Consumer Behaviour and Communication

CONSUMER BEHAVIOUR AND COMMUNICATION

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. The course shall also include basic principles of Marketing Communications that would be necessary to address consumer audiences incorporating the understanding of consumer behaviour.

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 and appreciate the principles of marketing communication to consumer audiences
e) understand the process of innovation and the manner in which it is disseminated through society
f) have a basic understanding and the implications of consumer ethics

METHODOLOGY

The course shall consist of 20 classes of 120 min duration. It shall be a 4 credit course and shall consist of lectures, case - discussions and project assignments.

COURSE CONTENT

Introduction and Overview
Communications Research and Models
Consumer Decision Processes
Psychological Processes
Individual Differences
Psychological Processes
Communication Processes
Environmental Influences
Marketing Strategies and Ethical Responsibility
Diffusion of innovation
Case Discussions

SESSION PLAN

Session	Topics	Readings	Case
1 & 2	Introduction to CB, Perspectives on Consumer Research, Motivation Research	Chapters 1 & 2(SKK)
3 & 4	Behavioural and cultural aspects of segmentation and positioning, Planning for change, communication problems	Chapter 3 & 9(SKK), Chapter 6 (BMA)
5	Communication Models and Advertising Research	Chapter 5 (BMA)	Du Darfst
6	Communication Planning	Chapter 2 (BMA)
7	Consumer Decision Processes, decision making stages, Variables that shape decision making, Special categories of buying behaviour	Chapter 16 (SKK)
8	Need recognition, Search dimensions, Prepurchase alternative evaluation, Purchase	Chapter 4 (SKK)
9	Consumption, Post-consumption evaluation, Divestment
10	Individual differences- Consumer resources, Knowledge,Attitude	Chapter 8 (SKK)
11	Self-concept, Personality, values, lifestyle	Chapter 5 (SKK)
12 & 13	Psychological processes, Processing of information, Attention and Comprehension, Learning	Chapters 6 & 7 (SKK), Chapter 7 (BMA)	Northern India Food Company
14 &15	Rational and Emotional Communication	Chapters 9 &12 (BMA)	A shoe for every foot
16 & 17	Environmental Influences- Culture, Social Class	Chapters 11 & 12 (SKK)
18	Personal Influence, Reference groups, WOM, Family, situations	Chapter 10 (SKK)
19	Diffusion of Innovation - Types, diffusion variables, speed of diffusion, ethical perspectives	Chapter 13 &15 (SKK)	The Brita Products Company
20	Project presentations

EVALUATION

Class Participation 15%
Quizzes - two 15 % each
Project 20%
End term examination 35%

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	Schiffman, Kanuk and Kumar - 10th edition
Advertising Management	Aaker.Batra and Myers - 5th edition
Additional Reference Readings

Consumer Behaviour and Marketing Action	Henry Assael
Consumer Behaviour	Runyon and Stewart
Consumer Behaviour Integrated Advertising,Promotion and Marketing Communications The Hidden Persuaders Men are from Mars and Women are from Venus	Engel, Blackwell and Miniard Clow and Baack - 4th edition Vance Packard John Gray

Journals

Journal of Marketing
Journal of Marketing Research
Psychology and Marketing
Journal of Consumer Marketing
Journal of Consumer Psychology