This document provides an overview of a Consumer Behaviour course. The objectives are to understand consumer behaviour frameworks and use insights to drive marketing decisions. The pedagogy includes cases, simulations, guest lectures, and theory. Modules cover segmentation, buyer characteristics, neuro-marketing, pricing, and presentations. Evaluation is based on class participation, in-class work, individual assignments, and an end term project. The significance of learning consumer behaviour and what students want to learn from the course are discussed.

1. CONSUMER BEHAVIOUR

2. Course Objectives
• Introduction to tools and frameworks for
understand the behavioural basis of
marketing
• Using insights to drive marketing decisions

3. Pedagogy
• Cases
• Simulations
• Guest lecture
• Theory

4. Modules
• Segmentation
– simulation
• Buyer characteristics and decision process
• Neuro-marketing
– Visual imaging lab
• Pricing
• Presentations

5. Evaluation Components
• Class Participation 10%
• In-class evaluation 20%
• Individual Assignment 30%
• End term 40%

6. • What is the significance of learning about
consumer behaviour ?
• What would you like to learn from the
course?

7. Morgan Stanley (2005) –
Private consumption accounts for 64% of
GDP
(Euro – 58%, China – 42%)
Food and Bev 71
Transport 27
Housing and utilities 20
Personal products and services (4) 12
Healthcare (3) 11
Apparel 9
Education (2) 7
Household products 5
Communication (1) 3

8. ENVIRONMENTAL
FACTORS
BUYERS BLACK BOX BUYERS
RESPONSE
Marketing
Stimuli
Environment
al Stimuli
Buyer
Characteristic
s
Decision Process
Product
Price
Place
Promotion
Economic
Technological
Political
Cultural
Demographic
Natural
Attitudes
Motivation
Perceptions
Personality
Lifestyle
Knowledge
Problem recognition
Information search
Alternative evaluation
Purchase decision
Post-purchase
behaviour
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase
amount

9. Culture
Tupperware
• New designs
• New material – from polypropylene to
melamine and polycarbonate
Kellogg
HUL –Annapurna Chapati

10. Organised restaurant sector
Category Leaders Mkt share
Cafe CCD (1500), Barista (150)
Quick
Service
Pizza Hut (260) Moti Mahal
(100)
Fast Food Dominos (552), Subway (344)
Fine
Dining
Great Kabab Factory (16) ,
Mainland China (50)

11. Organised restaurant sector
Category Leaders Mkt share
Cafe CCD (1500), Barista (150) 8%
Quick
Service
Pizza Hut (260) Moti Mahal
(100)
30%
Fast Food Dominos (552), Subway (344) 40%
Fine
Dining
Great Kabab Factory (16) ,
Mainland China (50)
15%

12. Newspapers
Agrowon –
• India’s first agriculture daily
• Highest views amongst Marathi language
sites
• Part of the Sakal media group

13. Noodle wars
• From 1300 cr to 3000 cr in 2015
• Maggi introduced in 1984, has dropped
from 90% to 85%
• Top Ramen, Ching’s Secret, Horlicks
Foodles, Knorr Soupy, Yippee, Tasty Treat

14. The Indian Consumer
McKinsey Household Classification(2007)
1.Global Indians (10 l +)
2.Strivers (5 – 10 l)
3.Seekers (2 – 5 l)
4.Aspirers (1 – 2 l)
5.Deprived (- 1 l )