Consumer behavior course outline 2012 2013 final copy

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Consumer behavior course outline 2012 2013 final copy

  1. 1. Consumer Behavior School of Business Management , NMIMS FT MBA II Year Trimester IV 2012-2013 Instructor: Prof Neeta Acharya Ext. – 5854 Email: neeta@nmims.edu Goals: Post liberalization, companies in India that earlier had a very product oriented or sales oriented approach realized the need for customer orientation. It hence became imperative to know the customer not only on quantitative measures (What, how much), but also on qualitative measures (the Whys & Hows). This meant understanding the external & individual determinants affecting consumer decision-making process. The course is structured in this context. Objectives: 1) 2) To sensitize students to the behavioral dimensions that affect consumer decision-making. To develop their skills in making effective marketing strategy decisions. Pedagogy – In light of the qualitative nature of the subject, the participants will be learning through a series of field exercises (assignment) & class exercises besides final group project. Evaluation criteria – Marks out of 100. 1) Final exam – 50% 2) Assignments with presentation – 10% (Individual evaluation) 3) 2 Class exercises – 20% (Group evaluation) 4) Final project report with presentation – 10% (Group evaluation) + 10% (Individual evaluation) Essential reading (Prescribed text ) Consumer Behaviour - Leon G. Schiffman & Leslie Lazar Kanuk - latest edition, Prentice Hall of India/Pearson Education India. Other Texts (Recommended) - Consumer Behaviour – David L. Loudon & Albert J. Della Bitta, Latest edition, Tata McGraw Hill. - Consumer Behaviour – Michael R. Solomon, Latest edition, Pearson. Note: Essential Readings in the following course outline mentions chapter numbers on the basis of 6th edition (International edition).
  2. 2. SESSION DETAILS SESSION TOPIC 1&2 SESSION 1 & 2 - CONSUMER BEHAVIOUR INTRODUCTION • Why Consumer Behaviour is important • Defining Consumer Behaviour • 70’s framework (soft drink v/s health drink) • Buying roles • Use of Consumer behavior, Problems in measuring • Decision Process framework • Perspectives to Consumer Behaviour • Consumer Research • Use of secondary sources like Retail audit, leadership service, census outline, Marketing white book. • Qualitative V/s Quantitative research & use in Consumer behaviour Essential Reading Chapter 1 Chapter 2 Chapter 3 - 3&4 The Diversity of Consumer Behavior Consumer Research Market Segmentation SESSION 3 – CULTURE & SUBCULTURE - Changes in Indian socio-cultural environment & impact on consumer behavior (Banking, cosmetics/ Tea/coffee) - Differences in urban & rural culture. Essential Reading Chapter 14 – The Influence of Culture on Consumer Behavior Chapter 15 – Subcultural Aspects of Consumer Behavior CROSS CULTURAL CONSUMER BEHAVIOR - Framework for cross cultural analysis Essential Reading Chapter 16 – Cross –Cultural Consumer Behavior: An International Perspective. SESSION 4 – CLASS EXERCISE 1: Show how CB has affected designing of a product and suggest additions/deletions (Vicarious/interviews). SESSION 5 – SOCIAL CLASS, REFERENCE GROUP & FAMILY 5&6 o o o o Socio– economic class segmentation v/s income segmentation Social group, aggregation & category Social groups & reference group power Changing roles in family.
  3. 3. Essential Reading Chapter 13 – Social class and Consumer Behavior Chapter 11 – Group Dynamics and Consumer Reference Groups Chapter 12 – The Family SESSION 6 – OPINION LEADERSHIP & INNOVATION DIFFUSION - Characteristics of Opinion Leadership - Innovation diffusion model Essential Reading Chapter 17 – Personal Influence and the Opinion Leadership Process Chapter 18 – Diffusion of Innovations SESSION 7 – 7 ASSIGNMENT - Culture & its impact on marketing strategy of a product in India (look at cultural changes, symbols, taboos, subculture, etc.) (GROUP 1) ASSIGNMENT - Cross cultural behavior for a product category (GROUP 2) CLASS EXERCISE 2 - Advertisement analysis (GROUP 5) 8&9 SESSION 8 & 9 – INDIVIDUAL DETERMINANTS - Consumer Motives & Involvement - Brand personality V/s User personality & self-image - Information processing & perceptions Essential Reading Chapter 4 – Consumer Needs and Motivations Chapter 5 – Personality and Consumer Behavior Chapter 6 – Consumer Perception. 10 SESSION 10 – ASSIGNMENT - Analyze a product for 2 social classes e.g. Car or refrigerator or Waterpurifier or Retail outlet & show how social class differences impact reference group, family decision-making & marketing mix strategy using secondary and primary sources. (GROUP 3). ASSIGNMENT -Take a innovation that has succeeded & analyse the reasons. Take failed innovation & analyse. Also suggest opinion leader for the product. (GROUP 4). CLASS EXERCISE 2 - Advertisement analysis (GROUP 8) 11 & 12 SESSION 11 – LEARNING & MEMORY, ATTITUDE FORMATION & COMMUNICATION Essential Reading Chapter 7 – Learning and Consumer Involvement
