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PES INSTITUTE OF TECHNOLOGY – BANGALORE SOUTH CAMPUS
Dept. of MBALesson PlanSemester – III
Subject Code: 16MBA MM301 Total no of Lectures: 56Subject Title: CONSUMER BEHAVIOR IA Marks: 20Type: Marketing Specialization Credits: 4Faculty Name: Ms. Poonam Mishra Exam Hours: 03 No of Lecture Hours / Week: 03 Exam Marks: 80Practical Component Hour: 02 hours/ Week Ratio of theory to problems: 60: 40Pre-Requisite: Course DeliveryParticipants are advised to come prepared with a thorough reading of reading materials and case studies mentioned in the course outline. Course Objectives:1. To understand the concept of consumer behavior, decision making by consumers, behavioral variables and its influences on
consumer behavior.2. To comprehend the social and cultural dimensions of consumer behavior.3. To provide an insight of the psychological and behavioral concepts of consumers.Course Outcomes: On completion of the course, students will be able to:1. Explain the background and concepts vital for understanding Consumer Behaviour.2. Identify the role of variables that determines Consumer Behaviour in Social3. &cultural domain.4. Identifying the psychological and behavioral practices adopted by organizations to enhance the Consumer Behaviour.
Table - 1 Session Plan
Mod
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No
Sess
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No. Contents Pedagogica
l Tools Presentation Assignments
/ additional work
Stud
ent
Lea
rnin
gE
valu
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n T
echn
ique
Cum
ulat
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Cov
erag
e
I 1 Consumer Behaviour Meaning Definition Difference between customer and
consumer A model of consumer behaviour
Course Objective:To enable students to understand the basic concept of consumer behaviour.
Course Outcome:Students should be able to understand the meaning of consumer behaviour and need to study it.
DLP, Laptop&Chalk Board
Refer the Table 2
Refer the Table 3
# Class Discussion# Test 1 and 2/3# Case# Presentation# Assignment
2 Nature and characteristics of Indian consumers
Reading:Who wants to dive with dolphins?Course Objective:To understand the characteristics of consumers
Course Outcome:Participants will be able to understand
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the diverse segments of consumers in India.
3 Course Outline: Consumer Movement in India
Course Objective:To understand the development of consumer behavior in India.
Course Outcome:Participants should be able to understand hoW consumers and their needs developed over time in india.
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4 Rights and Responsibilities of Consumers in India Reading Course Objective:To enable participants in understanding their rights and responsibilities as a consumer.
Course Outcome:Participants should be able to understand what rights are available to consumers and what is expected of them?
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5 Consumerism Definition Benefits Child Consumerism: A
veritable threat Consumer protection act
ReadingImpact of celebrity endorsement on the choice of health drinks-An opportunity for the marketers to hook child consumers.
Course Objective:To explain the concept of consumerism.
Course Outcome:Participants should be able to understand efforts made by consumers themselves and government to protect consumer rights.
20%
6 Case: Targeting Kids through Advertising-A Chat in Office Bus
Course Objective:To understand the concept of consumerism with practical orientation.
Course Outcome:Participants should be able to understand how consumer rights are protected in market.
II 7 Consumer Research History Qualitative and Quantitative
ResearchCourse Objective:
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To understand the concept of consumer research
Course Outcome:Participants will be able to understand how consumer research helps in understanding consumer needs better.
8 Process of Consumer Research
Activity
Course Objective:To understand the process of consumer research.
Course Outcome:Participants will be able to understand the chronological series of steps to be taken to conduct consumer research.
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9 Consumer Behaviour Models Input-Process-Output Model
Nicosia Model
Course Objective:To understand various models of consumer behavior.
Course Outcome:Participants will be able to understand the different processes of consumer behavior.
10 Howard Sheth Model
Engel-Kollat-Blackwell Model
Course Objective:To understand various models of consumer behavior.
Course Outcome:Participants will be able to understand the different processes of consumer behavior.
11 Consumer Decision Making Meaning
Levels of Decision Making
o Extensive problem solving
o Limited problem solving
o Routinized Response Behaviour
Four Views of Consumer DecisionMaking An economic view
A passive view
A cognitive view
An emotional view
Course Objective:To understand various approaches of
viewing consumer behavior.
Course Outcome:Participants will be able to understand various point of views of consumer behavior.
12 A Simple Model of Consumer Decision Making Process
Readings: Michael G Mulhern (2009), The psychology of buying, Marketing Research, Fall, pp. 1-18.
Gordon C Buruner, (1988), Problem recognition the crucial first stage of consumer decision process, Journal of Service Marketing, Vol. 2, No.2, pg 43-55. (AR)
Course Objective:To understand the process of consumer decision making.
Course Outcome:Participants will be able to understand the series of steps followed to buy or not to buy a product.
