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Course Case Map for

CONSUMER
BEHAVIOR

Case Mapping for


CONSUMER BEHAVIOR
by Leon G Schiffman | Leslie Lazar Kanuk
S Ramesh Kumar
th
www.etcases.com 10 Edition, Pearson Education
Course Case Map for
CONSUMER BEHAVIOR

Must-Read Articles / Background Notes’ Inventory

 The Future Shopper - The Futures Company And Kantar Retail (WPP, 2013)  Why Consumers Don’t Buy: The Psychology Of New Product Adoption - John T. Gourville
 Neuro Economics: Science Or Science Fiction? - Jim Heskett (HBS Working Knowledge, (HBS Note, 2003)
2007)  Is Less Becoming More? - James Heskett (HBS Working Knowledge, 2005)
 When Product Variety Backfires - Poping Lin (HBS Working Knowledge, 2005)  Rediscovering Marketing Segmentation - Daniel Yankelovich And David Meer (HBR,
 How To Delight Your Customers - Barry Berman (California Management Review, Fall 2005) February 2006)
 Implicit Predictors Of Consumer Behaviour - Nanci M. Puccinelli (HBS Note, 2001)  What Customers Want From Your Products - Clayton M. Christensen, Scott Cook, And
 Symbols For Sale - Sydney J. Levy (HBR, 1957) Taddy Hall (HBS Working Knowledge, 2006)
 Why Do Outlet Stores Exist? - Michael Blanding (HBS Working Knowledge, 2014)  The New Indian Consumer - Ashok Gopal And Rajesh Srinivasan (HBR, October 2006)
 The Vector Hypothesis Of Consumer Behaviour - Warren J. Bilkey (The Journal Of  What Happens When The Economics Of Scarcity Meets The Economics Of Abundance? -
Marketing, October 1951) James Heskett, (HBS Working Knowledge, 2006)
 Motivation, Cognition, Learning – Basic Factors In Consumer Behaviour - James A. Bayton  How To Be A Customer - John Quelch (HBS Working Knowledge, 2007)
(The Journal Of Marketing, January 1958)  ‘Men Buy, Women Shop’: The Sexes Have Different Priorities When Walking Down The
 Uses Of Sociology In Studying ''Consumption” Behaviour - Charles Y. Glock And Francesco Aisles (Knowledge@Wharton, 2007)
M.Nicosia (Journal Of Marketing, July 1964)  Companies And Customers Who Hate Them - Gail McGovern And Youngme Moon (HBR,
 Probabilistic Models Of Consumer Buying Behaviour - Alfred A. Kuehn And Ralph L.Day June 2007)
(Journal Of Marketing, October, 1964)  Understanding The ‘Want’ Vs. ’Should’ Decision - Sarah Jane Gilbert (HBS Working
 Can Attitude Measurement Predict Consumer Behaviour - Jon G. Udell (The Journal Of Knowledge, 2007)
Marketing, October 1965)  Extremeness Seeking: When And Why Consumers Prefer The Extremes - John T. Gourville
 A Mathematical Model For Consumer Behaviour - Benjamin Lipstein (Journal Of Marketing And Dilip Soman (HBS Working Knowledge, 2007)
Research, Vol. II (August, 1965), Pp. 259-265)  The Next Marketing Challenge: Selling To ’Simplifiers’ - John Quelch (HBS Working
 Consumer Self-Concept, Symbolism And Market Behaviour: A Theoretical Approach - Knowledge, 2008)
Edward D. Grubb And Harrison L. Grathwohl, (Journal Of Marketing, October 1967)  Long-Tail Economics? Give Me Blockbusters! - John Quelch (HBS Working Knowledge,
 Can Cognitive Dissonance Theory Explain Consumer Behaviour - Sadomi Oshikawa (The 2008)
Journal Of Marketing, October 1969)  The ‘Luxury Prime’: How Luxury Changes People - Sarah Jane Gilbert (HBS Working
 The Role Of Risk In Consumer Behaviour - James W. Taylor (Journal Of Marketing, April Knowledge, 2010)
1974)  The Future Of Shopping - Darrell Rigby (HBR, December 2011)
 Cognitive Dissonance And Consumer Behaviour: A Review Of The Evidence - William H.  Emotional Cues That Work Magic On Customers - Eduardo B.Andrade And Mario
Cummings And M.Venkatesan (Journal Of Marketing Research Vol. XIII (August 1976), Capizzani (HBR, Expert Insight, 2011)
303-8)  Clay Christensen’s Milkshake Marketing - Carmen Nobel (HBS Working Knowledge, 2011)
 Use Strategic Models To Predict Consumer Behaviour - David E. Schnedler (Sloan  What Neuroscience Tells Us About Consumer Desire - Carmen Nobel (HBS Working
Management Review, Spring 1996) Knowledge, 2012)
 Kernels Of Truth About Marketing To Women (Knowledge@Wharton, 2000)  To Buy Happiness, Spend Money On Other People - Carmen Nobel (HBS Working
 Uncovering Patterns In Cyber Shopping - Wendy W.Moe And Peter S. Fader (California Knowledge ( VIDEO), 2013)
Management Review, Summer 2001)  The Art And Science Of Sound: How Music Influences Consumers (Knowledge@Wharton,
 Pricing And The Psychology Of Consumption - John Gourville And Dilip Soman (HBR, 2014)
September 2002)  How Our Brain Determines If The Product Is Worth The Price - Carmen Nobel (HBS Working
 The Customer Has Escaped - Paul F. Nunes And Frank V. Cespedes (HBR, November 2003) Knowledge, 2014)

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Course Case Map for
CONSUMER BEHAVIOR

Widely-used Books for Consumer Behavior

Why We Buy: Buyology: How Customers Think: Spent: Sex, Why She Buys: Sway: The Irresistible The Art of Choosing Buying In:
The Science of Truth and Lies Essential Insights into Evolution, and The New Strategy Pull of Irrational by What We Buy
Shopping About Why We Buy the Mind of the Consumer Behavior for Reaching the Behavior Sheena Iyengar and Who We Are
by Paco Underhill, by Paco Underhill, Market by Geoffrey Miller World’s Most Powerful by Ori Brafman, by Rob Walker
Rick Adamson Martin Lindstrom by Zaltman Consumers Rom Brafman
by Bridget Brennan

Why People Buy Things Shiny Objects: Consumerology: Cracking the Code: Call of the Mall: Decoding the Born to Buy: All the Money
They Don't Need Why We Spend Money The Myth of Market Leveraging Consumer The Geography of New Consumer Mind: A Groundbreaking in the World:
by Pamela Danziger We Don't Have in Research, the Truth Psychology to Drive Shopping by the How and Why Exposé of a Marketing What the Happiest
Search of Happiness About Consumers Profitability Author of We Shop and Buy Culture That Makes People Know
We Can't Buy and the Psychology by Why We Buy by Kit Yarrow Children "Believe About Wealth
by James A. Roberts of Shopping by Paco Underhill They Are What They by Laura Vanderkam
by Philip Graves Own." (USA Today)
by Juliet B. Schor

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Course Case Map for
CONSUMER BEHAVIOR

Hollywood Classics

What Women Want Minority Report Jobs Cadillac Man Good Will Hunting Touching the Void

Tin Men The Prime Gig The Pursuit of Happyness The Sandlot Confessions of a
Shopaholic

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Course Case Map for
CONSUMER BEHAVIOR

