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CB-W07
(PGDM PT-W 2007-10 : Term-IX)

Consumer Behavior

(Faculty: Prof. Krishna Das Gupta)
Tel : 0674-3983946 (Internal ext. 746)
Fax : 0674-2300995
Email - krishna@ximb.ac.in




Background
Understanding consumers enables marketers to more effectively meet the needs of buyers in the market, and be more successful in the market.

During this course we will explore, many social, cultural and marketing factors that influence the selection and usage of products and services. To understand this process, participants will be exposed to perspectives on consumer behavior from marketing, psychology, sociology and anthropology. They will also learn about, and try to use, some of the techniques that marketers use to understand and influence consumers, and how these techniques contribute to our daily lives and the culture in which we live.

Objectives
Upon successful completion of this course, participants should be able to:
Explain and apply the key terms, definitions, and concepts used in the study of consumer behavior.
Demonstrate how as a marketer one can use one’s knowledge of consumer behavior concepts to develop better marketing programs and strategies to influence those behaviors. Critically evaluate the effectiveness of various advertisement and promotions and their attempts to influence the behaviors of individuals. Complete a project that demonstrates both your working knowledge and analytical skills in assessing the consumer decision-making process.

Course Outline

Session 1-3

Introduction to Consumer Behavior and Consumer Research

· Introduction to Consumer Behavior
· Consumer Research
· Consumer Behavior and Marketing Strategy
· Case Analysis

Session 4-7

Internal Influences on Consumer Behavior
· Motivation and Involvement
· Personality, Self-Image, and Life Style
· Consumer Perception
· Consumer Learning
· Consumer Attitude Formation and Change
· Case Analysis

Implications of Internal factors in formulating marketing strategies

Session 8-10

External Influences on Consumer Behavior

· The Influences of Culture on Consumer Behavior
· Subcultures and Consumer Behavior
· Social Class and Consumer Behavior
· Reference Groups and Family
· Consumer Influence and the Diffusion of Innovations
· Case Analysis

Implications of external influences in formulating marketing strategies

Session 11-13

Consumer Decision Making

· Consumer Decision Making-Process
· Consumer Decision Making-Outcomes
· Case Analysis
· Understanding consumer decision process in formulating marketing strategies

Session 14 &15
· Assignment Presentation

Required Text

Leon Schiffman, Leslie Kanuk Consumer Behaviour 9th edition. Prentice Hall of India

References: “Consumer Behavior: Buying, Having and Being” by Michael R. Solomon (Sixth Edition)
Consumer Behaviour: “Text and Cases” by Batra S K & Kazmi
Consumer Behaviour: by Assael Henry
Consumer Behaviour: Implications for Marketing Strategy, by HawkinsDel,Best Roger

Pedagogy

Lecture, case based discussion, presentation

Evaluation
Quizzes - 20%
Case Discussion (Write up) – 20%
Assignment – 10%
Mid term- 20%
End Term- 30%
Created By: Bijoy Kar on 05/18/2010 at 03:04 PM
Category: ExPGP-NR-III Doctype: Document

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