CONSUMER BEHAVIOR

Term II, MBA (F & B)

Code: Hrs: Credits: MKT 512 30 3

Faculty--Prof. Jayant Bose; Mobile09 !!" 0##$; e%ail--&ayantbose'(%ail.co% Course )escri*tion The course aims at the following: It is expected that the learner will become proficient and knowledgeable about buyer beha ior in a holistic manner !pre"purchase# purchase and post purchase$# familiar with the ad ances in consumer research# in deciphering buyer moti ation# impact of social# psychographic and cultural ariables on consumption decisions# e%uipped with frameworks to analy&e consumer beha ior and use them while designing marketing strategies and decision making# and in enhancing the effecti eness of marketing programs' +earnin( ,utco%es: (t the completion of the course# the learner should de elop the ability to 1$ )nderstand the concepts of consumer beha ior and apply these concepts in consumer decision process 2$ )nderstand the role of consumer as decision maker and analy&e the role of consumer beha ior in the marketing process *$ +ritically analy&e the impact of the determinants and factors that influence consumer beha ior and understand how marketers are using these in real life marketing operations' ,$ )nderstand marketing research process# - gain familiarity with its tools - techni%ues as applicable in consumer research 5$ .ormulate research problems !when confronted with a marketing problem$ and design - carry out primary research pro/ects !exploratory - conclusi e$ 0$ +onduct field work# collect and collate data# analy&e it using tools !1211# 3xcel$# interpret research findings - present them -ession Plan 1ession .o*ics to be co/ered Peda(o(y 0 +earnin( outco%e +ecture0)iscussio n )nderstand the rele ance of +onsumer beha ior to marketing +ecture0)iscussio n Case discussions 8ain an o er iew of consumer beha ior Prescribed 1eadin(

1"2

2ntroduction to Consu%er Be3a/ior: Its origins - strategic applications +onsumer research Market segmentation

1 - K !+h 1 4 *$ +ases: 5 Key to 6uyers7 Minds 58olden 8low 1oap

*",

Factors influencin( consu%er be3a/ior: 6lack 6ox model 3ngel# 6lackwell# - Miniard7s +6 model

K9T:3; +6 by 3#6 - M !+h *$ +ase: 1hiseido

5"0

Moti/ation4 5bility4 6 ,**ortunity

+ecture0)iscussio n Case discussion 5ssi(n%ent :earn what propels acti e search for solutions +ecture0)iscussio n 5ssi(n%ent Presentation The connection between the two

< - M !+h *$ 1 - K !+h ,$

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Personality 6 Consu%er Be3a/ior

1 - K !+h 5$ +ase: Moti ations for ?atching Tele isions

@ " 1A

78*osure4 5ttention4 6 Perce*tion

+ecture0)iscussio n Case discussion 5ssi(n%ent Presentation .iltration process

< - M !+h ,$

11 " 12

9no:led(e 6 ;nderstandin(

+ecture0)iscussio n 5ssi(n%ent Presentation )nderstand how new knowledge is absorbed

< - M !+h 5$

1* " 1,

5ttitude Based on Hi(3 Consu%er 7ffort

+ecture0)iscussio n Presentation 5ssi(n%ent ;ecogni&e how attitudes formed under high consumer effort are ery difficult to change

< - M !+h 0$

S & K ( Ch 7)

15 " 10

5ttitude Based on +o: Consu%er 7ffort

+ecture0)iscussio n 5ssi(n%ent Presentation

< - M !+h =$ 1 - K !+h >$ +ase: Titan ?atches

Attitudes are easily changeable under these circumstances

1= " 22 Consu%er 1esearc3 1e/ie:: 2roblem definition - research proposal 3xploratory researchB 1ur ey research 9bser ation methodsB Measurement - scalingB (ttitude measurementB Cuestionnaire designB 1ampling - data analysisB Interpretation Class discussion 1e/ise t3e researc3 *rocess for conductin( t3e *ro&ect (rou*-:ise 6 +ecture0)iscussio n Case discussion Their rele ance to consumer beha ior Dikmund !+h 0# =# @# 1A# 11# 1*# 1,# 15$ 3ach student group to select a separate topic for pro/ect

