International School of Business & Media, Nande Campus Pune Post Graduate Programme in Business Management Trimester III

I (2011-13) Consumer Behavior Prof. Rajiv Taneja Email : taneja.rajiv@yahoo.co.in

Course Description
Consumer Behavior investigates the manner that people interact with products and their marketing environment. Since we are all consumers in the market place in some form consumer behavior can also tell us something about ourselves. As a result, I think, consumer behavior (or CB) is one of the most interesting topics in Marketing. Understanding consumers enables marketers to more effectively meet the needs of buyers in the market, and be more successful in the market. During this course you will learn about it, and try to use, some of the techniques that marketers use to understand and influences consumers, and how these techniques contribute to our daily lives and the culture in which we live. Without doubt, marketers who understand Consumer behavior have a great competitive advantage in the marketplace

Course Objective
The study of Consumer Behavior holds great interest for us consumers, students, and as marketers. As consumers, we benefit from insights into our own consumption-related decisions: what we buy, why we buy, and how we buy. The study of consumer behavior makes us aware of the subtle influences that persuade us to make the product or service choices we do

Learning objectives
At the end of the course, the course participants are expected to be: Familiar with nature and processes of consumer behaviour as well as consumer decision making, and Confident to identify important but invisible elements of consumer behaviour, and Equipped to respond to those processes, trends, complexities and issues through an appropriate marketing strategy and plan.

Pedagogy Class discussions, assignments, case study analysis, group / individual projects & presentations. Text reading.

Method of evaluation Class participation, Conceptual / Application Exercises General behavior in the class Case / Group Project & Presentations Surprise quiz(s) Mid term exams Term end exams 10

20 10 20 40

Suggested Readings

1. Consumer behavior; Schiffman, Lean G. and Kanuk, Leslite Lazar; Prentice Hall 9th edition 2. Consumer behavior : buying, having, and being; Solomon, Michael R.; Prentice Hall 8th edition 3. Consumer Behaviour; Blackwell, Roger ; Miniard, Poul and Engel ,Thompson Pub10th edition 4. Consumer behaviour : building marketing strategy; Hawkins,Del; Best Roger and Cony,Kenneth; Amit Mookerjee;Tata Mcgraw Hill 9th edition 5. Consumer Behaviour And Marketing Action; Assael, Henry; Cengage Learning, India edition 2nd Indian reprint

Instructions to Students
1 No excuses for late arrival in the class room will be entertained 2 Students are advised to address their biological instincts before the lecture 3 Students are further advised to either switch off or put in silent mode their mobiles, in the class room 4 There will be no make up for missed tests / Presentation / Quizzes / Assignments & will mean Zero for that component 5 Below is tentative schedule, & therefore students are advised to keep track in their own Interest 6 Students nominated in class for groups will have to group present the respective case & are also expected to answer the clarifications / questions 7 Student absent on the date of presentation will be marked absent & given ZERO 8 Other instructions will be given in class

Session 1: Consumer Behavior its strategic application & key Terms Pre-session Reading Classroom Session Group Work (In Classroom) Assignments Conceptual Exercises Learning Outcome

Concepts and Introduction to consumer Behavior Presentation A quick question round on the information on syllabus

Need to understand about the importance of Consumer Behavior as Future Marketing Manager

Session 2: Introduction to consumer Behavior & Market Segmentation and Strategy Pre-session Reading Classroom Session Group Work (In Classroom) Assignments Conceptual Exercises STP How market segmentation operates , bases for segmentation Describe an AIO inventory and its use Realize the concept of geodemographic segmentation. Awareness of VALS research for the marketer. Criteria for effective targeting of market segments Categorize the criteria for targeting a market segment. Consumer behavior; Schiffman, Lean G. and Kanuk, Leslite Lazar; Prentice Hall 9th edition Presentation A quick question round on the information on syllabus Ch 3

Two groups (to be made in class) to discuss & present . Think of an innovation?

