Lovely Professional University, Punjab

Course Code MGT531 Course Category Course Title CONSUMER BEHAVIOUR Courses with conceptual focus Course Planner 11374::Anand Thakur Lectures 3.0 Tutorials Practicals Credits 1.0 0.0 4.0

TextBooks Sr No T-1 Title Consumer Behaviour Reference Books Sr No R-1 R-2 R-3 Other Reading Sr No OR-1 OR-2 OR-3 OR-4 OR-5 OR-6 OR-7 OR-8 OR-9 OR-10 OR-11 OR-12 OR-13 OR-14 OR-15 Journals articles as Compulsary reading (specific articles, complete reference) Case study- UPS : Researching to Rebrand, Workbook on Consumer Behavior,Icfai Business School,2008 , Case study-Coke: Reaping the Benefits of Going Rural, Workbook on Consumer Behavior,Icfai Business School,2008 , Case study-The Harley-Davidson Experience, Workbook on Consumer Behavior,Icfai Business School , Article on Product Involvement as a Predictor of Generation Y Consumer Decision Making Styles,The Business Review, Cambridge, Vol 14, No.2,Summer 2010 , case study-Tupperware: Influencing Opinions through Word-of-Mouth, Workbook on Consumer Behavior,Icfai Business School,2008 , Case study-Online Matrimony Services in India, Workbook on Consumer Behavior,Icfai Business SchooL,2008 , case study-HSBC Local Bank to the World",Workbook on Consumer Behavior,Icfai Business School,2008 , Case study-Technological Innovation: The Philips Way, Workbook on Consumer Behavior,Icfai Business School,2008 , Article on Cognitive Dissonance and Purchase Involvement in the Consumer Behavior Context, Direct Marketing : an International Journal, Vol 3, No.3,2009 , Case study on- Einstein: A Relatively Popular Personality, Workbook on Consumer Behavior,Icfai Business School,2008 , Case study on Balbir Pasha: The Baadshah of Aids Campaigns in India, Workbook on Consumer Behavior,Icfai Business School,2008 , case study on Deloitte: Cutting The Bull With Bullfighter, Workbook on Consumer Behavior,Icfai Business School,2008 , Case study on GAP: Bridging the Gaps in its Offerings, Workbook on Consumer Behavior,Icfai Business School,2008 , case study on "Shared values": a campaign gone hollow, Workbook on Consumer Behavior,Icfai Business School,2008 , Case study on Diesel: Style Dictator of the Rebels, Workbook on Consumer Behavior,Icfai Business School,2008 , Title Consumer Behavior Consumer Behavior- Building Marketing Strategy Consumer Behavior Author Loudon, D.L and Della Bitta, A.J Hawkins, D. L and Best Roger Schiffman and Kanuk Edition 9th 6th 10th Year Publisher Name Tata McGraw Hill Tata McGraw Hill Pearson Author Babin and Harris Edition 1st Year Publisher Name Cengage Learning

