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CB-P13

PGDM 2013-15: Term-IV

CONSUMER BEHAVIOUR

COURSE INSTRUCTOR
PROF M N TRIPATHI
E-mail - mnt@ximb.ac.in
Tel: 0674-6647822


INTRODUCTION

The study of consumer behaviour is required to build a conceptual framework to understand and permit implementation of Consumer Behaviour principles and concepts to marketing strategies. It is the study of consumers in their process of searching, purchasing, using and evaluating products, services and ideas which they expect would satisfy their needs. It is interdisciplinary and is based on concepts and theories from diverse fields like psychology, sociology, cultural, anthropology and economics. A sound understanding of Consumer Behaviour is essential for a marketing professional to design effective, suitable marketing programs.

LEARNING OBJECTIVES

Particpants after attending this course should be able to

a) understand the nuances of consumer behaviour and its importance to formulating marketing strategy
b) understand the various steps in the consumer purchase decision process
c) able to understand the various influences that impact consumers when making such decisions
d) understand the process of innovation and the manner in which it is disseminated through society
e) have a basic understanding and the implications of consumer ethics


METHODOLOGY

The course shall consist of 20 classes of 90 min duration. It shall consist of lectures, case - discussions and project assignments.


COURSE CONTENT
· Introduction and Overview
· Consumer Decision Processes
· Psychological Processes
· Individual Differences
· Communication Processes
· Environmental Influences
· Marketing Strategies and Ethical Responsibility
· Diffusion of innovation
· Case Discussions

SESSION PLAN
Session TopicsReadingsCase
1Introduction to CB, Perspectives on Consumer Research, Motivation ResearchChapters 1 & 2
2 & 3Behavioural and cultural aspects of segmentation, Planning for change, communication problemsChapter 3 & 9
4Consumer Decision Processes, decision making stages, Variables that shape decision making, Special categories of buying behaviourChapter 16
5Need recognition, Search dimensions, Prepurchase alternative evaluation, PurchaseChapter 4
6Consumption, Post-consumption evaluation, Divestment
Northern India Food Company
7 & 8Individual differences- Consumer resources, Knowledge,AttitudeChapter 8A shoe for every foot
9 & 10Self-concept, Personality, values, lifestyleChapter 5
11 & 12Psychological processes, Processing of information, LearningChapters 6 & 7
13 & 14Environmental Influences- Culture, Social ClassChapters 11, 12 &13The Brita Foods Company
15 & 16Personal Influence, Reference groups, WOM, Family, situations Chapter 10
17 & 18Diffusion of Innovation - Types, diffusion variables, speed of diffusion, ethical perspectivesChapter 15
19 & 20Project presentations
EVALUATION
CLASS PARTICIPATION 15%
2 QUIZZES 30% (15% EACH)
END - TERM 35%
GROUP PROJECT 20%

ACADEMIC INTEGRITY

All participants are expected to attend classes regularly. Penalty for unauthorised absence in class shall be enforced as per the MoP.

No prior notice shall be given for the quizzes. Those who miss the quiz may not get a make - up quiz later on.

All readings and cases are expected to be studied by the participant before the class so that meaningful discussions can take place in class. Class participation marks shall be awarded based on quality of participation.

Members working in project teams are expected to contribute towards the project equally. It is expected that all project work would be original work and plagiarising or copying in any form would be severely penalised.

RECOMMENDED TEXT
    Consumer Behaviour
    Schifmanand Kanuk
Additional Reference Readings
Consumer Behaviour and Marketing Action Henry Assael
Consumer Behaviour Runyon and Stewart
Consumer Behaviour
    The Hidden Persuaders
    Men are from Mars and Women are from Venus     		Engel, Blackwell and Miniard
      Vance Packard
      John Gray

      Journals

      Journal of Marketing

      Journal of Marketing Research

      Psychology and Marketing

      Journal of Consumer Marketing

      Journal of Consumer Psychology

      Created By: Alora Kar on 02/21/2014 at 12:08 PM
      Category: BM-II Doctype: Document

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