Learning Outcome

Session 3: Household Decision Making Pre-session Reading Classroom Session Group Work (In Classroom) Assignments Marketers often need to understand consumers behavior rather than consumer behavior, since in many cases more than one person decides what to buy Members of a family unit play different roles and have different amounts of influence when the family makes purchase decisions Our traditional notions about families are outdated Family Life Cycle, FLC Models, Household Decisions Who makes key decisions in a family? Consumer Behavior: Solomon Presentation Ch 12 (477 -497 )

Two groups (to be made in class) to discuss & present 1. In identifying and targeting newly.. 2 Do you think market research should be performed with

Learning Outcome

Session 4: Consumer Involvement Pre-session Reading Classroom Session Consumer Behavior: Solomon Consumer Behaviour And Marketing Action; Assael, Henry; Cengage Learning India edition 2nd Indian reprint Presentation Chapter 4 (Pg 163-171) Ch 39 Pg(6572)

Group Work (In Classroom)

Two groups (to be made in class) to discuss & present 1)level of involvement with the product and devise some marketing opportunities to.. 2) What is a good experience in family holidays? To be or not to be with their children? The role of fathers / mothers

Assignments Conceptual Exercises The amount of consumer involvement depends on many dimensions Involvement refers to a persons perceived relevance of the object based on their inherent needs, values and interests. Marketing Implications of Involvement

Learning Outcome

Session 5: Consumer Perception Pre-session Reading Classroom Session Consumer Behavior: Solomon Consumer behavior; Schiffman, Lean G. and Kanuk, Leslite Lazar; Prentice Hall 9th edition Presentation Chapter 2 Ch 6

Group Work (In Classroom)

Two groups (to be made in class) to discuss & present 1) Are consumers more likely to establish a price quality association for 2) perception of Car Manufactures on Indian roads

Assignments Conceptual Exercises Learning Outcome What is Perception? What is the perceptual process? Elements of Perception. Common Perceptual Errors Where does the brand fit in the customers mind set? Types of risk The design /quality of a product today is a key driver of its success or failure. Session 6: Learning & Memory Consumer Behavior: Solomon Consumer behavior; Schiffman, Lean G. and Kanuk, Leslite Lazar; Prentice Hall 9th edition Presentation

Pre-session Reading Classroom Session Group Work (In Classroom)

Chapter 3 Ch 7(Pg 216-239)

Two groups (to be made in class) to discuss & present 1).Think of a tooth paste / Shampoo 2) Think of a Surf Excel ..

Assignments Conceptual Exercises Learning Outcome Its important for marketers to understand how consumers learn about products and services. The Learning Process, Learning Theories

Session 7: Learning & Memory contd Pre-session Reading Classroom Session Group Work (In Classroom) Assignments Conceptual Exercises/ Application Exercises Learning Outcome What is Operant Conditioning? Conditioning results in learning Difference between classical and instrumental conditioning. How memory systems work? ATR Model Application of Learning Theory to Marketing Decisions Consumer Behavior: Solomon Consumer behavior; Schiffman, Lean G. and Kanuk, Leslite Lazar; Prentice Hall 9th edition Presentation Chapter 3 Ch 7(Pg 216-239)

Two groups (to be made in class) to discuss & present 1) Application of Contiguity Theory to advertising? 2) Application of Classical Conditioning Theory to advertising?

Session 8: Learning & Memory contd Pre-session Reading Classroom Session Group Work (In Classroom) Assignments Conceptual Exercises/ Application Exercises Learning Outcome How memory systems work? ATR Model Application of Learning Theory to Marketing Decisions Consumer Behavior: Solomon Consumer behavior; Schiffman, Lean G. and Kanuk, Leslite Lazar; Prentice Hall 9th edition Presentation Chapter 3 Ch 7(Pg 216-239)

Session 9 Back up / Quiz/ Case Pre-session Reading Classroom Session Group Work (In Classroom) Assignments Conceptual Exercises Learning Outcome

Session 10: Personality and Lifestyles Pre-session Reading Classroom Session Group Work (In Classroom) Assignments Conceptual Exercises Describe your personality? Consumer Behavior: Solomon Consumer behavior; Schiffman, Lean G. and Kanuk, Leslite Lazar; Prentice Hall 9th edition Presentation Chapter 6 Ch 3

Individual presentation (to be selected in class) to present. 1) How does personality influence products that you purchase?

Learning Outcome

What is personality? Nature of Personality Theories of Personality A consumers personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts have met with mixed results.

Session 11: Personality and Lifestyles contd Pre-session Reading Classroom Session Group Work (In Classroom) Assignments Conceptual Exercises What is a trait? The different approaches to personality theory and their relevance to consumer behaviour Its importance in marketing Consumer Behavior: Solomon Consumer behavior; Schiffman, Lean G. and Kanuk, Leslite Lazar; Prentice Hall 9th edition Presentation Chapter 6 Ch 3

Learning Outcome