OR-16 OR-17 OR-18 OR-19 OR-20 OR-21 OR-22 OR-23 OR-24 OR-25 OR-26 OR-27 OR-28 OR-29

Case study on Dove: Campaigning for Real Beauty, Workbook on Consumer Behavior,Icfai Business School,2008 , case study on Pet Services in India: From Bow-Bow to Wow- Wow, Workbook on Consumer Behavior,Icfai Business School,2008 , Case study on Low cost airlines -Taking Indian aviation by storm, Workbook on Consumer Behavior,Icfai Business School,2008 , Case Study on Mobile Telephony in India: Hungama Unlimited, Workbook on Consumer Behavior,Icfai Business School,2008 , Case study on Reva-The Eco-Friendly Car, Workbook on Consumer Behavior,Icfai Business School,2008 , Case study on LEGO Toys: The story of Playful Learning, Workbook on Consumer Behavior,Icfai Business School , Case :Deighton, J and Kornfeld, Nettwork : Digital Marketing in the Music Industry, HBR Case, Mar 2010 , Case, Li, C and Bernoff, Tapping the Groundswell with Twitter, HBR Case, 2011 , Pinto, PS, Neroolac Nets a New Hue, The Strategist, Collection of Cases, 2011 , Iyer, B, Pepsodent Fights on, The Strategist, Collection of Cases, 2011 , Bhandari, B and Kar, S, Reebok Straddles Mass and Class, The Strategist, Collection of Cases, 2011 , Unnithan,C, Prickly Competition to Beat the Heat, The Strategist, Collection of Cases, 2011 , Datta, K & Mishra, M, Spicejet Flight to Profit,Pinto, The Strategist, Collection of Cases, 2011 , Kar, S, Streching out in a Tight Space, The Strategist, Collection of Cases, 2011 ,

Relevant Websites Sr No RW-1 RW-2 RW-3 RW-4 RW-5 RW-6 RW-7 RW-8 (Web address) (only if relevant to the course) http://www.businessballs.com/roleplayinggames.htm www.emeraldinsight.com www.economicwebinstitute.org www.marketingmag.com http://www.businessweek.com http://www.business-standard.com/india/ Ocw.mit.edu http:/www.bestmanagementarticles.com/ Salient Features For role plays Research paper/articles Key concept/article Study material on Consumer Behavior Latest business news Important for every manager. The site contains relevant and latest news on companies Institutional free portal sharing information related to management and technology courses articles on new marketing ussues

Audio Visual Aids Sr No AV-1 (AV aids) (only if relevant to the course) Video Case Study on Consumer Observation Salient Features Consumer Research Techniques

LTP week distribution: (LTP Weeks) Weeks before MTE 7

Weeks After MTE Spill Over

6 2

Detailed Plan For Lectures

Week Number Lecture Number Broad Topic(Sub Topic) Chapters/Sections of Text/reference books Other Readings, Lecture Description Relevant Websites, Audio Visual Aids, software and Virtual Labs OR-3 Learning Outcomes Pedagogical Tool Demonstration/ Case Study / Images / animation / ppt etc. Planned

Week 1

Lecture 1

Introduction to Consumer Behavior(Relationship Marketing and Consumer Behavior) Introduction to Consumer Behavior(Competition and Consumer Orientation) Introduction to Consumer Behavior(Consumer Behavior, Meaning and Significance) Introduction to Consumer Behavior(Concepts, Consumer and Consumer Behavior)

T-1:Ch 1

Relationship Marketing Students will gain Case Study and Consumer Behavior insights on Relationship Marketing and Consumer Behavior Competition and Consumer Orientation Students will understand basic concepts related to Consumer Behavior Students will understand basic concepts related to Consumer Behavior Case Study

T-1:Ch 1

OR-3

T-1:Ch 1

Consumer Behavior, Meaning and Significance OR-25

T-1:Ch 1

Concepts, Consumer and Relevance of Consumer Behavior CouStudents will understand basic concepts related to Consumer Behaviorrse Role of Consumer Student will learn about Behavior in Business and significance of society Consumer Behavior Approaches to study consumer Behavior, Dynamic consumer behaviour Organizations as Consumers Student will learn about approaches to study of Consumer Behavior Students will understand Consumer Behavior from Organization Perspective Case, p196, Mukerjee, Cengage

Introduction to Consumer Behavior(Role of Consumer Behavior in Business and society) Introduction to Consumer Behavior(Approaches to study consumer Behavior, Dynamic consumer behaviour) Introduction to Consumer Behavior(Organizations as Consumers)

T-1:Ch 1

T-1:Ch 1

R-2:Ch 19

Lecture 2

Consumer Value Framework,Consumer Learning and Perception(Value and the consumer behaviour value framework,Meaning) Consumer Value Framework,Consumer Learning and Perception(Consumer Perception, Process, JND concept)