List of Mapped ET Cases’ Case Studies for Consumer Behavior


S.No. Chapter Case Study/ Key Concepts S.No. Chapter Case Study/ Key Concepts
Case Flyer/Case Brief Case Flyer/Case Brief
1 Chapter I: Consumer The Indian ‘Consumer’ Consumer Behavior and Consumer Markets; Indian Consumer; 11 Chapter IX: Hindustan Unilever's Advertising; Communication and Hindustan Unilever Limited;
Behavior: Meeting Market: Deprived to Indian Consumer Markets; Consumer Behavior and Millennials; Communication Kan Khajura Tesan: Communication and rural consumers; Communication and
Changes and Democratic? Consumer Behavior Motivation; Consumer Behavior and Lavidge and and Consumer 'On-Demand' entertainment content; Communication and media dark regions;
Challenges Steiner's Model; Consumer Behavior and 4Ps of Marketing Behavior Consumer Communication and cultural relevance; Communication and price
Communication sensitive consumers
2 Chapter I: Consumer A Lifetime in a Decade Consumer Behavior and Shifts in Consumer Behavior; Consumer
Behavior: Meeting Behavior and Indian Consumer; Consumer Behavior and Paradigm 12 Chapter IX: Colgate's SlimSoft Buzz Marketing and Consumer Behavior; Buzz Marketing and
Changes and Shifts; Market Manifestations; Consumer Behavior and Millennials; Communication Charcoal Toothbrush Communication; Viral Marketing; Word of Mouth Marketing;
Challenges Consumer Behavior and Social Networks; Indian Consumer Market and Consumer in India: Bristling with Brand Communities; Buzz Marketing in India; Integrated Marketing
Behavior Buzz Marketing Communication; Buzz Marketing and Opinion Leaders
3 Chapter II: Consumer Behavior@ Consumer Research; Consumer Research and Consumer behavior;
The Consumer Airport Retail Outlets: Consumer Research for Airport Retail; Consumer Research and 13 Chapter IX: Communication and Advertising Appeals and Consumer Behavior; Abrasive Advertising;
Research Process Vineet Verma’s Quantitative research; Consumer Research and Qualitative research; Communication Advertising Appeals: Consumer Communication; Customer value proposition;
Consumer Research Consumer behavior at airports; Consumer behavior at Indian and Consumer Consumer Advertising Appeals and Celebrities; Visualizers and Verbalizers;
Dilemmas airports; Consumer Research for retailing Behavior (Dis)Connect? Advertising Appeals and Benefits of a Brand's Value Proposition
4 Chapter III: Market Customer Experience Customer Experience; Customer Experience and Brand Experience; 14 Chapter IX: DBS Bank's Chilli Communication and Consumer Behavior; Communication and the
Segmentation as Segmentation Basis: Customer Experience and Segmentation; Customer Experience as Communication Paneer Campaign: Channels of Communication; Communication and Target Consumers;
and Strategic The ‘Luxury’ in Segmentation Basis; Customer Experience and Price Pyramid; and Consumer Communicating with Communication and Digital Media; Social Media; New Media;
Targeting Question Customer Experience and Differentiation; Customer Loyalty Behavior Conversation Starters Communication and Emotional Resonance
5 Chapter IV: Customer Experience Consumer Motives and Experience; Consumer Motives and 15 Chapter X: Ariel India’s Share the Husband-Wife Decision Making; Husband-Wife Decision Making and
Consumer @ Shopping Malls: Motivation; Consumer Motives and Needs; Consumer Needs; The Family Load Campaign: Social Class; Husband-Wife Decision Making and the Family;
Motivation Influencing Customer Customer Experience; Consumer Motives and Shopping Malls; and Social Class Influencing Husband-Wife Decision Making and Indian Family; Family Life Cycle
Motives and Needs Consumer Motives and Maslow's Hierarchy of Needs Husband-Wife Spousal Joint Purchase Decision Matrix Model; Family Decision
Decision-Making? Making; Husband-Wife Decision and Share the Load Campaign
6 Chapter V: Chandni Chowk and Consumer Personality & Freudian, Neo-Freudian and Trait Theories;
Personality and Consumer Personality Legacy Shopping destinations; Brick and Mortar stores; e-commerce; 16 Chapter XI: Influence Indian Weddings: Influence Of Culture On Consumer Behavior; 3 Levels Of Subjective
Understanding Consumer Personality & Ethnocentrism, Cosmopolitanism; Consumer of Culture on Cultural Canopies? Culture; Enculturation; Acculturation; Indian Weddings; Cross
Consumer Personality & Dogmatism, OSL, Social Character; Consumer Cultural Marriages; Language & Symbols; Rituals; Cultural Customs;
Behavior Consumer Personality & Selling Techniques; Brand Personality Behavior Beliefs; Bollywood and Indian Weddings
7 Chapter V & Chapter VIII: Visualizers’ vs Visualizers and Verbalizers; Consumer Personality; Consumer 17 Chapter XII: Chinese Mobile Brands Cross-Cultural Consumer Behavior; Cross-Cultural Consumer Behavior
Verbalizers Consumers’ Attitudes; Consumer Personality and Motivation; Consumer Cross-Cultural and Cross-Cultural and Acculturation; Cross-Cultural Consumer Behavior and Chinese
Cognition and Personality and Cognition; Learning; Visualizers and Verbalizers; Consumer Consumer Behavior Brands; Cross-Cultural Consumer Behavior and Made in China; Cross-
Marketers Conviction Consumer Personality and Tri-Component-Attitude Model Behavior: An Cultural Consumer Behavior and Communication Strategies; Cross-
International Cultural Consumer Behavior and World Brands; Cross-Cultural
8 Chapter VI: Jockey – Product Product Positioning; Positioning and Consumer Perception; Product Perspective Consumer Behavior and Country of Origin Effects
Consumer Positioning Strategies Positioning and Consumer Imagery; Product Attributes; Product
Perception Positioning models; Strategic Positioning; Integrated Marketing; 18 Chapter XIII: Hector Beverages’ Innovation Diffusion; Innovation Diffusion and Culture; Innovation
Omni channel Marketing; Competitive Advantage Consumers and Paper Boat: Diffusing Diffusion and Communication Channels; Innovation Diffusion and
the Diffusion of Innovation through Social System; Adoption Process; Paper Boat; Strategic Positioning;
9 Chapter VII: KFC India – Relishing Consumer Learning; Behavioral Learning; Brand Equity; Brand Innovations “Drinks and Memories” Innovation Diffusion and Category Creators
Consumer on Consumer Learning? Loyalty; Cognitive Learning; Information Processing; Instrumental
Learning Conditioning; Reinforcement- Positive & Negative; Sensory Stores; 19 Chapter XIV: Godrej Expert Range Consumer Decision-making; Decision-making Levels;
Cues; Response; Stimulus Response Learning; Tri-Component Model; Consumer of Hair Colors: Indian Maslow's Hierarchy of Needs; 4 views of Consumer Decision-making;
Chunking; Retrieval Decision Making Consumers’ Dyeing Model of Consumer Decision-making; The Role of Needs and Style;
and Beyond Decisions Hair Dyeing Products in India; Hair Dyeing Brands in India;
10 Chapter VIII: Consumer Reviews and Consumer Reviews and Consumer Behaviour; Consumer Attitudes; 5Ps of Godrej Expert Rich Hair Crème; Hair Color Market in India
Consumer Consumer Attitudes: Consumer Reviews and Tri-Component Attitude Model; Multi
Attitude Honest Feedback and Attribute Attitude Model; Trying-to-Consume Model; Consumer 20 Chapter XV: Indian Advertisements, Marketing Ethics and Social Responsibility; Manipulating Consumers;
Formation and Confused Behaviour? Reviews and Attitude-Toward-the-Ad Model; Consumer Reviews Marketing Ethics Indian Consumers and False or Misleading Advertisements; Exploitive Targeting;
Change and Social Media and Social Ethical Conundrum: The perils of Consumers Precision Targeting; Covert Marketing;
Responsibility Confusopoly? Tinkering with Consumer Perceptions; Cause Related Marketing;
Marketing Ethics and Social Responsibility and Consumer Ethics

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S.No. S.No.
Mapping for Chapter I: Mapping for Chapter I:
1 Consumer Behavior: Meeting Changes and Challenges CASE STUDY 2 Consumer Behavior: Meeting Changes and Challenges CASE FLYER