13 CaseOnsore Vittooles-The flop noodle brands
Course Objective:To understand the process of consumer decision making with practical perspective.
Course Outcome:Participants will be able to understand the series of steps followed to buy or not to buy a product with practical perspective.
14 On-line Decision Making Meaning Process/Stages
Course Objective:To understand the process of online buying decision making.
Course Outcome:Participants will be able to understand the series of steps followed to buy or not to buy a product online.
15 Situational Influences Nature o The communication Situationo The Purchase Situationo The usage situationo The disposition situation
Course Objective:To understand the factors in situation that may affect consumer buying decision making.
Course Outcome:Participants will be able to understand effect of situational factors in consumer buying decisions.
36%
16 Situational Characteristics andconsumption behaviour Physical features Social Surroundings Temporal Perspectives Task Definition Antecedent States
Course Objective:To understand the factors in situation that may affect consumer buying decision making.
Course Outcome:Participants will be able to understand effect of situational factors in consumer buying decisions.
III17 Consumer Motivation
Process Needs Goal and selection of goals Postive and Negative
motivation Rational vs emtotional motives Arousal of motives
Course Objective:To understand the factors that motivates a consumer to buy or not to
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buy a product.
Course Outcome:Participants will be able to understand why consumer buys a product.
18 Motivation Theories Maslow’s Hierarchy of Needs McGuire’s Psychological
Motives
Course Objective:To understand basic theories of motivation.
Course Outcome:Participants will be able to understand various theories and processes of motivation.
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19 The dynamic nature of motivation
Course Objective:To understand the nature of motivation.
Course Outcome:Participants will be able to understand what all together constitutes motivation.
20 Personality Basics of personality
Course Objective:To explain the concept of personality.
Course Outcome:Participants will understand various types of personalities.
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21 Theories of Personality Freudian theory Neo-Freudian Theory Trait Theory
Course Objective:To understand the theories of personalities.
Course Outcome:Participants will be able to understand theories of personality.
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22 Personality and Understanding Consumer Diversity
Consumer Innovativeness and related personality traits
Cognitive personality factors Consumer Materialism Consumer Ethnocentrisms
Course Objective:To explain factors effecting
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personality.
Course Outcome:Participants will be able to understand how personalities are shaped.
23 Brand Personality Brand Personification Gender Geography Colour
Self and Self-Image One or Multiple selves The extended self Altering the self
Course Objective:To explain the concept of brand personification.
Course Outcome:Participants will understand how to personify products.
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24 Basics of Perception & Marketing implicationsElements of Perception
Sensation Absolute Threshold Differential Threshold Subliminal Perception
Course Objective:To understand the concept of
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perception.
Course Outcome:Participants will understand the importance of perception in consumer behavior.
25 Dynamics of Perception Perceptual Selection Perceptual Interpretation Perceptual Organization perceived price perceived quality price/quality relationship Perceived Risk,
o Types of risko How consumers’ handle risk.
Course Objective:To explain the dynamics of perception in consumer behavior.
Course Outcome:Participants will understand the steps consumer undertakes to perceive a product.
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26 Case24*7 Cooking gas booking system through SMS-A flop initiative by south gas
Course Objective:To explain the dynamics of perception in consumer behavior with practical
perspective.
Course Outcome:Participants will understand the steps consumer undertakes to perceive a product with practical perspective.
52%
27 Customer Relationship Management Meaning & Significance Types of CRM Strategies for building
relationship marketing
e-CRM Meaning Importance of e-CRM Difference Between CRM & e-
CRM
Course Objective:To explain the concept of CRM.
Course Outcome:Participants will understand how meaning of CRM and its strategies for building relationship marketing.
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IV 28 Learning Elements of Consumer Learning
Motivation Cues Response Reinforcement
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Course Objective:To understand the concept of consumer learning
Course Outcome:Participants will understand how consumers learns and how they adopt products?
29 Marketing Applications of Behavioural Learning Theories
Classical Conditioning Pavlovian Model
Neo-Pavlovian Model
Course Objective:To know the theories of learning.
Course Outcome:Students will understand the how human beings learn.
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30 Instrumental Conditioning (Operant Conditioning) by B.F. Skinner
Elaboration Likelihood ModelCourse Objective:To know the theories of learning.
Course Outcome:Students will understand the how human beings learn.
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31 Consumer Attitude Basic concept How attitudes are learned
o Classical Conditioningo Instrumental conditioningo Cognitive learning
Sources of attitude formationCourse Objective:To explain the concept of attitude.
Course Outcome:Participants will understand how attitude is formed.
