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Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Consumer Behaviour
Revision
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Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Why Consumer Behaviour
• Conceptualize• Meet challenges• Make changes• Add value• Create wealth
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Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Elements
• Social• Changing Family• Socialization• Socialization Process• Family Decision Making• Family Life cycle• Social Class• Social Status
• Psychological• Consumer Motivation• Personality &
Consumer Behaviour• Consumer Perception• Consumer Learning• Consumer Attitude
Formation
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Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Changing Family
Nuclear Family Extended Family Joint Family
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Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Psychological Factors
Motivation
Need Goal
Motives
Acquired
Innate
Rational Emotional
Generic
Product Specific
Defense Mechanism
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Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Personality
Theories of Personality
Freudian Theory Neo-Freudian Theory
Trait Theory
Id
Super Ego
Ego
Psychoanalytical Theory
Sexual urgeSocial Relationship
Carl Jung Alfred
AdlerKaren
Horney
Culture
Psychosocial IndividualPsychology
Trait
Dogmatism
Materialism Ethnocentrism
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Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Perception
Elements
Sensation Absolute Threshold
DifferentialThreshold
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Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Learning
Components
Motivation Cue
Reinforcement Response
Theories
Classical Conditioning
Instrumental Conditioning
Dog Bell Theory Trial & Error Method
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Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Attitude
Theories
Tri-component Attitude Model Multi-attribute Attitude Model
Theory of trying to consume modelAttitude toward the ad model
Attitude Towards Object Model
Attitude Towards Behavior Model
Theory of Reasoned Action
Model
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Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Question Paper Pattern
• Part I- Case Study…….. 20 Marks• Part II- Questions (Concept testing & application oriented) :
Out of 5 any 4……….10 Marks each
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Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Case Study Analysis
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Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Case Summary
i. List out 10-15 key points.
ii. It should consist the root problem
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Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Assumptions
• Enlist the required assumptions to figure out available alternatives
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Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Observations
• Qualitative observations of case study with respect to the identified problem or opportunity
• Tracking the quantitative data available in the case
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Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Conceptual Base
• Identification of related concepts, theories or model for technical and practical analysis of given problem
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Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Steps in Doing Case Analyses1. Identify dimension of problem or
opportunity2. What caused problem/opportunity to
exist?3. Possible solutions to the problem
4. What is the “best” solution and why?Frame prescription options
Diagnose
Describe
Prescribe
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Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Learning
• Decision making• Do’s & Don'ts with regard to future decisions• Suggestions
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Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Before accomplishing anything, be confident enough to say, if I can’t
then who else can do; once you achieve be humble enough to say, when I can, why can’t other do!!
Unknown
THANK YOU SO MUCH for your support &
cooperation….