The Indian ‘Consumerʼ Market: Deprived to Democratic? A Lifetime in a Decade

Abstract: Abstract:
This case study is enlisted primarily as an inaugural case study in the Consumer Behaviour course in the This case flyer, based on the accompanying article from The Economic Times, enables a discussion on a
Indian context. With relevant data, this case study provides a landscape of the evolution of Indian few defining paradigm shifts in Indian consumer behavior over the last decade. What differentiates the
consumer and Indian consumer market. Since independence in 1947, the Indian consumer has evolved to Indian consumer of 2014 from the Indian consumer of 2005? Largely the transformation was all about the
be an intriguing and discerning consumer. “Study the past, if you would divine the future”, said Confucius Indian consumer being a market maker than a market taker. The Indian consumer has been empowered to
centuries ago and this case study provides an historical context for understanding and analyzing the be a market maker with heightened global integration, ubiquitous technology, emboldened social
Indian consumer market and Indian consumers over the last six and half decades. Written to paint the networks and the resulting new discourse on lifestyles and self-embellishments. Not just that a consumer
Indian consumer canvas over four generations – traditionalists, baby boomers, Gen X and Gen is empowered but he is empowering others over the powerful social, digital and mobile platforms.
Y/millennial, this case study enables an understanding of the transition of the Indian consumer market Enriched with instantaneous information, the ever-discerning consumer has become even more
from being a sellersʼ market to a buyersʼ market. With about 35% of the Indian consumer market demanding. How should marketers gear up to stand up and deliver to the intriguing Indian consumer?
comprising of millenials (with intriguing characteristics, though), how should Indian marketers tap this
demographic dividend? Or, would it be a complicated demographic divide? What would digital density
Pedagogical Objectives
mean for demographic diversity?
 To understand some of the most defining characteristics of Indian consumers over the last decade (2005-2014) and
most importantly, examine the market manifestations of the same
Pedagogical Objectives
 To discuss and debate on the implications of these paradigms for the marketers and to identify the marketersʼ
 To understand how the Indian consumer market evolved since independence (1947) and examine what factors have responses
contributed to the transformation of the Indian consumer market from being sellersʼ market to buyersʼ market
 To examine the role of millennials in setting new marketing agendas
 To trace the evolution of new age Indian consumer through four generations – traditionalists, baby boomers, Gen X
and Gen Y/ millennial, and contrast the emerging Indian consumer landscape with the new rules of marketing
 To discuss and debate on what do the metamorphic changes mean for Indian marketers and how should they Key Concepts/Keywords
engage with the new age Indian consumer Consumer Behavior and Shifts in Consumer Behavior; Consumer Behavior and Indian Consumer; Consumer Behavior
and Paradigm Shifts; Consumer Behavior and Market Manifestations; Consumer Behavior and Millennials; Consumer
Key Concepts/Keywords Behavior and Social Networks; Consumer Behavior and Indian Consumer Market
Consumer Behavior and Consumer Markets; Consumer Behavior and Indian Consumer Markets; Consumer Behavior and
Indian Consumer; Consumer Behavior and Millennials; Consumer Behavior Motivation; Consumer Behavior and Lavidge
and Steiner's Model; Consumer Behavior and 4Ps of Marketing Chapter Reading/Background Material:
 Delshad Irani, “The millennial paradox: How to deal with a generation packed with contradictions”,
http://articles.economictimes.indiatimes.com/2013-12-11/news/45080590_1_millennial-gen-y-tough-nut,
Chapter Reading/Background Material: December 11th 2013 (accessed date: March 3rd 2015)
 Subbu Narayanswamy and Adil Zainulbhai, “Indiaʼs consumption evolution”, http://www.business-  Gurcharan Das, India Unbound: From Independence to Global Information Age, Penguin India, 2012
standard.com/article/opinion/india-s-consumption-evolution-107050501032_1.html, May 5th 2007  Rama Bijapurkar, We are Like That Only: Understanding the Logic of Consumer India, Penguin Group, 2009
 “Tapping into the Indian Consumer Market”, McKinsey Global Institute, June 28th 2007
 Damodar Mall, SUPERMARKETWALA: Secrets to Winning Consumer India, Random House, 2014
 Ashok Gopal and Rajesh Srinivasan, “The New Indian Consumer”, http://hbr.org/2006/10/the-new-indian-
 Santosh Desai, Mother Pious Lady - Making Sense of Everyday India, HarperCollins India, 2014
consumer/ar/1, October 2006 – To understand certain facets of the changed Indian consumer
 Rama Bijapurkar, A NEVER-BEFORE WORLD: Tracking the Evolution of Consumer India, Penguin Books India,
 Roland T. Rust, et al., “Rethinking Marketing”, www.hbr.org, January 2010 – To understand the improved way of
2013
building businesses by catering to the consumer requirements
 Darrell Rigby, “The Future of Shopping”, www.hbr.org, December 2011
 David Court, et al., “The Consumer Decision Journey”, www.mckinsey.com, June 2009
 Rama Bijapurkar, We are Like that Only, Penguin Books India, 2013
 Damodar Mall, SUPERMARKETWALA, Random House India, 2014

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CONSUMER BEHAVIOR
S.No. S.No.
Mapping for Chapter II: Mapping for Chapter III:
3 The Consumer Research Process CASE STUDY 4 Market Segmentation and Strategic Targeting CASE STUDY

Consumer Behavior@Airport Retail Outlets: Customer Experience as Segmentation Basis:


Vineet Vermaʼs Consumer Research Dilemmas The ‘Luxuryʼ in Question
Abstract: Abstract:
How can Consumer Research process be used to aid decision-making? How to connect the consumer This Case Study is meant to trigger a discussion on whether customer experience (brand experience) can
research process with business dilemmas? Presented through, a first generation successful entrepreneur, be considered as a segmentation basis? With intense competition among the organized players in every
Mr.Vineet Vermaʼs (Vineet) dilemmas, this case study can be used very effectively to sensitize the industry (especially B2C and C2C Categories) along with the ever-increasing competition from
participants/students to connect consumer research process with Vineetʼs business dilemmas. unorganized players with ever-discerning and demanding consumers, the marketers face a daunting task
While seemingly convinced by the retailing potential of his ethnic food retail outlet in Hyderabad to differentiate their products/services. Presented in a dialogue (between participants of an MBA and
International Airport (HIA), Vineet was unsure of the preferred business architecture –place, price points, Executive MBA program) format, this case study, presupposing a basic understanding of traditional
packaging sizes and types, etc. Given the dynamics of the potential growth of air traffic in India, and segmentation bases (Demographic, Psychographic, Geographic, Behavioral including VALS & PRIZM
increasing airport retailing in India, would an ethnic food retail outlet stand a fair chance of success? How models, etc.), attempts to contest the idea of customer experience as a new segmentation basis. What
to define the research objective and design the appropriate consumer research process to address kind of companies should attempt to adopt customer experience as a segmentation basis? How should
Vineetʼs business dilemmas outlined in the case study? Which kind of research techniques Qualitative or customer experience be designed and delivered? Would customer experience as a segmentation basis be
Quantitative would be appropriate to take a decision? more pertinent to the ‘Luxuryʼ segment than other segments?

Pedagogical Objectives
Pedagogical Objectives
 To revisit and review the relevance of market segmentation bases (Demographic, Geographic, Psychographic and
 To identify the relevant and appropriate consumer research technique/tool with the given business requirement
Behavioral including VALS & PRIZM) in the light of intense competition between companies of an industry and
 To sensitize the criticality of defining a research objective and understanding its efficacy in resolving research rivalry from private labels as well as unorganized sector players
dilemmas
 To analyze and debate on what kind of companies/industries this customer experience can be a deliverable
 To familiarize with designing an elaborate consumer research process to address business dilemmas segmentation basis
 To discuss and debate the possibility and scope of designing and delivering customer experience across the price
Key Concepts/Keywords pyramid for a product line

Consumer Research; Consumer Research and Consumer behavior; Consumer Research for Airport Retail; Consumer
Research and Quantitative research; Consumer Research and Qualitative research; Consumer behavior at airports; Key Concepts/Keywords
Consumer behavior at Indian airports; Consumer Research for retailing Customer Experience; Customer Experience and Brand Experience; Customer Experience and Segmentation; Customer
Experience as Segmentation Basis; Customer Experience and Price Pyramid; Customer Experience and Differentiation;
Customer Experience and Customer Loyalty
Chapter Reading/Background Material:
 Leon G. Schiffman, et al., Chapter II: “The Consumer Research Process”- Consumer Behavior, Pearson Publications
10th Edition, 2010 Chapter Reading/Background Material:
 “Traveller Behaviour in India”, www.adnear.com/pdf/insights-on-air-travellers-India.php, 2012–2013  Leon G. Schiffman, et al., “Market Segmentation and Strategic Targeting”, Consumer Behavior, 10th Edition,
 Alka Sharma and Ankita Nanda, “Impulse buying at airport terminals: A case of Indian consumers”, Asian Pearson Publications, 2010
Journal of Management Research, ISSN 2229 – 3795, Volume 3, Issue 1, 2012  B. Joseph Pine II and James H. Gilmore, “Welcome to the Experience Economy”, Harvard Business Review, July-
August 1998
 Theodore Kinni, “What Experience Would You Like with That?”, Strategy + Business, Booz & Co., August 24th
2010
 ”Customer Centric Retailing – Now You Know What Your Customers Really Want”, Roland Berger Strategy
Consultants, 2010
 Bruce D. Temkin, “The Customer Experience Journey”, Forrester Research Inc., September 17th 2008
 Alex Rawson, et al., “The Truth About Customer Experience”, Harvard Business Review, September 2013
 John DeVine and Keith Gilson, “Using Behavioral Science To Improve The Customer Experience”, McKinsey
Quarterly, February 2010

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CONSUMER BEHAVIOR
S.No. S.No.
Mapping for Chapter IV: Mapping for Chapter V:
5 Consumer Motivation CASE FLYER 6 Personality and Understanding Consumer Behavior CASE FLYER