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32 The Tri-Component Attitude Model The cognitive component The affective component The conative component
Reading: Evmorfia Argyriou (2011) Consumer Attitudes Revisited: A Review of Attitude Theory in Marketing Research, International Journal of Management Reviews, Vol. 13, pp. 431-451.
Course Objective:To explain the model of attitude.
Course Outcome:Participants will understand three components in process of attitude formation.
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33 Multi Attribute Attitude Models The attitude-towards-object
model The attitude-toward –behaviour
Model Theory-of-reasoned-action model
Course Objective:To explain the model of attitude.
Course Outcome:Participants will understand various models of attitude formation and change.
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34 Communication Process Strategyo Media strategy
Course Objective:To understand concept and process of communication.
Course Outcome:Participants will understand importance of communication in consumer buying decision.
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35 Massage Strategies Massage structure Message presentation
Course Objective:To understand how to design and
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present a message.
Course Outcome:Participants will understand how to design an effective message to influence consumer buying secision.
76%V 36 Social Class
Basics
Social class and social status
Dynamics of social consumption
Features of social class
Reading:Natalie Ross Adkins (2005) The Low Literate Consumer, Journal of Consumer Research, Vol. 32, No. 1, June, pp. 93-105.
Course Objective:To understand the impact of social class on consumer buying decision making.
Course Outcome:Participants will understand how social class of consumer effects their purchase decision.
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37 Social Class Categories Two category social class scheme
Three category social class scheme
Four category social class scheme Five category social class scheme Six category social class scheme Seven category social class
scheme Nine category social class scheme
Five Social Class Categories in IndiaCourse Objective:To understand various social classes in India.
Course Outcome:Participants will come to know how to cater needs of different social class.
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38 Culture Meaning Characteristics
Factors affecting culture
Course Objective:To understand the concept of culture.
Course Outcome:Participants will come to know how culture affects consumer decision making process.
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39 Role of Customs, Values and Beliefs in Consumer Behaviour
Course Objective:To understand the concept of values.
Course Outcome:Participants will come to know how values and beliefs affect consumer decision making process.
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40 Sub CultureMeaningDivision and consumption pattern in India
Nationality Religion Geographic Region Race Age Gender Occupation Social Class
Course Objective:To understand the concept of subculture.
Course Outcome:Participants will come to know how sub culture affects consumer decision making process.
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41 Model of cultural processBrief overview of Indian culture
Reading: Saikat Banerjee (2008) Dimensions of
Indian culture, core cultural values and marketing implications An analysis, Cross Cultural Management: An International Journal, Vol. 15 No. 4, pp. 367-378.
Course Objective:To study consumer behaviour in light of Indian culture.
Course Outcome:Participants will be able to understand purchase pattern of people of various cultural backgrounds in India.
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42 Cross-Cultural Consumer AnalysisMeaning
Similarities and Differences among People
The Growing Global Middle Class
Acculturation is a needed marketing viewpoint
o Applying Research Technique
o Basic Research issues
Course Objective:To explain differences in buying behavior of people from different cultures.
Course Outcome:Participants will understand how
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”
people of various cultures vary in their buying decisions.
43 Cross-cultural marketing problems in India Product Problems Promotional Problems Pricing and distribution Problems
Strategies to overcome cross-cultural problems. Alternative Multinational
Strategieso Global Versus Local
Framework for Assessing Multinational Strategies
Cross Cultural Psychographic Segmentation
Course Objective:To explain the problems of cross cultural marketing.
Course Outcome:Participants will understand problems and coping strategies of cross cultural marketing.
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44 Groups Meaning Nature Types Consumer relevant
o Familyo Friendship groups
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o Formal social groupso Consumer-action groupso Work groups
FamilyThe changing structure of familyFamily decision making and consumption relatedRolesKey family consumption roles
Course Objective:To understand the concept of group and family as an influence of buying decision.
Course Outcome:Participants will understand how family affects consumer’s buying decisions.
45 Dynamics of husband-wife decision making
The expanding role of children in family decision making
The family life cycle & marketing Strategy Traditional family life cycle &
marketing implications
Course Objective:To understand the concept of group and family as an influence of buying decision.
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Course Outcome:Participants will understand how family affects consumer’s buying decisions.
90%
46 National Kisok-Targeting the Niche47 Reference Groups
Meaning Benefits and Power Broadening the concept Types
o Contractualo Aspirationalo Disclaimanto Avoidance
Factors affecting reference group influence
Course Objective:To understand the concept of reference groups.
Course Outcome:Participants will understand the impact of reference groups on consumer buying decisions.
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48 Reference Groups Friendship groups Shopping groups Work groups Virtual groups Consumer-action groups
Celebrities ” ” ”
How celebrities are used Credibility of celebrity Does it matter who celebrity
is?
Course Objective:To explain various type of reference groups.