T-1:Ch 2

Value and the consumer Students will behaviour value understand Consumer framework,Meaning Value Framework

Lecture 3

T-1:Ch 3

Consumer Perception, Process, JND concept

Students will understand Consumer Perception and related concepts

Case, p116, Mukerjee, Cengage

Week 1

Lecture 3

Consumer Value Framework,Consumer Learning and Perception(Implicit and Explicit memory) Consumer Value Framework,Consumer Learning and Perception(Enhancing consumer attention) Consumer Value Framework,Consumer Learning and Perception(Intentional and Unintentional learning)

T-1:Ch 3

Implicit and Explicit memory

Students will understand Implicit and Explicit Memory Students will gain insights on Consumer Attention Case

T-1:Ch 3

OR-2

Enhancing consumer attention

T-1:Ch 3

Intentional and Unintentional learning

Students will learn Case, p153, Mukerjee, about Intentional and Cengage Unintentional Learning Students will understand Issues related to Consumer Comprehension and Motivation Students will learn about Multiple store theory of memory

Week 2

Lecture 4

Consumer Comprehension and Motivation(Comprehension, the concept and its influences)

T-1:Ch 4

Comprehension, the concept and its influences

Consumer Comprehension and Motivation(Multiple store theory of memory) Consumer Comprehension and Motivation(Associative networks and consumer knowledge)

T-1:Ch 4

Multiple store theory of memory

T-1:Ch 4

Associative networks Students will learn on and consumer knowledge Issues Related to Associative networks and consumer knowledge Motivation and consumer behaviour Students will Case Study, p147, Text understand about Issues Related to Consumer Motivation Students will understand about Homeostasis, self improvement

Lecture 5

Consumer Comprehension and Motivation(Motivation and consumer behaviour) Consumer Comprehension and Motivation(Homeostasis, selfimprovement) Consumer Comprehension and Motivation(Cognitive Schemata and reactions to new products)

T-1:Ch 5

Lecture 6

T-1:Ch 5

Homeostasis, selfimprovement

T-1:Ch 5

Cognitive Schemata and Students will reactions to new understand about products Cognitive Schemata and reactions to new products Consumer emotions and Students will learn value, Measuring about Consumer emotions Emotions and Personality Differences in Emotional Behavior, Emotion, meaning and schema based affect Students will understand about differences in Emotional Behavior, Emotion, meaning and schema based affect Case Study, p151, Text

Week 3

Lecture 7

Consumer Emotions and Personality(Consumer emotions and value, Measuring emotions) Consumer Emotions and Personality(Differences in Emotional Behavior, Emotion, meaning and schema based affect)

T-1:Ch 5

T-1:Ch 5

Week 3

Lecture 8

Consumer Emotions and Personality(Personality and consumer behaviour, Psychoanalytical and Trait approach) Consumer Emotions and Personality(Brand Personality)

T-1:Ch 6

OR-9

Personality and consumer behaviour, Psychoanalytical and Trait approach

Students will understand about Personality and consumer behaviour, Psychoanalytical and Trait approach Students will understand about Brand Personality Students will understand about Consumer Lifestyle and Psychographics Students will understand about Role of self concept in Consumer behavior Students will learn about Segmentation and self congruency Students will learn about Attitude and attitude components

Case Study, p150, Text

T-1:Ch 6

Brand Personality

Lecture 9

Consumer Life Styles, Attitudes and Consumers in Situations (Consumer Lifestyle and Psychographics) Consumer Life Styles, Attitudes and Consumers in Situations(Role of self-concept in Consumer behaviour) Consumer Life Styles, Attitudes and Consumers in Situations (Segmentation and selfcongruency) Consumer Life Styles, Attitudes and Consumers in Situations (Attitude and attitude components) Consumer Life Styles, Attitudes and Consumers in Situations (Functions of attitude and Hierarchy of effects,) Consumer Life Styles, Attitudes and Consumers in Situations (Consumer attitude models and Attitude change theories) Consumer Life Styles, Attitudes and Consumers in Situations (Consumer attitude models and Attitude change theories) Consumer Life Styles, Attitudes and Consumers in Situations (Message, source effects and Persuasion) Consumer Life Styles, Attitudes and Consumers in Situations (Consumer in Situations) Consumer Life Styles, Attitudes and Consumers in Situations(Value in situation, Time and consumer behaviour)

