Consumer Attitude Formation &Change:
Attitude functions. Tri-component attitude model, hierarchies of attitude components. Multi-attributeattitude models. Attitude measurement.Changing consumer attitudes.
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, India’s 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.
CONSUMER DECISION MAKING &BEHAVIOR Diffusion of Innovation:
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.
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