Customer Experience @ Shopping Malls: Chandni Chowk and Consumer Personality


Influencing Customer Motives and Needs
Abstract: Abstract:
This case flyer is based on an article from The Economic Times and enables a discussion on whether and This Case Flyer and the base article can be used to relate the underlying theoretical constructs of
how shopping malls influence consumer motives and needs. While e-commerce growth (as personality and self-conceptare to consumer behavior at some of Indiaʼs oldest retail and wholesale
demonstrated by a number of firms and y-o-y growth figures of Flipkart, Snapdeal, Jabong, etc.) indicates marketplaces. Touted as poor manʼs shopping destinations existing over centuries, these shopping
the macro trends of consumer buying preferences, shopping malls woke up to considerably reduced destinations continue to attract consumers from the entire economic and social milieus. Despite the
number of shoppers. Having made huge investments, shopping malls are pulling out every stop to growing popularity of high-street shops, high-end shopping malls, ubiquitous presence of e-commerce
rechristen customer experience to engage with the discerning and demanding Indian consumers. Having companies attracting consumers in groups, etc., the traditional shopping destinations continue to draw
been exposed to lucrative and compelling online offers and exotic customer experience, offline (at crowds especially during festive seasons. Are the theories of personality (Freudian, Neo-Freudian and
shopping malls) consumers are fed with several extrinsic motive to oscillate on their preferences, who Trait theories) related in some manner with the consumer behavior at the traditional brick-and-mortar
would have the last laugh? and legacy shopping destinations? This case flyer also enables to identify the kind of traits these
customers exhibit, to gain an understanding of which might help the marketers to attract appropriate
Pedagogical Objectives
customers?
 To examine whether and how shopping malls influence consumer motives and needs
 To discuss and debate on how the straddling consumersʼ(straddling between online and offline) extrinsic motives Pedagogical Objectives
get influenced and shaped by malls and online stores  To have an overview of the efficacy of personality theories (including Trait theory) to understand the relationship
 To have an overview of the business architecture of shopping malls and the imminent threat of burgeoning e- between personality and consumer behavior in the light of consumers at some of Indiaʼs oldest marketplaces
commerce activity  To discuss and debate on the factors contributing to the continuing success of some of Indiaʼs oldest wholesale
marketplaces, brick-and-mortar marketplaces vis-à-vis the emergent high-end shopping malls and high-street
shops
Key Concepts/Keywords
 To discuss and debate on the relationship between consumer personality and Brand personality
Consumer Motives and Experience; Consumer Motives and Motivation; Consumer Motives and Needs; Consumer
Motives and Customer Experience; Consumer Motives and Shopping Malls ; Consumer Motives and Consumer Needs;
Consumer Motives and Maslow's Hierarchy of Needs
Key Concepts/Keywords
Consumer Personality & Freudian, Neo-Freudian and Trait Theories; Consumer Personality & Legacy Shopping
destinations; Consumer Personality & Brick and Mortar stores ; Consumer Personality & e- commerce; Consumer
Personality & Ethnocentrism, Cosmopolitanism; Consumer Personality & Dogmatism, OSL, Social Character; Consumer
Chapter Reading/Background Material:
Personality & Selling Techniques; Consumer Personality & Brand Personality
 B. Joseph Pine I and James H. Gilmore, “Welcome to the Experience Economy”, Harvard Business Review, July-
August 1998
Chapter Reading/Background Material:
 Christopher Meyer and Andre Schwager, “Understanding Customer Experience”, Harvard Business Review,
 Leon G. Schiffman, et al., “Chapter 5: Personality and Consumer “Behavior”, Consumer Behavior, 10th Edition,
February 2007
Pearson Publications, 2010
 Alex Rawson, et al., “The Truth About Customer Experience”, Harvard Business Review, September 2013
 Sumitra Nair, “Top 10 Places for Street Shopping in India”, http://idiva.com/photogallery-style-beauty/top-10-
 “Mall Management - A Growing Phenomenon in Indian Retail Industry”, http://www.magicbricks.com/
places-for-street-shopping-in-india/15951/11, September 19th 2012 (accessed date: November 4th 2014)
mbimages/appimages/MallMgt-low.pdf, 2007
 Visiting an old market place as well as high-end shopping mall and high-street store is mandatory to understand the
 Rohit Chadha, “Mall Strategies for Establishing Successful World Class Malls”, http://www.cedar-
differences between these two kinds of shopping centres and most importantly to delve into the underlying motives
consulting.com/pdf/Mall%20Strategies.pdf
of the same

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CONSUMER BEHAVIOR
S.No. S.No.
Mapping for Chapter V: Personality and Understanding ... & Mapping for Chapter VI:
7 Chapter VIII: Consumer Attitude Formation and Change CASELET 8 Consumer Perception CASE FLYER

Visualizers vs Verbalizers: Jockey – Product Positioning Strategies


Consumersʼ Cognition and Marketersʼ Conviction
Abstract: Abstract:
This caselet, based on an exercise format, would be useful in building on the theoretical constructs of This case flyer and the base article can be used for understanding the context of developing sustainable
consumer personality. Specifically this caselet can be used to analyze the importance and behavioral product positioning strategies. The case flyer highlights how the worldclass innerwear brand, Jockey
connotations (cognitive personality factors) of visualizers and verbalizers. While visualizers and adhered to its product positioning strategy over the years and yet continues to dominate its product
verbalizers process the information in different ways, what are the underlying cognitive factors? How can category. Page Industryʼs (licensee and franchisee) Jockey brand continues to be the market leader in the
Tri-Component-Attitude Model (Beliefs-Affect-Behavioral Intentions) help in understanding the innerwear product category with its product-focused positioning strategies over the decades. The
underlying cognitive factors of the way the consumers process information? How should marketers innerwear segment in India is cluttered and most of the time, the mens innerwear positioning had
interpret the differences between visualizers and verbalizers from the point of their marketing revolved around the overt machismo (often endorsed by Bollywood film stars and positioned to invoke
communications? ‘sex appealʼ). While other brands largely portrayed innerwear as a ‘seduction accessoryʼ, Jockey braved
the head winds and adhered to its unique positioning, ‘Jockey or Nothingʼ. How did Jockey sustain its
winning streak to stay relevant? How did it reinvent itself with the same positioning strategy over the
Pedagogical Objectives
decades?
 To understand the importance of cognitive personal factors in a consumerʼs buying decision process and discuss on
how Motivation-Cognition-Learning framework is embedded into consumersʼ cognitive process Pedagogical Objectives
 To examine how visualizers and verbalizers process the communication to make an appropriate buying decision,  To understand the relationship between positioning strategy and consumer imagery (i.e., how positioning
using Tri-Component-Attitude Model statements influence consumer imagery) and discuss on the positioning platforms in innerwear product category
vis-à-vis other product categories
 To understand how the innerwear brand, Jockey (through its Indian franchisee Page Industries India Limited), stayed
Key Concepts/Keywords
relevant over the decades with its focused product-specific positioning in its product category without having any
Visualizers and Verbalizers; Consumer Personality; Consumer Personality and Consumer Attitudes; Consumer borrowed brand equity (through brand endorsers)
Personality and Motivation; Consumer Personality and Cognition; Consumer Personality and Learning; Consumer
 To analyse the desirability of strategic fit between positioning, distribution network and marketing communication
Personality and Tri-Component-Attitude Model; Consumer Personality, Visualizers and Verbalizers
in the light of Jockeyʼs sustained product-focused positioning strategy

Chapter Reading/Background Material: Key Concepts/Keywords


 Leon G. Schiffman, et al., “Personality and understanding Consumer Behavior”, Consumer Behavior, 10th Product Positioning; Positioning and Consumer Perception; Product Positioning and Consumer Imagery; Product
Edition, Pearson Publications, 2010 Positioning and Product Attributes; Product Positioning models; Product Positioning and Strategic Positioning; Product
 Leon G. Schiffman, et al., “Consumer Attitude Formation and Change”, Consumer Behavior, 10th Edition, Positioning and Integrated Marketing; Product Positioning and Omni channel Marketing; Product Positioning and
Pearson Publications, 2010 Competitive Advantage
 Andrew L.Mendelson and Esther Thorson, “How Verbalizers and Visualizers Process the Newspaper
Environment”, Journal of Communication, International Communication Association, 2004 Chapter Reading/Background Material:
 Maria Kozhevnikov, et al., “Revising the Visualizer–Verbalizer Dimension: Evidence for Two Types of  Leon G. Schiffman, et al., “Consumer Perception”, Consumer Behavior, 10th Edition, Pearson Publications, 2010
Visualizers”, Cognition and Instruction, Taylor & Francis, Ltd., Volume 20, No.1, 2002
 Advertisements of Jockey Brand – Watch Jockeyʼs advertisements across the media – Print, Digital and OOH
 Laura J. Massa, et al., “Testing the ATI hypothesis: Should multimedia instruction accommodate verbalizer-
visualizer cognitive style?”, Science Direct, http://citeseerx.ist.psu.edu/viewdoc/download?doi=
10.1.1.363.5135&rep=rep1&type=pdf, 2006