T-1:Ch 6

Consumer Lifestyle and Psychographics

Week 4

Lecture 10

T-1:Ch 6

Self Concept

Case Study, p148, Text

Lecture 11

T-1:Ch 6

Segmentation and selfcongruency

Lecture 12

T-1:Ch 7

RW-4

Attitude and attitude components

Case Study, p148, Text

Week 5

Lecture 13

T-1:Ch 7

Functions of attitude and Students will learn Hierarchy of effects, about Functions of attitude and Hierarchy of effects, Consumer attitude models and Attitude change theories Students will learn about Consumer attitude models and Attitude change theories Students will learn about Consumer attitude models and Attitude change theories Students will learn about Message, source effects and Persuasion Students will learn about Consumer in Situations Case

Lecture 14

T-1:Ch 7

Lecture 15

T-1:Ch 7

Consumer attitude models and Attitude change theories

Week 6

Lecture 16

T-1:Ch 7

Message, source effects and Persuasion

Lecture 17

T-1:Ch 11

Consumer in Situations

Lecture 18

T-1:Ch 11

OR-18

Value in situation, Time Students will and consumer behaviour understand Value in situation, Time and consumer behavior

Week 7

Lecture 19

Consumer Life Styles, Attitudes and Consumers in Situations (Impulsive shopping and consumption) Consumer Life Styles, Attitudes and Consumers in Situations(Retail and service atmospherics) Consumer Life Styles, Attitudes and Consumers in Situations (Antecedent conditions)

T-1:Ch 11

Impulsive shopping and consumption

Students will understand Impulsive shopping and consumption Students will understand Retail and service atmospherics Students will understand Antecedent conditions

Lecture 20

T-1:Ch 11

Retail and service atmospherics Antecedent conditions

Lecture 21

T-1:Ch 11

MID-TERM
Week 8 Lecture 22 Consumer Culture, Group and Interpersonal Influence(Consumer culture and Consumer Behavior) Consumer Culture, Group and Interpersonal Influence(Cultural Norms and sanctions) Consumer Culture, Group and Interpersonal Influence(Using core societal values) Lecture 24 Consumer Culture, Group and Interpersonal Influence(How culture is learned) Consumer Culture, Group and Interpersonal Influence (Fundamental elements of communication) Week 9 Lecture 25 Consumer Culture, Group and Interpersonal Influence(Micro Cultures) Consumer Culture, Group and Interpersonal Influence(Group Influence) Consumer Culture, Group and Interpersonal Influence(Reference group influence) Consumer Culture, Group and Interpersonal Influence(Reference Groups and Social power) Consumer Culture, Group and Interpersonal Influence(Word of mouth and House hold decision making) Week 10 Lecture 28 Consumer Culture, Group and Interpersonal Influence(Cross Cultural Consumer Behavior) T-1:Ch 8 Consumer culture and Consumer Behavior Cultural Norms and sanctions Using core societal values OR-7 How culture is learned Students will gain insights on Consumer Culture Students will gain insights on Cultural Norms and sanctions Students will gain Insights on Using core societal values Students will understand as to How culture is learned Case, p219,Text Case, p218, Text

Lecture 23

T-1:Ch 8

T-1:Ch 8

T-1:Ch 8

Case

T-1:Ch 8

Fundamental elements of Students will communication understand Fundamental elements of communication Micro Cultures Students will understand Micro Cultures Students will understand Group Influence Students will understand Reference group influence Students will understand Reference Groups and Social power Students will understand Word of mouth and House hold decision making Case, p223, Text Case , p221, Text

