self Concept

Session 8:

Consumer Personality and Consumer Motivation

Need identification and classification. Use of personality, purchase pattern to understand
needs and segment markets.
Readings: Chapter 11 & 8 of Text Book
Jennifer Aaker (1997), Dimensions of Brand Personality, JMR, 34, 347-356
Gardner, M.P. (1985), Mood States and Consumer Behaviour: A Critical Review, JCR,
12(December), p.281-300.

Session 9&10:Learning, Memory, Perception,and Behaviour Modification