Course Case Map for


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CONSUMER BEHAVIOR
S.No. S.No.
Mapping for Chapter VII: Mapping for Chapter VIII:
9 Consumer Learning CASE STUDY 10 Consumer Attitude Formation and Change CASE STUDY

KFC India – Relishing on Consumer Learning? Consumer Reviews and Consumer Attitudes:
Honest Feedback and Confused Behavior?
Abstract: Abstract:
This case study aims to introduce the students/participants to the process of consumer learning and to This case studyʼs objective is to assess whether and how online consumer reviews affect consumersʼ
understand its implications on consumption behavior. It studies how consumers responded to KFCʼs attitudes. Presented through the dilemmas of the protagonists of the case study – Sumanth and Geeta –
differentiated marketing strategies thereby developing and retaining brand loyalty. By observing and this case study outlines, based on research reports, several reasons as to why consumer reviews became
gauging consumer responses, KFC came out with unique menu offerings. KFC began as a road side eatery quite ubiquitous, especially in the digital age. However, with fake reviews and ‘paidʼ reviews, how would a
joint to being ranked second amongst the Top 10 Global Food Brands listed in Forbes. Will KFC be able to consumer sieve the information? Would consumersʼ attitudes swing based on consumer reviews – either
effectively influence consumer decision-making and tickle the Indian palate? Having learnt the changes in positive or negative? For what kind of product/service categories, online consumer reviews would make a
consumer behavior, can these factors be used to influence the buying traits of the consumers in the long significant difference?
run?
Pedagogical Objectives
 To understand the importance and intensity of online consumer reviews and debate on the efficacy and objectivity of
Pedagogical Objectives
online consumer reviews
 To understand the relationship between how an individual/consumer learns and the expected consumer behavior
 To examine if and how online consumer reviews influence consumer attitude formation and debate whether online
 To examine the differences between behavioral learning and cognitive learning and to analyze the operation of the
consumer reviews influence consumer attitude change
same in case of KFC Indiaʼs consumers
 To assess the application of structural models of attitudes (the tricomponent attitude model, the multiattribute
 To discuss and debate on the possible consumer learning outcomes and conceptualize the same for KFC India
attitude model, the trying-to-consume model and the attitude-toward-the-ad model) through online consumer
reviews
Key Concepts/Keywords
Consumer Learning; Behavioral Learning; Brand Equity; Brand Loyalty; Cognitive Learning; Information Processing;
Instrumental Conditioning; Reinforcement- Positive & Negative ; Sensory Stores; Cues; Response; Stimulus Response Key Concepts/Keywords
Learning; Tri-Component Model; Chunking; Retrieval Consumer Reviews and Consumer Behaviour; Consumer Reviews and Consumer Attitudes; Consumer Reviews and Tri-
Component Attitude Model; Consumer Reviews and Multiattribute Attitude Model; Consumer Reviews and Trying-to-
Consume Model; Consumer Reviews and Attitude-Toward-the-Ad Model; Consumer Reviews and Social Media
Chapter Reading/Background Material:
 Leon G. Schiffman, et al., “Consumer Learning”, Consumer Behavior,10th Edition, Pearson Education, Inc., 2010
 “KFCʼs Great Divide”, https://www.youtube.com/watch?v=fpPXdw8uYmY, April 29th 2014 Chapter Reading/Background Material:
 “Social Media Case Study: How KFC India Boosted its Social Media Presence”, https://www.youtube.com/  Leon G. Schiffman, et al., “Consumer Attitude Formation and Change”, Consumer Behavior, 10th Edition, Pearson
watch?v=lZsVORnp0kI, January 2nd 2014 Education, Inc., 2010
 “Radio KFC RJ Hunt Facebook App - Case Study Video”, https://vimeo.com/74379122, September 12th 2013  Morgan Spurlock, Super Size Me, https://www.youtube.com/watch?v=8GA8LnPg4ZA
 “KFC Currycature”, https://www.youtube.com/watch?v=q96ftbETlSk, September 12th 2013
 The thinker and The Shopper: Four Ways Cognitive Technologies Can Add Value To Consumer Products,
Deloitte University Press, 2015
 “Made for India: Succeeding in a Market Where One Size Wonʼt Fit All”, http://knowledge.wharton.upenn.edu/
article/made-for-india-succeeding-in-a-market-where-one-size-wont-fit-all/, March 12th 2009
 Elizabeth Friend, “ Third-Ranked KFC is Winning the Fast Food Battle in India – For Now”,
http://blog.euromonitor.com/2013/12/third-ranked-kfc-is-winning-the-fast-food-battle-in-india-for-now.html,
December 24th 2013

Course Case Map for


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CONSUMER BEHAVIOR
S.No. S.No.
Mapping for Chapter IX: Mapping for Chapter IX:
11 Communication and Consumer Behavior CASE STUDY 12 Communication and Consumer Behavior CASELET

Hindustan Unileverʼs Kan Khajura Tesan: Colgateʼs SlimSoft Charcoal Toothbrush in India:
‘On-Demandʼ Consumer Communication Bristling with Buzz Marketing
Abstract: Abstract:
This case study aims to illustrate the importance of innovative consumer communication strategies. This This caselet demonstrates how buzz marketing and opinion leaders can be employed to create word-of-
is a case of turning an adversity into an advantage. Hindustan Unilever Limited (HUL), Indiaʼs largest fast mouth publicity for a low-involvement product. Colgate Palmolive (India) Limited (Colgate) wanted to
moving consumer goods company, set a world record with Indiaʼs first free and on-demand launch its Colgate SlimSoft Charcoal toothbrush (a toothbrush with black bristles and which was infused
entertainment mobile radio channel Kan Khajura Tesan (KKT) for receiving the maximum number of with charcoal) in India. It launched an innovative social media campaign to create buzz for the product
missed calls (72 lakh) in 120 hours. KKT has been named the best marketing campaign in the world before the launch. Selected bloggers, media houses and corporate executives were sent a black item
according to the annual WARC 100 rankings. In October 2013, HUL launched Kan Khajura Tesan (KKT) – every day for three days by BlogAdda, a community of Indian bloggers. There was no mention of either
this implied earworm station in English – a free and on-demand entertainment radio mobile channel in Colgate or the product category and bloggers had to guess the product category prior to the launch.
Bihar. To enjoy the service, a user had to give a missed call to a certain number. A few seconds later, he/she These influencers also had to create excitement about the product being launched on social media
would be called back and could listen to 18 minutes of Bollywood music, jokes, dialogues and radio jockey channels by, primarily, posting photographs of the mystery items sent to them and by guessing the
talk, peppered with HUL productsʼ advertisements. The response was overwhelming from the target product being launched. By the fourth day, when the toothbrush was sent to the bloggers and they had
audience, resulting in HUL expanding KKTʼs coverage to several other states. Furthermore, the number of posted pictures of the same, Colgate was successful in creating enough interest among its target
subscribers to the service reached more than 11 million by December 2014. This was besides the audience. However, will the initial interest generated among consumers about the charcoal toothbrush
spontaneous awareness of the Ponds White Beauty brand, the Close Up brand and the Wheel brand convert into sustained long-term sales?
increasing by 56%, 39% and 20%, respectively. However, would the preference for local language-
entertainment content in the Southern states hamper further expansion plans of KKT? Pedagogical Objectives
 To understand how Colgate Palmolive (India) Limited created buzz by co-opting opinion leadersʼ (influencers) blogs
for one of its innovative products, the Colgate SlimSoft Charcoal toothbrush
Pedagogical Objectives
 To discuss and debate the efficacy of buzz marketing for new product launches
 To examine how companies can reach their consumers despite infrastructural bottlenecks and despite limited
 To examine the relationship between buzz marketing and viral marketing and discuss whether buzz marketing would
coverage of traditional media
help in creating the relevant brand communities
 To understand how mobile phones can be effectively used as a communication channel with consumers
 To discuss how companies can effectively engage with their target consumers by catering to their latent
Key Concepts/Keywords
requirements
Buzz Marketing and Consumer Behavior; Buzz Marketing and Communication; Buzz Marketing and Viral Marketing; Buzz
 To understand how companies can employ entertainment content to reach out to their consumers and also promote
Marketing and Word of Mouth Marketing; Buzz Marketing and Brand Communities; Buzz Marketing in India; Buzz
their products
Marketing and Integrated Marketing Communication; Buzz Marketing and Opinion Leaders