T-1:Ch 9

Lecture 26

T-1:Ch 10

OR-17

Group Influence

Lecture 27

T-1:Ch 10

Reference group influence Reference Groups and Social power

Case, p223, Text

T-1:Ch 10

T-1:Ch 10

OR-5

Word of mouth and House hold decision making

R-2:Ch 2

Cross Cultural Consumer Students will Behavior understand Cross Cultural Consumer Behavior

Week 10

Lecture 29

Need Recognition and Search (Need recognition and search) Need Recognition and Search (Decision making and choice)

T-1:Ch 12

Need recognition and search OR-13 Decision making and choice Decision making perspectives Decision making Approaches

Students will understand Need recognition and search Students will understand Decision making and choice Students will understand Decision making perspectives Students will understand about decision making approaches Students will understand important stages in decision making, need recognition Students will understand important stages in decision making, external search Students will learn Case p278, Text about Important phases in decision making, value and alternative evaluation Students will learn Case p281, Text about Important phases in decision making, value and alternative evaluation Students will understand Important phases in decision making, Categorization Students will understand Important phases in decision making Case, p341, Text Case p278, Text

T-1:Ch 12

Lecture 30

Need Recognition and Search (Decision making perspectives) Need Recognition and Search (Decision making Approaches)

T-1:Ch 12

Case p278, Text

T-1:Ch 12

Case p281, Text

Need Recognition and Search (Internal search and consideration set)

T-1:Ch 12

Internal search and consideration set

Need Recognition and Search (External search)

T-1:Ch 12

External search

Week 11

Lecture 31

Alternative Evaluation and Choice (Evaluation of Alternatives, Criteria)

T-1:Ch 13

Alternative Evaluation and Choice

Alternative Evaluation and Choice (Value and Alternative Evaluation)

T-1:Ch 13

Value and Alternative Evaluation

Lecture 33

Alternative Evaluation and Choice (Product Categorization and Criteria Selection) Alternative Evaluation and Choice (Consumer Choice Decision Rules)

T-1:Ch 13

Product Categorization and Criteria Selection

T-1:Ch 13

Consumer Choice Decision Rules

Consumption to Satisfaction and Consumer Relationships (Consumption, value and satisfaction) Consumption to Satisfaction and Consumer Relationships(Theories of post consumption reactions)

T-1:Ch 14

Consumption, value and Students will gain satisfaction insights on Consumption, value and Satisfaction Theories of post consumption reactions Students will understand theories on Post Consumption Reactions

T-1:Ch 14

Week 12

Lecture 34

Consumption to Satisfaction and Consumer Relationships (Consumer Satisfaction Dissatisfaction measurement issues) Consumption to Satisfaction and Consumer Relationships(Disposing of refuse)

T-1:Ch 14

Consumer Satisfaction Dissatisfaction measurement issues

Students will gain knowledge about Satisfaction measurement related issues Students will learn on how to cope up with refusal

T-1:Ch 14

Disposing of refuse

Lecture 35

Consumption to Satisfaction and Consumer Relationships (Consumer Relationship, Complaining and spreading WOM) Consumption to Satisfaction and Consumer Relationships(Switching Behavior and Consumer Loyalty) Consumption to Satisfaction and Consumer Relationships(Value, relationships and consumers)

T-1:Ch 15

OR-9

Consumer Relationship, Students will learn Article Complaining and about Consumer spreading WOM Relationship, Complaining and WOM Switching Behavior and Students will gain Consumer Loyalty insights on Switching Behavior Value, relationships and Students will consumers Strengthen knowledge about Value, Relationships and Consumers Consumer Misbehavior and Exchange Students will attain conceptual clarity on Consumer Misbehavior and Exchange Students will gain knowledge about Marketing Ethics and Misbehavior

