CONSUMER BEHAVIOR Term II, MBA (F & B)

Code: MKT 512Hrs: 30Credits: 3

Faculty--Prof. Jayant Bose; Mobile—09811680552; email--jayantbose@gmail.com

Course DescriptionThe course aims at the following: It is expected that the learner will become proficient and knowledgeable about buyer behavior in a holistic manner (pre-purchase, purchase and post purchase), familiar with the advances in consumer research, in deciphering buyer motivation, impact of social, psychographic and cultural variables on consumption decisions, equipped with frameworks to analyze consumer behavior and use them while designing marketing strategies and decision making, and in enhancing the effectiveness of marketing programs.

Learning Outcomes:At the completion of the course, the learner should develop the ability to

1) Understand the concepts of consumer behavior and apply these concepts in consumer decision process

2) Understand the role of consumer as decision maker and analyze the role of consumer behavior in the marketing process

3) Critically analyze the impact of the determinants and factors that influence consumer behavior and understand how marketers are using these in real life marketing operations.

4) Understand marketing research process, & gain familiarity with its tools & techniques as applicable in consumer research

5) Formulate research problems (when confronted with a marketing problem) and design & carry out primary research projects (exploratory & conclusive)

6) Conduct field work, collect and collate data, analyze it using tools (SPSS, Excel), interpret research findings & present them

Session Plan

Session Topics to be coveredPedagogy / Learning outcome

Prescribed Reading

1 - 2 Introduction to Consumer Behavior: Its origins & strategic applicationsConsumer researchMarket segmentation

Lecture/DiscussionUnderstand the relevance of Consumer behavior to marketing

S & K (Ch 1 – 3)Cases:* Key to Buyers’ Minds*Golden Glow Soap

3 - 4 Factors influencing consumer behavior: Black Box modelEngel, Blackwell, & Miniard’s CB model

Lecture/DiscussionCase discussionsGain an overview of consumer behavior

KOTLER

CB by E,B & M (Ch 3)Case: Shiseido

5 - 6 Motivation, Ability, & OpportunityLecture/DiscussionCase discussionAssignmentLearn what propels active search for solutions

H & M (Ch 3)

S & K (Ch 4)

7 - 8 Personality & Consumer BehaviorLecture/DiscussionAssignment

Presentation The connection between the two

S & K (Ch 5)

Case: Motivations for Watching Televisions

9 - 10 Exposure, Attention, & PerceptionLecture/DiscussionCase discussion AssignmentPresentation Filtration process

H & M (Ch 4)

11 - 12 Knowledge & UnderstandingLecture/DiscussionAssignment

Presentation Understand how new knowledge is absorbed

H & M (Ch 5)

13 - 14 Attitude Based on High Consumer Effort Lecture/Discussion

Presentation AssignmentRecognize how attitudes formed under high consumer effort are very difficult to change

H & M (Ch 6)

S & K ( Ch 7)

15 - 16 Attitude Based on Low Consumer EffortLecture/DiscussionAssignment

Presentation

Attitudes are easily changeable under these circumstances

H & M (Ch 7)

S & K (Ch 8)

Case: Titan Watches

17 - 22 Consumer Research Review:Problem definition & research proposal Class discussion Zikmund (Ch 6, 7, 9,

Exploratory research; Survey researchObservation methods; Measurement & scaling; Attitude measurement; Questionnaire design; Sampling & data analysis; Interpretation

Revise the research process for conducting the project group-wise

10, 11, 13, 14, 15)Each student group to select a separate topic for project

23 - 24 Psychographics: Values, Personality, & LifestyleLecture/DiscussionCase discussionTheir relevance to consumer behavior

H & M (Ch 15)Case: *Galaxy Appliances Ltd.*Dove Hair Care

25 - 26 Social Influence on Consumer behavior Lecture/Discussion

Case discussionsUnderstand normative influences

H & M (Ch 16)

Case: Understanding Women

Buying Decision Making Process

Outcome: Understand the process

Understand the usual and occasion specific decision processes

27 - 28 Problem Recognition & Information SearchLecture/discussionCase discussionRole of external stimulus in the search process

H & M (Ch 9)

Case: Lifeline

29 - 30 Judgment & Decision Making Based on High Consumer Effort Lecture/discussion

Case discussionThe central route followed requires elaboration

H & M (Ch 10)

Case: Star Airways

31 - 32 Judgment & Decision Making Based on Low Consumer Effort Lecture/discussion

Case discussionSee the difference

H & M (Ch 10)

Case: Buying Behavior of Women & Men

33 - 34 Post Decision ProcessesLecture/discussionCase discussionMarketing implications of

H & M (Ch 11 – 12)

satisfaction/ dissatisfaction & need for CRM

Textbooks Consumer Behavior – Hoyer, MacInnis (H & M) Business Research Methods – Zikmund, William, Consumer Behavior – Schiffman & Kanuk (S & K)

Reference Books Consumer Behavior – Solomen Marketing research – N.K.Malhotra Marketing Research – R. Nargundkar

PedagogyA variety of pedagogical tools such as class lectures, case discussions and presentations, exercises; article review and project work will be used. Class participation is a must. For every topic, case studies would be discussed. The cases will be distributed in advance before the discussion/presentation. The cases will be selected by the instructor, and announcements regarding discussions/presentations shall be made in the respective sections. Learners are expected to come well-prepared to the class AFTER reading the prescribed texts.

AssessmentEvaluation Instruments

Weightage Date & time Remarks, if any

Case presentations 10% Will be specified 1 week in advance

Class participation 15% As per lesson plan Eligibility class attendance >80%

*MCQs, as surprise tests

10% Based on course covered to date

Mid-Term Exam 20%Group assignment/ project

10% As per lesson plan Submission before term end

End – Term exams 35% Application based questions

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

Grading Policy At 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 University polices communicated/to be communicated from time to time

Make up PolicyStudents who are likely to miss a component of evaluation for a genuine reason may be given a make-up of that component by the Course-in-charge. The students are required to approach the Course -in-charge for the same well before the conduct of the evaluation component. It is the responsibility of the student to approach the Course-in-charge.

However, if a student misses a component of evaluation due to certain reasons happening on the day of evaluation, he should immediately inform the Course -in-charge and meet him at the earliest for the grant of make-up.

The Course-in-charge may grant make-up at his discretion to the students who could not attend the component of evaluation on GENUINE REASON and conduct the make-up within 10 days of the scheduled date. The decision of the Course-in-charge in this matter shall be final.