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57362 61010 Consumer Behavior

57362 61010 Consumer Behavior

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Published by: saurabhalmighty on Sep 12, 2009
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Consumer Behavior 
Program:MBAClass of:2009Credit:3Sessions:33Course Code:SL MM 602Objective
To understand the various factors influencing behavior of consumers – as individuals and asmembers of a group/society, and also the impact of consumerism in the contemporaryenvironment.To understand the behavior of consumers decision making, post-purchase behavior, behavior in a shopping environment, etc. To understand the behavior of organizations asconsumers.
Detailed SyllabusIntroduction to Consumer Behavior:
Definition, Role of Consumer Behavior inMarketing, Distinction among consumer,customer, buyer, user and payer.Framework of Consumer Behavior – Internal Influences, External Influences,Self-Concept & Life Style and DecisionProcess. Interdisciplinary subjectencompassing concepts from psychology,sociology, anthropology, micro-economics and organizational (buying) behavior. Applications of Consumer Behavior.
Consumerism & Consumer Behavior inthe Contemporary Environment:
Consumer movement & consumer rights.Concerns of consumers – governmentregulations & role of non-governmentorganizations in addressing the same.Changing face of consumer behavior under the new scenario of globalization,technological changes, new retailingenvironment, etc.
CONSUMERS AS INDIVIDUALSPersonality and Self Concept inConsumer Behavior:
Aspects oPersonality & Impact on Consumer Behavior. Personality Theories – Freudian, Neo-Freudian and TraitTheories, Consumer Personality & BrandPersonality, Self Concept Types &Applications
Consumer Needs & Motivation:
Needs& Wants, Latent & Manifest Motives in aPurchase Situation, Maslow’s Needs &Consumer Behavior, Trio of NeedsTheory, Motivation Theories - OptimumStimulation, Hedonic Experiences,maintaining behavioral freedom, avoidingrisk, attributing causality. MotivationalConflict, Motivational Research.
Consumer Perception:
PerceptionProcess & Involvement, Sensation &Sensory Thresholds, Sensory Overload &Selective Perception, Use of GestaltPrinciples in Marketing Communications,Common Perceptions of Colours,Interpretation – Semiotics. PerceivedRisk. Perceptual Positioning & PerceptualMapping.
Consumer Behavior, 5eLeon G Schiffman and Leslie Lazar Kanuk, Prentice-Hall, IndiaConsumer BehaviorHawkins, Best & Coney, McGraw HillConsumer BehaviorBlackwell, Miniard & Engel, ThomsonConsumer BehaviorSolomon, Prentice HallConsumer Behavior: Concepts &ApplicationsDavid Loudon, Albert Della Bitta, Tata McGraw Hill
Consumer Attitude Formation &Change:
Attitude functions. Tri-component attitude model, hierarchies of attitude components. Multi-attributeattitude models. Attitude measurement.Changing consumer attitudes.
Consumer Learning:
Applications of  behavioral learning theories (classicalconditioning & operant conditioning) andcognitive learning theories (iconic rote,vicarious/modeling andreasoning/analogy) to consumer behavior.
CONSUMERS IN THE SOCIALCONTEXTReference Groups & OpinionLeadership:
Consumer socialization &consumption community. Types of reference groups, their nature of power &influence. Effect of reference groups on product & brand purchase. Opinionleaders – their role & types. Identifyingopinion leaders and market mavens.
Family, Gender & Age Influences:
Family decision making roles, conflictsand their resolution. Role of gender andage in family decision making. Familylife cycle and consumer decisions.
Social Class & Consumer Behavior:
Social class – its components & impacton consumer behavior. Measuring socialclass, Indias socio-economicclassification. Influence of social mobilityon consumer behavior. Targeting the poor & the rich, status symbols & conspicuousconsumption.
Cultural Influences on ConsumerBehavior:
Characteristics of culture,application of cultural learning & ritualsin consumer behavior. Types of sub-cultures in the Indian context. Cross-cultural influences. Cultural lessons ininternational marketing.
Types anddegrees of innovation & behavioraldemands. Factors affectingadoption/diffusion & the decision making process. Adopter categories. Factorsaffecting speed of diffusion. Marketingstrategies for enhanced diffusion.
Consumer Decision Making:
Types of decision making & involvement.Information search pattern & marketingstrategy. Categories of decisionalternatives. Hierarchy of effects. Typesof choice models multi-attribute,additive difference, conjunctive,disjunctive, lexicographic & elimination by aspects. Modeling consumer decisionmaking – Howard-Sheth model, Nicosiamodel and Engel-Blackwell-Miniardmodel.
Consumer in the Market Place:
Factorsinfluencing consumer outlet choice.Shopping orientation & shopping styles.Types of purchases. In-store influences on purchase. Consumer responses tomarketing communications. Differentforms of advertising appeals & consumer  behavior.
Post-Purchase Behavior:
Satisfaction/dissatisfaction – loyalty/non-use or complaint behavior. Measuringsatisfaction, handling complaints,achieving customer loyalty. Post-purchasedissonance – causes and approaches toreducing the same. Disposal alternatives.
Dark Side of Consumer Behavior:
Concerns of marketers and dark side of consumer behavior (addictions, devious behaviors).
Organizational Consumer Behavior:
Organizational buying roles, buyingsituations & buying processes. Influenceson organizational buying behavior.
Faculty will be handling eight or more cases
Online Matrimony Services in India
Maruti - Valuing the Indian Used Car Market
CASAS BAHIA : Marketing to thePoor 
Tesco - The Customer RelationshipManagement Champion
Coca Cola India's Thirst for theRural Market
Pepsodent - Charting Growth inIndian Oral Care Market throughSegmentation
MTV : Connecting with theCustomer 
ITC's Foray into Convenience Food
Fast Food Fables
Guatemala - Evolving 'The Soul of the Earth'
The Price War in Gujarat Newspaper Industry
HSBC - Local Bank to the World
Kellogg’s Indian Experience
Archies – The Way Indians Greet
Lego Toys - The Story of PlayfulLearning
Market Expansion Strategies Of Maruti Udyog
Reebok's Changing Gameplan
Krispy Kreme Doughnuts -America's Hottest Brand
Detroit - Getting Ready for an ImageMakeover 
Shoppers' Stop Consumer LoyaltyProgram
The Teleshopping Business in India
Tupperware - Influencing Opinionsthrough Word-of-Mouth
Shopping Malls - A New ShoppingExperience
Adbusters Media Foundation -TheGlobal Network of Social Activists
Kohl's Tie-Up with Estée Lauder -Influencing Customer Perceptions
Pet Services in India - From Bow-Bow to Wow-Wow
Shared Values - A Campaign GoneHollow?
Haldiram's - The No:1 Choice of Consumers
Fairtrade - Influencing PurchaseDecisions
Dove - Campaigning for Real Beauty
(Source: Case Studies in Consumer  Behavior)
Suggested Schedule of SessionsTopicNo.oSessions
Introduction to Consumer Behavior 1Consumerism & Consumer Behavior in the ContemporaryEnvironment2Personality and Self Conceptin Consumer Behavior 2Consumer Needs &Motivation3Consumer Perception2Consumer Attitude Formation& Change2Consumer Learning2Reference Groups & OpinionLeadership2Family, Gender & AgeInfluences2Social Class & Consumer Behavior 2Cultural Influences onConsumer Behavior 2Diffusion of Innovation2Consumer Decision Making3Consumer in the Market Place2Post-Purchase Behavior2Dark Side of Consumer Behavior 1Organizational Consumer Behavior 1

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