T-1:Ch 15

T-1:Ch 15

Lecture 36

Consumer and Marketing Misbehavior(Consumer Misbehavior and Exchange) Consumer and Marketing Misbehavior(Marketing Ethics and Misbehavior)

T-1:Ch 16

T-1:Ch 16

RW-2

Marketing Ethics and Misbehavior

Week 13

Lecture 37

Consumer and Marketing Misbehavior(Corporate Social Responsibility and Regulation of Marketing Activities) Consumer and Marketing Misbehavior(Public Criticism of Marketing) Consumer and Marketing Misbehavior(Difference with Consumer Problem Behavior)

T-1:Ch 16

Corporate Social Student will learn about Responsibility and CSR and Consumer Regulation of Marketing Behavior Activities Public Criticism of Marketing Difference with Consumer Problem Behavior Students will gain Insights on Public Criticism of Marketing Students will clarify concepts of Marketing Misbehavior and Consumer Behavior

Lecture 38

T-1:Ch 16

Lecture 39

T-1:Ch 16

SPILL OVER
Week 14 Lecture 40 OR-4 Product Involvement as a Students will gain Predictor of Generation Insights on Consumer Y Decision making Consumer Decision Making Styles Online purchase behaviour Students will learn about Branding and Perception Article

Lecture 41

OR-6

Case

Week 14

Lecture 42

OR-11

Consumer Behavior Insights

Students will learn about Advertising and Customer Preferences

Case

Scheme for CA:

Component Homework Frequency 2 Total :Out Of 3 Each Marks Total Marks 10 10 20 20

Details of Academic Task(s)

AT No. Objective Topic of the Academic Task Nature of Academic Task (group/individuals/field work Group Evaluation Mode Allottment / submission Week 2 / 11

Homework 1

To improve analytical and presenttion skills

Relevant Cases will be allocated to each student in groups and will be required to present the same after thorough analysis.

Analysis of case problem:15; Communication Skills:5; Question Handling:5; write up: 5. The actual weightage is 10 marks. Quality of Interpretation 15, Alignment with course concepts 15. The actual weigthage is 10 marks. 40 Questions (based on DAA Policy on HWs) will be drafted and used for Test. The actual weightage is 10 marks.

Homework 2

To improve Analytical skills

Examine the DDB data in Tables 1 to 7 for differences among heavy consumers of the given activities. Why do you think these differences exist in different demographic factors? How would you use these insights to develop marketing strategy?

Individual

3 / 10

Homework 3

To evaluate the learning from the course

Quiz will be conducted in L32 based on all topics from course and students will be required to attempt the same.

Individual

11 / 11

Plan for Tutorial: (Please do not use these time slots for syllabus coverage)
Tutorial No. Lecture Topic Type of pedagogical tool(s) planned (case analysis,problem solving test,role play,business game etc)

Tutorial 1

Guidance on Case Analysis

Case analysis

Tutorial 2 Tutorial 3 Tutorial 4 Tutorial 5 Tutorial 6 Tutorial 7

CBP 1, Mukherjee, S, Cengage, p371 CBP 2, Mukherjee, S, Cengage, p375 CBP 3, Mukherjee, S, Cengage, p380 CBP 4, Mukherjee, S, Cengage, p385 CBP 5, Mukherjee, S, Cengage, p390 Revision and HW discussion

Case analysis Case analysis Case analysis Case analysis Case analysis Problem solving

After Mid-Term
Tutorial 8 Tutorial 9 Tutorial 10 Tutorial 11 Tutorial 12 Tutorial 13 MTE Paper discussion CBP 6, Mukherjee, S, Cengage, p393 CBP 7, Mukherjee, S, Cengage, p 417 CBP 8, Mukherjee, S, Cengage, p 104 CBP 9, Mukherjee, S, Cengage, p168 Revision and discussion Problem solving Case analysis Case analysis Case analysis Case analysis Problem solving