Key Concepts/Keywords
Chapter Reading/Background Material:
Communication and mobile advertising; Communication and Hindustan Unilever Limited; Communication and rural
 Leon G. Schiffman, et al., “Communication and Consumer Behavior”, Consumer Behavior, 10th Edition, Pearson
consumers; Communication and entertainment content; Communication and media dark regions; Communication and
Education, Inc., 2010
cultural relevance; Communication and price sensitive consumers
 V. Kumar, et al., “How Valuable Is Word of Mouth?”, Harvard Business Review, October 2007
 Renée Dye, “The Buzz on Buzz”, Harvard Business Review, November-December 2000
Chapter Reading/Background Material:  Angela Dobele, et al., “Controlled Infection! Spreading the Brand Message through Viral Marketing”,
 Leon G. Schiffman, et al., “Communication and Consumer Behavior”, Consumer Behavior, 10th Edition, Pearson http://www.sciencedirect.com/science/article/pii/S0007681304001107, January 29th 2005
Education, Inc., 2010
 John Quelch, “How Marketing Hype Hurt Boeing and Apple”, https://hbr.org/2007/11/how-marketing-hype-
 Lowe Asia Pacific, “Lowe Lintas India - Hindustan Unilever Ltd: Kan Khajura Station”, hurt-boeing, November 2nd 2007
https://www.youtube.com/watch?v=mdzFwDbk3ig, May 22nd 2014
 Angela Dobele, et al., “Why Pass on Viral Messages? Because They Connect Emotionally”,
 DigitalMarketAsia, “PHD Indiaʼs Kan Khajura Tesan for HUL”, https://www.youtube.com/watch?v=ESWH9if00q0, https://cb.hbsp.harvard.edu/cbmp/product/BH239-PDF-ENG, July 1st 2007
June 17th 2014
 Iris Mohr, “Buzz Marketing for Movies”, https://hbr.org/product/buzz-marketing-for-movies/BH247-PDF-ENG,
September 15th 2007
 Sinan Aral, et al., “Forget Viral Marketing-Make the Product Itself Viral”, Harvard Business Review, June 2011
 Roger Hallowell, “Word-of-Mouth Referral, Module Note”, https://hbr.org/product/word-of-mouth-referral-
module-note/an/801332-HCB-ENG, March 9th 2001

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CONSUMER BEHAVIOR
S.No. S.No.
Mapping for Chapter IX: Mapping for Chapter IX:
13 Communication and Consumer Behavior CASELET 14 Communication and Consumer Behavior CASELET

Communication and Advertising Appeals: DBS Bankʼs Chilli Paneer Campaign:


Consumer (Dis)Connect? Communicating with Conversation Starters
Abstract: Abstract:
This caselet enables a discussion on the advertising appeals used in advertisements, presenting three ads This caselet highlights how an innovative marketing communication campaign can be designed to
employing diverse advertising appeals from six different product categories/industries. These ads also connect with consumers. Designed to de-clutter, DBS Bankʼs Indiaʼs first interactive campaign (in BFSI
trigger a discussion on why some advertising appeals are used more commonly than others. These ads space) exemplifies how a thoughtful ‘emotionalʼ campaign can be designed to engage with the
can also be used as a basis for discussion on the benefits constituting a brandʼs value propositions. This is consumers. It launched an online film called Chilli Paneer in September 2014 which featured two
besides the use of these ads to better understand the concepts of verbalizers and visualizers. characters, Ken Chang (Ken)and Asha Rao (Asha) , hailing from Singapore and India, respectively. The two
accidentally meet at a DBS ATM in Mumbai, strike up a conversation, spend time together and eventually
fall in love. The film further showed how Ken and Asha go about setting up a restaurant with assistance
Pedagogical Objectives
from DBS Bank. Chilli Paneer did not focus on a product or service but showed how two individuals
 To understand how advertising appeals help in influencing consumer behavior
discovered their objective of life and how the bank helped them realise their dreams. The second part
 To appreciate the constraints to the employment of advertising appeals
Chilli Paneer 2, released in December 2014, comprised an interactive campaign wherein the viewer had to
assume Kenʼs role and take various decisions on behalf of the protagonists. These included the type of
Key Concepts/Keywords holiday the couple had to take in Goa, whether or not to set up another restaurant there and, if a new
Advertising Appeals and Consumer Behavior; Advertising Appeals and Consumer Communication; Advertising Appeals restaurant had to be opened, the type. The film showed DBS Bankʼs preparedness in having a detailed plan
and Customer value proposition; Advertising Appeals; Advertising Appeals and Abrasive Advertising; Advertising to finance them in case they go ahead with the venture. The viewer engagement was enhanced by giving
Appeals and Celebrities; Visualizers and Verbalizers; Advertising Appeals and Benefits of a Brand's Value Proposition insights about the viewerʼs personality based on the decisions taken by him/her. The caselet also throws
light on how social media and contests were effectively used to create excitement around the campaign.
Chapter Reading/Background Material: However, notwithstanding its engaging content, would Chilli Paneer 2 be able to attract eyeballs due to its
 Leon G. Schiffman, et al., “Chapter 9: Communication and Consumer Behavior”, Consumer Behavior, 10th length?
Edition, Pearson Education, Inc., 2010
 Leon G. Schiffman, et al., “Chapter 5: Personality and Consumer Behavior”, Consumer Behavior, 10th Edition, Pedagogical Objectives
Pearson Education, Inc., 2010  To analyse the need for companies to employ differentiated communication platforms in targeting consumers, in the
 Y L R Moor thi, “Working Paper No: 443: Value Proposition of Banking Brands in India”, light of increasing communication clutter
http://www.iimb.ernet.in/research/sites/default/files/WP%20No.%20443.pdf, December 2013, (accessed date:  To understand how a banking company, based on insightful conversation startersʼ analysis, has designed an
January 2nd 2015) innovative interactive campaign (web-based advertising film)
 To examine the role of ubiquitous social and digital media in influencing consumer behavior

Key Concepts/Keywords
Communication and Consumer Behavior; Communication and the Channels of Communication; Communication and
Target Consumers; Communication and Digital Media; Communication and Social Media; Communication and
Emotional Resonance; Communication and New Media

Chapter Reading/Background Material:


 Leon G. Schiffman, et al., “Communication and Consumer Behavior”, Consumer Behavior, 10th Edition, Pearson
Education, Inc., 2010
 Targeting Consumers through Non-Traditional Media
 Viral Marketing - The following campaign films are a must watch:
 Chilli Paneer, http://www.dbs.com/chillipaneerfilm/season-1.html
 Chilli Paneer 2, http://www.dbs.com/chillipaneerfilm/want-to-be-ken.html
 Thales S. Teixeira, “Marketing Communications” , Harvard Business School Background Note 513-041, August 2012
 Michael Parent, et al., “The new WTP: Willingness to participate”, Business Horizons, Volume 54, Issue 3,
http://www.sciencedirect.com/science/article/pii/S0007681311000048, May–June 2011, pages 219–229

Course Case Map for


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CONSUMER BEHAVIOR
S.No. S.No.
Mapping for Chapter X: Mapping for Chapter XI:
15 The Family and Social Class CASE STUDY 16 Influence of Culture on Consumer Behavior CASE STUDY

Ariel Indiaʼs Share the Load Campaign: Indian Weddings: Cultural Canopies?
Influencing Husband-Wife Decision-Making?
Abstract: Abstract:
Positioned for Consumer Behavior course, this case study can be a demonstrating tool for sensitizing This case study is meant to introduce the students/participants to the concept of how culture influences
participants to the emerging dimensions of Husband-Wife decision-making. This case study enables an consumer behavior. Presented through the Indian weddingsʼ panorama, this case study enables
interesting discussion on the ever-changing relationship dynamics of Husband-Wife decision-making in appropriate connect between Indian weddingsʼ ever-changing ‘culturalʼ relishments and the critical
the Indian context. Based on AC Nielsen surveyʼs findings/insights, P&G devised multi-channel consumer elements of culture as represented in the pedagogical objectives. Weddings have evolved from being a
engagement initiatives, which included TVCs (Share the Load), Social Network/Digital Market (#Is pure family-affair to be a social affair. This metamorphosis encompasses all the makings of a typical
Laundry Only a Womanʼs Job? On Twitter), marketing promotions with celebrities and celebrity couples melodramatic episode in a Bollywood cinema, one of the best influencers of Indian modern wedding.
with a call for action and pledge support to ‘Share the Loadʼ campaign. While the campaigns have Once solemnized by near and dear ones, today is outsourced to professional wedding planners. Is the
attracted widespread recognition the industry veterans are skeptical about the desired results of this Indian wedding business, touted to be at A2.5 lakh crore, an Indian cultural canopy? How should
campaign – would it also go down the memory lane as a great campaign with no pronounced behavioral marketers read the discerning Indian consumersʼ cultural appetite?
modifications.