Course Outcome:Participants will understand who all together constitute reference groups and how they affect the buying decisions.
VI 49 Consumer Influence and Diffusion of InnovationsOpinion Leadership
Meaning Dynamics of opinion leadership
process Opinion leaders are
persuasive Credibility Positive and negative
product information Information and advice Opinion leader is
category specific Motivation behind opinion
leadership The needs of opinion
leaders The needs of opinion
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receivers
Course Objective:To describe the concept of opinion leadership.
Course Outcome:Participants come to know the role of opinion leadership in purchase decisions.
50 Measurement of Opinion LeadershipThe self designated methodThe socio-metric methodThe key informant methodThe objective method
Course Objective:To understand the measurement of opinion leadership
Course Outcome:Participants will various methods of measuring opinion leadership.
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51 Overlap of opinion leadership Market maven
The situational environment of opinion leadership
The interpersonal flow of communication Course Objective:
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To explain the concept of market maven.
Course Outcome:Participants will come to know importance of opinion leadership.
52 Opinion Leadership and Marketing Strategy Programs designed to stimulate
opinion leadershipo Advertisement stimulating
opinion leadershipo Word-of-mouth may be
uncontrollableo
Creation of Opinion Leaders
Course Objective:To explain how to create opinion leaders.
Course Outcome:Participants will understand the importance of opinion leadership in designing marketing strategies.
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53 Diffusion of InnovationsDiffusion Process Innovation Communication channels Social System Time
Course Objective:
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To explain the process of diffusion of innovation.
Course Outcome:Participants will understand how innovation is adopted.
54 The Adoption ProcessAdopter Groups
Innovators Early adopter Early majority Late majority laggards
Course Objective:To explain the process of adoption and types of adopters.
Course Outcome:Participants will various types of adopters in reference to various time frames.
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55 Post Purchase Processes Customer satisfaction and
commitment.
Course Objective:To explain post purchase behavior of customer.
Course Outcome:Participants will understand the how satisfied customer is, after making the
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purchase.
100%
56 Post purchase Dissonance Product use and non use Disposition Product disposition
Course Objective:To explain post purchase behavior of customer.Course Outcome:Participants will understand the how satisfied customer is, after making the purchase.
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Table – 2 Presentation Topics
Table – 3 Assignments & Additional Work
Mod. No. Presentation TopicsI to VI Participants will be divided in groups and case studies will
be assigned to each group. They have to analyze the case and make a group presentation in class.
Mod. No. Assignment TopicI to VI For Group Component:
Each group is required to submit a written summary of the case. It should include critical analysis of the case. The summary should not exceed 3 pages. Weightage must be given to the critical analysis.
For Individual Component:Participants have to submit written summary of articles provided for reading. The summary must include critical analysis of the article and it should not exceed 2 pages.
Table – 4Case Studies
Table – 5References & Additional Readings
Mod. No. ParticularsI – VI Two types of cases shall be assigned to the participants. In
the first type of case, all participants are supposed to read and comprehend the case before the class for the assigned case begins. This is for the purpose of discussion in the class. Another type of case, each group will submit a written analysis of the case on the due date.
I-VI Shiny Shoe Service: Will Customers Patronize the Business Opportunity?
I-VI Incomplete Product Disclosure and Poor Customer Complaint Handling: A Lethal Combination at ABC Cellular Ltd.
I-VI Branded Fruit Juice-Challenges in for the Global Beverages Ltd.
I-VI Impact of Teaser campaign on consumer decision making through AIDA model- A case study on Aegon Religare on select respondents in Kolkata
I-VI ABN Hospital communication problems- A case studyI-VI Mrs. Urban India- A Business Opportunity Waiting
Penetration in the Indian rural market-The case of Hindustan Oils Ltd.
S.No. Mod. No. Particulars1 I – VI Consumer Behavior - Leon Schiff man2 ” Consumer Behaviou: A Managerial Perspective, Dr. Dheeraj Sharma,
Jagdish N Sheth,, Banwari Mittal,1/e, Cengage Learning3 ” Consumer Behavior: Building Marketing Strategy – Del I. Hawkins, &
Others, 11/e, TMH4 ” Consumer behavior - Jay D. Lindquist, Joseph Sirgy, 1/e, Cengage
Learning.5 ” Consumer Behavior in Indian Perspective – Suja Nair, Himalaya
Publications6 ” Consumer Behavior - Henry Asseal, Cenage Learning.7 ” Consumer Behavior- Satish K. Batra & S H HKazmi, Excel Books.8 ” CRM – Alok Kumar, Chhabi Sinha, 7/e, Biztantra.9 ” Customer Relationship Management - Peru Ahamed&Sagadevan, Vikas
Publishing.10 ” Consumer Behavior – Kumar Rajeev, Himalaya Publisher.