2* " 2,

Psyc3o(ra*3ics: +ifestyle

<alues4

Personality4

< - M !+h 15$ +ase: 58alaxy (ppliances :td' 5Eo e <air +are

25 " 20

-ocial 2nfluence on Consu%er be3a/ior

+ecture0)iscussio n Case discussions )nderstand normati e influences

< - M !+h 10$ +ase: )nderstanding ?omen

Buyin( )ecision Ma=in( Process

,utco%e: ;nderstand t3e *rocess

Understand the usual and occasion specific decision processes

2= " 2> Proble% 1eco(nition 6 2nfor%ation -earc3 +ecture0discussio n Case discussion ;ole of external stimulus in the search process < - M !+h @$ +ase: :ifeline

2@ " *A

*1 " *2

Jud(%ent 6 )ecision Ma=in( Based on Hi(3 +ecture0discussio Consu%er 7ffort n Case discussion The central route followed re%uires elaboration Jud(%ent 6 )ecision Ma=in( Based on +o: +ecture0discussio Consu%er 7ffort n

< - M !+h 1A$ +ase: 1tar (irways

< - M !+h 1A$

Case discussion 1ee the difference

+ase: 6uying 6eha ior of ?omen - Men < - M !+h 11 4 12$

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Post )ecision Processes

+ecture0discussio n Case discussion Marketing implications of satisfactionF dissatisfaction need for +;M

.e8tboo=s Consu%er Be3a/ior > Hoyer4 Mac2nnis ?H 6 M@ Business 1esearc3 Met3ods > Ai=%und4 Billia%4 Consu%er Be3a/ior > -c3iff%an 6 9anu= ?- 6 9@

1eference Boo=s Consu%er Be3a/ior > -olo%en Mar=etin( researc3 > C.9.Mal3otra Mar=etin( 1esearc3 > 1. Car(und=ar

Peda(o(y ( ariety of pedagogical tools such as class lectures# case discussions and presentations# exercisesB article re iew and pro/ect work will be used' +lass participation is a must' .or e ery topic# case studies would be discussed' The cases will be distributed in ad ance before the discussionFpresentation' The cases will be selected by the instructor# and announcements regarding discussionsFpresentations shall be made in the respecti e sections' Learners are expected to come well-prepared to the class AFTER reading the prescribed texts. 5ssess%ent 7/aluation 2nstru%ents Case *resentations Class *artici*ation Bei(3ta( e !0D !#D )ate 6 ti%e 1e%ar=s4 if any

FMCGs4 as sur*rise !0D tests Mid-.er% 78a% $0D Hrou* assi(n%ent0 !0D *ro&ect 7nd > .er% e8a%s 3#D

Bill be s*ecified ! :ee= in ad/ance 5s *er lesson *lan 7li(ibility class attendance E 0D Based on course co/ered to date 5s *er lesson *lan -ub%ission before ter% end
Application based questions

FMarks for Class participation will be awarded only to those students who have a minimum of 80% class
attendance.

Hradin( Policy (t the end of the course# learner will be awarded a letter grade based on collation of marks obtained in different components as outlined in assessment scheme as per the )ni ersity polices communicatedFto be communicated from time to time Ma=e u* Policy 1tudents who are likely to miss a component of e aluation for a genuine reason may be gi en a make"up of that component by the +ourse"in"charge' The students are re%uired to approach the +ourse "in"charge for the same well before the conduct of the e aluation component' It is the responsibility of the student to approach the +ourse"in"charge' <owe er# if a student misses a component of e aluation due to certain reasons happening on the day of e aluation# he should immediately inform the +ourse "in"charge and meet him at the earliest for the grant of make"up' The +ourse"in"charge may grant make"up at his discretion to the students who could not attend the component of e aluation on H7C;2C7 175-,C and conduct the make"up within 1A days of the scheduled date' The decision of the +ourse"in"charge in this matter shall be final'