Pedagogical Objectives Pedagogical Objectives


 To understand the changing/emerging dynamics of Husband-Wife decision-making in the light of Ariel (P&G India)  To understand the role of the invisible hand of culture in influencing consumer behavior and discuss the role of three
‘Share the Loadʼ campaign levels of subjective culture (Supranational culture, National culture and Group culture) in Indian weddingsʼ
 To examine the background, the design and canvassing of Arielʼs ‘Share the Loadʼ campaign  To discuss and debate as to how culture (enculturation and acculturation) is learned through rituals, customs and
 To discuss and debate on the efficacy and efficiency of ‘Share the Loadʼ campaignʼs ability to be a societal norm beliefs and examine how the enculturation and acculturation manifests in Indian weddings
changer, i.e., would it be a true catalyst or would it just be a cacophonic attempt to increase the brand penetration?  To understand how Indian core values influence Indian consumer behavior and debate on the same in the light of
Indian weddings ‘culturalʼ professionalization
Key Concepts/Keywords
Husband-Wife Decision Making; Husband-Wife Decision Making and Social Class; Husband-Wife Decision Making and
Key Concepts/Keywords
the Family; Husband-Wife Decision Making and Indian Family; Spousal Joint Purchase Decision Matrix Model; Family
Decision Making; Husband-Wife Decision and Share the Load Campaign; Husband-Wife Decision Making and Family Influence Of Culture On Consumer Behavior; 3 Levels Of Subjective Culture; Enculturation; Acculturation; Indian
Life Cycle Weddings; Cross Cultural Marriages; Language & Symbols; Rituals; Cultural Customs; Beliefs; Bollywood And Indian
Weddings
Chapter Reading/Background Material:
 Leon G. Schiffman, et al., “The Family and Social Class”, Consumer Behavior, 10th Edition, Pearson Publications,
2010
 Leon G. Schiffman, et al., “Structural Model of Attitudes – The Tricomponent Attitude Model – Consumer
Attitude Formation and Change”, Consumer Behavior, 10th Edition, Pearson Publications, 2010
 Atul Dhyani and Anant Agarwal, “Dynamics and Conflict of Spousal Purchase Decision: A Review Study”,
Chapter Reading/Background Material:
IMPACT: International Journal of Research in Business Management, June 2014
 Leon G. Schiffman, et al., “Influence of Culture on Consumer Behavior”, Consumer Behavior, 10th Edition, Pearson
 “Module 7.3: Family And Family Life Cycle”, Management: Consumer Behaviour (Web) E-Learning Courses From
Publications, 2010
The IITS & IISC, IIT Kharagpur, http://www.nptel.ac.in/courses/110105029/36
 Reshma Elizabeth Thomas, “Gender Inequality in Modern India –Scenario and Solutions”, IOSR Journal Of  “Pumas, Planets and Pens: How Cues in the Environment Influence Consumer Choice”,
Humanities And Social Science (IOSR-JHSS), August 2013 http://knowledge.wharton.upenn.edu/article/pumas-planets-and-pens-how-cues-in-the-environment-influence-
 “#IsLaundryOnlyAWomansJob?”, Ariel India, https://www.youtube.com/watch?v=8L1cHHNHrYg, January 10th consumer-choice/, May 27th 2008
2015  “Conspicuous Consumption and Race: Who Spends More on What”, http://knowledge.wharton.
 “Havells Appliances Coffee Maker Ad - Respect For Women”, upenn.edu/article/conspicuous-consumption-and-race-who-spends-more-on-what/, May 14th 2008
https://www.youtube.com/watch?v=MaJf0mNMqos, May 16th 2014  N i r a j D a w a r, “A St e p - b y - St e p G u i d e t o W i n n i n g t h e C u s t o m e r ” , h t t p : / / w w w. s t r a t e g y -
 “Havells Appliances Coffee Mixer Grinder Ad - Respect For Women”, https://www.youtube.com/watch? business.com/article/00238, February 11th 2014
v=r2YKFG7u7ZA, April 25th 2014
 “Havells Appliances Steam Iron Ad - Respect For Women”, https://www.youtube.com/watch?v=TN_mGzEP6RM,
April 26th 2014
 “Titan The Raga Woman of Today #HerLifeHerChoices”, https://www.youtube.com/watch?v=zXRobOjVI9s,
December 10th 2014
 “Airtel ‘Bossʼ”, https://www.youtube.com/watch?v=-U55oYqhgT4, July 25th 2014

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Mapping for Chapter XII: Mapping for Chapter XIII:
17 Cross-Cultural Consumer Behavior: An ... CASE FLYER 18 Consumers and the Diffusion of Innovations CASE STUDY

Chinese Mobile Brands and Cross-Cultural Consumer Behavior Hector Beveragesʼ Paper Boat:
Diffusing Innovation through “Drinks and Memories”
Abstract: Abstract:
This case flyer, based on the accompanying article published in The Economic Times, is meant to This case studyʼs objective is to sensitise the participants/students to the process of innovation diffusion
introduce the participants/students to the concept of Cross-Cultural Consumer Behavior. With the and the role of culture in product innovation. It enables a discussion on how a company can tap culture to
underlying concepts of Country of Origin, Country of Design, Country of Manufacture and acculturation, create a new product that can quickly gain acceptance among consumers. It also throws light on what
this case flyer presents how some of the Chinese global mobile brands (Xiaomi, Gionee, OPPO Mobile and other factors a company should take into account when developing a product that is perceived to have an
Lenovo) have carved a niche for themselves in the Indian market with their focused and differentiated edge over existing offerings in the market on certain aspects. Paper Boat, a beverage launched by Hector
strategies. Most importantly, how could these late entrants prompt Indian consumersʼ acculturation Beverages in 2013, offered ethnic juices that were very much a part of India around 25 years back, but
giving them heads-up in the market? Since all these Chinese mobile brands carry the baggage of “Made in today are difficult to access at least in urban areas. Its variants such as aam panna and jaljeera found ready
China-Sold in India”, how did they overcome the incumbency threat in the Indian market? audience among the rich urban consumers. Paper Boat used no preservatives and stood out on a crowded
retail shelf because of its attractive pack design. The case study further throws light on how Hector
Beverages employed innovative distribution channels such as upmarket hotels and an e-Commerce
Pedagogical Objectives
website to reduce the impact of a fledgling distribution network. This was besides using a tagline and
 To have an understanding of the broad contours of Country of Origin, Country of Design and Country of
Manufacture connotations and discuss their relevance for Consumer Behavior marketing campaign that effectively rekindled memories of oneʼs childhood. However, will supply chain
 To examine Chinaʼs Country Brand Index over a period of time and discuss the factors that have contributed to China
challenges restrict Paper Boat from launching new variants and will premium pricing limit its expansion
transforming from being a mere copier to being a catalyst, at least in a few product categories plans?
 To discuss how some of the Chinese mobile brands (Xiaomi, OPPO Mobile, Gionee and Lenovo) have overcome the
negative perceptions in India about the brands emanating from China with their unique value propositions and Pedagogical Objectives
sustained branding initiatives  To introduce the theoretical constructs behind nuances and importance of innovation diffusion process and discuss
on how the innovation diffusion process, through its myriad contours, affects the consumer behavior
Key Concepts/Keywords  To relate innovation diffusion process to Hector Beverages ‘Paper Boatʼ ethnic beverage and analyze how Paper
Cross-Cultural Consumer Behavior; Cross-Cultural Consumer Behavior and Acculturation; Cross-Cultural Consumer Boatʼs innovation has spiralled through various dimensions of a new product launch and penetration
Behavior and Chinese Brands; Cross-Cultural Consumer Behavior and Made in China; Cross-Cultural Consumer Behavior  To discuss and debate on the impending and innate challenges for companies that opt for a niche positioning i.e., in
and Communication Strategies; Cross-Cultural Consumer Behavior and World Brands; Cross-Cultural Consumer the name of differentiation, would such companies be closing the doors behind them?
Behavior and Country of Origin Effects

