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COURSE OBJECTIVE:
The course objectives include:
Understanding the psychological processes that underlie consumer choices.
To develop the understanding of the buyer decision making process, both individually and in groups.
Studying characteristics of individual consumers such as demographics and behavioral variables.
Assessing influences on the consumer from groups such as family, friends, reference groups, and
society in general.
COURSE CONTENTS:
Module Sessio
n No./s
No.
I
1-2
3-4
III
IV
6-7
Consumer Research
Consumer Research Process
Consumer Research: products and their development
Consumer Research: identifying target markets
Consumer Research: suitable sales & promotions
Consumer Research: Distribution of a product
Article Review:
Clarkson JJ; Janiszewski C and Cinelli MD (2013), The desire for consumption
knowledge, Journal of Consumer Research, Vol 39, No 6,pp 1313- 1319
Consumer Motivation
Motivation as a Psychological force
Dynamics of motivation
Types and Systems of needs
Measurement of motives
Readings:
Schiffman LG, Kanuk LL and Kumar SR (2010), Consumer Behavior, Ch 4
Article Review:
Yankelovich D and Meer D (2006), Rediscovering Market Segmentation, HBR
Personality
Lifestyles (VALS) and Psychographics
Consumer Involvement and values
Readings:
Schiffman LG, Kanuk LL and Kumar SR (2010), Consumer Behavior, Ch 5
9-10
11
Article Review:
1. Laros FJM, Steenkamp JEM (2005), Emotions in consumer behavior: a
hierarchical approach, Journal of Business Research, pg 1437- 1445
Case Assignment:
Ethnic Consumer Consulting: HBR
Consumer Perception
Elements of perception
Dynamics of Perception
Perception and Technological products
Marketing Implications Price, Retail, Advt. and Product / Package
Design
Consumer Learning & Memory
Elements of Consumer Learning
Memory
The Concept of Conditioning and Reality
Building Relationship programmes
Readings:
Schiffman LG, Kanuk LL and Kumar SR (2010), Consumer Behavior, Ch 6 & Ch 7
Article Review:
Rohani A (2012), Impact of Dynamic Pricing Strategies on Consumer Behavior,
Journal of Management Research, Vol 4, No 4
Tsai C and Hsee C (2008), Hedonomics in Consumer Behavior, HBR
Case:
DO OUR AVATARS LEARN: Case from Solomon M. Consumer Behaviour, pg 122-123
12-13
Case:
Pillsbury Cookie Challenge : HBR Case Study
VI
14
15
16
Article Review:
Soberon Ferrer, Horacio & Dardis and Rachel (1991), Determinants of Household
expenditures for services, Journal of Consumer Research, Vol.17, Issue 4, pp 385-398.
VII
17
Diffusion of innovation
Readings:
Schiffman LG, Kanuk LL and Kumar SR (2010), Consumer Behavior, Ch 13 & Ch 14
Article Review:
Sinha Piyush Kumar (2003) , Shopping Orientation in the Evolving Indian Market,
Vikalpa, Vol.28 No.2, pp13-23.
Case:
MIT SLOAN: Overcoming Customer resistance to Innovation
VIII
IX
18
19
20
PEDAGOGY:
Case studies will be used extensively, dates for student presentations will be indicated in the class.
Brief student presentation on a regular basis to understand various dimensions of buying behavior in
different categories (through article review).
EVALUATION PARAMETERS:
End Term Examination
Internal Assessment
50%
50%
Weightage
5