  4. 4. Chapter 8 – The Nature of Consumer Attitudes Chapter 9 – Consumer Attitude Formation and Change Chapter 10 – Communication and Persuasion. SESSION 12– CONSUMER DECISION MAKING PROCESS Essential Reading Chapter 19 – Consumer Decision Making: Choosing and Consulting 13 SESSION 13 – ASSIGNMENT -Show how marketers are affected by perceptions (perceptions as limiting factors) or are using perceptions (perceptions are used to advantage) in marketing strategy (brand, colours, music, pricing, packaging, reference groups, etc). (secondary,,primary research) (GROUP 5) ASSIGNMENT - Conduct depth interview on 20 consumers on their choice of brand of Cigarettes/ Perfumes & discover the motives & match the brand personality with user personality & image. (GROUP 6) CLASS EXERCISE 2 - Advertisement analysis (GROUP 1) SESSION 14 – 14 & 15 ASSIGNMENT – Consumer behavior urban VS rural for a product category. (GROUP 7) ASSIGNMENT – Institutional category. (GROUP 8) VS Consumer behavior for a product CLASS EXERCISE 2 - Advertisement analysis (GROUP 2) SESSION 15 – ASSIGNMENT - Analyse 2 ads – one a high involvement& another a low involvement-product for the beliefs, attitudes it is trying to supply & communication strategy used. Interview 20 students on campus for belief & attitudes that they have acquired. (GROUP 9) ASSIGNMENT - Interview consumers who have bought a laptop/AC & delineate the consumer decision – making process and show its impact on marketing strategy. (GROUP 10) CLASS EXERCISE 2 - Advertisement analysis (GROUP 3)
  5. 5. 16 FINAL GROUP PROJECT PRESENTATIONS (GROUP 1 & 2) & CLASS EXERCISE 2 - Advertisement analysis (GROUP 10) 17 FINAL GROUP PROJECT PRESENTATIONS (GROUP 3 & 4) & CLASS EXERCISE 2 - Advertisement analysis (GROUP 7) 18 FINAL GROUP PROJECT PRESENTATIONS (GROUP 5 & 6) & CLASS EXERCISE 2 - Advertisement analysis (GROUP 9) 19 FINAL GROUP PROJECT PRESENTATIONS (GROUP 7 & 8) & CLASS EXERCISE 2 - Advertisement analysis (GROUP 4) 20 FINAL GROUP PROJECT PRESENTATIONS (GROUP 9 & 10) & CLASS EXERCISE 2 - Advertisement analysis (GROUP 6) Group Formation: The Class will be divided into 10 groups of equal number of participants. - The groups names will be given to the CR before Session 2 & the instructor will allot random numbers to the groups. Assignment Presentation Each group will do one assignment (it will be evaluated individually). The assignment will involve presentation by the group in class for 25 minutes followed by 10 minutes Q & A. The group will also present a hard copy of assignment in class to the instructor just before beginning the presentation. Class exercises - Each group will do 2 class exercises. Each group will present the class exercise for 8 minutes each & present hard copy to instructor before beginning presentation. Final project Each group will work on a final project which will involve presentation by the group for 25 minutes followed by 10 minutes of Q & A. A hard copy of the final project has to be submitted to the instructor in the class before presentation begins. The final project will be a primary research project based on Quantitative or Qualitative techniques on any one of the topics below: 1) Conduct consumer behavior study for a product/brand & suggest strategies 2) Conduct a belief/attitude/usage study for a product/brand. 3) Any other topic of interest – Social class, Family decision making,etc. Prepared by Faculty : Prof. Neeta Acharya Signature : _____________
  6. 6. Recommendation by Area Chairperson / Prog. Chairperson: Signature : _____________ Approved By Dean SBM : Signature : _____________
  7. 7. Recommendation by Area Chairperson / Prog. Chairperson: Signature : _____________ Approved By Dean SBM : Signature : _____________

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