Key Concepts/Keywords
Chapter Reading/Background Material: Innovation DiffusionInnovation Diffusion and Culture; Innovation Diffusion and Communication Channels; Innovation
 Leon G. Schiffman, et al., “Cross-Cultural Consumer Behavior: An International Perspective”, Consumer Diffusion and Social System; Innovation Diffusion and Adoption Process; Innovation Diffusion and Paper Boat;
Behavior, 10th Edition, Pearson Education Inc., 2010 Innovation Diffusion and Category Creators; Innovation Diffusion and Strategic Positioning
 “Country Brand Index 2014-15”, http://www.futurebrand.com/cbi/2014
 Michael E. Porter, “The Competitive Advantage of Nations”, Harvard Business Review, March–April 1990
Chapter Reading/Background Material:
 Jenny Chan, “Chinaʼs Brands Head West”, https://assets.ogilvy.com/truffles_email/truffles-  Leon G. Schiffman, et al., “Consumers and the Diffusion of Innovations”, Consumer Behavior, 10th Edition,
files/CampaignChinasBrandsHeadWest.pdf, April 2012 (accessed date: April 29th 2015) Pearson Education Inc., 2010
 Jessica Vaughn, “Remaking “Made in China”, http://www.jwtintelligence.com/wp-content/  “A Paper Boat Ride Down the River of Memories”, https://www.youtube.com/watch?v=t7I6zYp0CU8, March 12th
uploads/2012/08/F_Remaking-Made-in-China_08.14.2012.pdf, August 2012 (accessed date: April 29th 2015) 2015
 Max Meister, et al., “The Rise of Chinese Brand Equity”, http://bv4.ch/files/9413/4667/8795/BV4_Brand-Report-  “Paper Boatʼs Jamun Kala Khatta”, https://www.youtube.com/watch?v=kZCGwipK2XE, March 17th 2015
2012-2.pdf, 2012 (accessed date: April 29th 2015)
 “Paper Boatʼs Aamras”, https://www.youtube.com/watch?v=dzAdsXpKun4, March 17th 2015
 “Made In: The New Meaning of “Made In China”, http://www.futurebrand.com/images/uploads/  “Paper Boatʼs Aam panna”, https://www.youtube.com/watch?v=yyVPgxIbO0I, March 17th 2015
studies/cbi/01_Made_In_China_Report_%28Lowres%29.pdf (accessed date: April 29th 2015)
 “Paper Boatʼs Jaljeera”, https://www.youtube.com/watch?v=rdPnF2YTFdw, March 17th 2015
 “Paper Boatʼs Rasam”, https://www.youtube.com/watch?v=KGFQ3lbWYoU, March 17th 2015

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Mapping for Chapter XIV: Mapping for Chapter XV:
19 Consumer Decision Making and Beyond CASE STUDY 20 Marketing Ethics and Social Responsibility CASELET

Godrej Expert Range of Hair Colors: Indian Advertisements, Indian Consumers and
Indian Consumersʼ Dyeing Decisions Ethical Conundrum: Confusopoly?
Abstract: Abstract:
This case study is meant to understand the contours of consumersʼ decision-making. Presented through This case study is meant to introduce the importance of marketing ethics and social responsibility.
the lens of Godrejʼs Expert range of hair dyeing products, this case study helps in meandering through the Marketing ethics being an all-encompassing moral sign post for companiesʼ marketing and selling
relevant theoretical constructs of consumer decision-making – levels of consumer decision-making, four activities, especially through their marketing communications – advertisements, advertorials, sponsored
views (economic, passive, cognitive or emotional) of consumer decision-making, category-based buzz marketing, etc., calls for self-restraint and conscious pacing. Whether it is Idea cellularʼs IIN or Tata
consumer decision-making, etc. Given the need-style spectrum of dyeing decisions, this case study Skyʼs ‘Ab bachchey seekhein TV seʼ or some of Indian pharmaceutical companies selling Indian version of
enables an elaborate discussion on the layers of consumer decision-making. Viagra, etc., thoughtful scrutiny in the light of Advertising Standards Council of Indiaʼs (ASCIʼs) code of
conduct, would only multiply the ethical conundrums involved in many such marketing communications.
Despite several initiatives from ASCI, Department of Corporate Affairs, etc., Indian advertising seems to
Pedagogical Objectives
flaunt the ethical fabric of Indian society. What are the ways and means to align Indian advertisements
 To understand the nature of ‘Hair Dyeʼ as a product – FMCG or Consumer Durable and debate on if, the hair dye
with morally and ethically acceptable standards? How would these advertisements affect consumer
market is driven by need or style statement?
behavior and the respective brandʼs loyalty?
 To examine the nature of the consumer in the light of four views (economic, passive, cognitive or emotional) of
consumer decision-making
Pedagogical Objectives
 To discuss the efficacy of Godrej Expert Rich Crème hair dye and its impact on the consumer decision-making in the
backdrop of ‘Input-Process-Outputʼ consumer decision-making model  To examine how few Indian companies, through their unwarranted advertisements, resort to exploitive targeting and
debate on the ways to curb such practices
 To learn how companies manipulate consumers by tinkering consumer perceptions to possibly mislead them in the
Key Concepts/Keywords light of several ‘objectionableʼ Indian Advertisements
Consumer Decision-making; Consumer Decision-making and Decision-making Levels; Consumer Decision-making and  To understand how companies can advance societyʼs interests through social-cause marketing and discuss on the
Maslow's Hierarchy of Needs; Consumer Decision-making and 4 views of Consumer Decision-making; Consumer ways to sustain such ‘impactfulʼ corporate activities
Decision-making and a Model of Consumer Decision-making; Consumer Decision-making and The Role of Needs and  To discuss and debate on the role of ASCI (Advertising Standards Council of India) in ensuring that Indian
Style; Consumer Decision-making and Hair Dyeing Products in India; Consumer Decision-making and Hair Dyeing advertisement do not polarize Indian society in any of the undesirable ways – economic, cultural, social, political
Brands in India; Consumer Decision-making and 5Ps of Godrej Expert Rich Hair Crème; Consumer Decision-making and affiliations
Hair Color Market in India
Key Concepts/Keywords
Chapter Reading/Background Material: Marketing Ethics and Social Responsibility; Marketing Ethics and Social Responsibility and Manipulating Consumers ;
 Leon G. Schiffman, et al., “Consumer Decision Making and Beyond”, Consumer Behavior, 10th Edition – Pearson Marketing Ethics and Social Responsibility and False or Misleading Advertisements; Marketing Ethics and Social
Publications, 2010 Responsibility and Exploitive Targeting ; Marketing Ethics and Social Responsibility and The perils of Consumers
Precision Targeting; Marketing Ethics and Social Responsibility and Tinkering with Consumer Perceptions; Marketing
 “Godrej Expert Rich Creme - Oh My God”, https://www.youtube.com/watch?v=oc-SSYh-ARI, November 26th
Ethics and Social Responsibility and Covert Marketing; Marketing Ethics and Social Responsibility and Cause Related
2012
Marketing; Marketing Ethics and Social Responsibility and Consumer Ethics
 “Dwarkachand ad. Sam and Meera. Godrej Expert. 2014. – Zindagi Muskuraye”, https://www.youtube.com/
watch?v=-OcN7aqg1_U, November 22nd 2014
Chapter Reading/Background Material:
 Vivek Gambhir, “40 Years Ago... And now: Becoming hair experts”, http://www.business-standard.com/article/
 Leon G. Schiffman, et al., “Marketing Ethics and Social Responsibility”, Consumer Behavior, 10th Edition,Pearson
management/40-years-ago-and-now-becoming-hair-experts-114110900762_1.html, November 10th 2014
Publications, 2010
 Dr.Rahela Tabassum and Aruba Zubedi, “An Empirical Analysis of Attribute Importance in Selection of Hair
 Hari Govind Mishra, et al., “Impact of Consumer Social Responsibility and Brand Social Responsibility Image on
Dyes- Issue and Perspectives”, IJISET, International Journal of Innovative Science, Engineering & Technology,
Brand Loyalty”, IIMA - Indian Institute of Management Ahmedabad, March 2014
Volume 1, Issue 10, http://www.ijiset.com/v1s10/IJISET_V1_I10_88.pdf, December 2014
 Theodore Levitt, “Advertising: The Poetry of Becoming”, Harvard Business Review, March-April 1993
 “The Cosmetic & Personal Care Sector in India”, http://italiaindia.com/images/uploads/pdf/cosmetics-personal-
care%20-2008.pdf, January 2008  Earl A. Clasen, “Marketing Ethics & the Consumer”, Harvard Business Review, January-February 1967
 “IDEA: Haryana”, https://www.youtube.com/watch?v=TgUhZl9ZPVA, January 12th 2015
 Superbrands, “Godrej Expert - Market Achievement History”, http://www.superbrandsindia.com/
images/brand_pdf/consumer_3rd_edition/Godrej%20Expert%20Hair%20Dye.pdf  “MAGGI veg atta noodles”, https://www.youtube.com/watch?v=251LzQ4tu78, January 2nd 2015
 “Horlicks Exam Time”, https://www.youtube.com/watch?v=e_LRg-w1UHc, March 13th 2012

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Course Case Map for

CONSUMER
BEHAVIOR

Mapping for
CONSUMER BEHAVIOR
by Leon G Schiffman | Leslie Lazar Kanuk
S Ramesh Kumar
th
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