Consumer Behavior

School of Business Management , NMIMS

FT MBA II Year Trimester IV 20!"20#
Instructor$ %rof Neeta Achar&a '(t) * 5854 'mail$
neeta@nmims.edu
+oals$
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 uantitative measures !"hat, how much#, but also on ualitative
measures !the "hys $ %ows#. &his meant understandin' the e(ternal
$ individual determinants a)ectin' consumer decision*makin' process.
&he course is structured in this conte(t.
,-.ectives$
+# &o sensitize students to the behavioral dimensions that a)ect
consumer decision*makin'.
,# &o develop their skills in makin' e)ective marketin' strate'y
decisions.
%e/agog& - "ill involve many tools, in li'ht of the ualitative nature
of the sub.ect. &he participants will be learnin' throu'h assi'nments,
class e(ercises, and article presentation besides /nal written
e(amination)
'valuation criteria * 0arks out of +11.
+# 2inal 3(am - 514 !Individual 3valuation#
,# 5ssi'nment Presentation - +54 !6roup 3valuation#
7# , 8uiz - ,14 !Individual 3valuation#
4# 9ook :5rticles Presentation - +54 !6roup 3valuation#
'ssential rea/ing 0%rescri-e/ Te(t 1
;onsumer 9ehaviour * <eon 6. =chi)man $ <eslie <azar >anuk * latest
edition, Prentice %all of India:Pearson 3ducation India.
;onsumer 9ehaviour* <eon 6. =chi)man $ <eslie <azar >anuk $
=.?ameshkumar !Pearson Publication India#
+
,ther Te(ts !?ecommended#
* ;onsumer 9ehavior - @avid <. <oudon $ 5lbert A. @ella 9itta,
<atest edition, &ata 0c6raw %ill.
* ;onsumer 9ehavior - 0ichael ?. =olomon, <atest edition,
Pearson.
Note$ 3ssential ?eadin's in the followin' course outline mentions
chapter numbers on the basis of B
th
edition !International edition#.
S'SSI,N 2'TAI3S
=3==ICD &CPI;
+ $ , S'SSI,N 4 2 " C,NS5M'6 B'7AVI,56
INT6,25CTI,N
+. "hy ;onsumer 9ehavior is important
,. @e/nin' ;onsumer 9ehavior
7. E1Fs framework
4. 9uyin' roles
5. Gse of ;onsumer behavior,
B. Problems in measurement
E. @ecision Process framework
8. Perspectives to ;onsumer 9ehavior
H. ;onsumer ?esearch
+1. Gse of secondary sources like ?etail audit, readership
survey, census,
&ata statistical outline, 0arketin' white book.
++. 8ualitative I:s 8uantitative research $ use in ;onsumer
behavior
'ssential 6ea/ing
;hapter + * &he @iversity of ;onsumer 9ehavior
;hapter , * ;onsumer ?esearch
;hapter 7 * 0arket =e'mentation
7 S'SSI,N 8 * C53T56' 4 S5BC53T56'
;han'es in Indian socio*cultural environment $ impact on
consumer behavior
@i)erences in urban $ rural culture.
'ssential 6ea/ing
;hapter +4 - &he InJuence of ;ulture on ;onsumer 9ehavior
;hapter +5 - =ub cultural 5spects of ;onsumer 9ehavior
6ecommen/e/ rea/ing $
,
"e are like that only K Gnderstandin' the lo'ic of ;onsumer
India by
?ama 9i.apurkar !Published by Pen'uin India#.
7
4
S'SSI,N ! * C6,SS C53T56A3 C,NS5M'6 B'7AVI,6
* 2ramework for cross cultural analysis
'ssential 6ea/ing
;hapter +B - ;ross -;ultural ;onsumer 9ehaviorK 5n
International L
Perspective.
6ecommen/e/ 6ea/ing $
&he ;ulture ;ode K 5n In'enious way to understand why
People 5round the
world live $ buy as they do by !;lotaire ?apaille#
5 S'SSI,N # * S,CIA3 C3ASS, 6'F'6'NC' +6,5% 4 FAMI3Y
o =ocio- economic class se'mentation v:s income
se'mentation
o =ocial 'roup, a''re'ation $ cate'ory
o =ocial 'roups $ reference 'roup power
o ;han'in' roles in family.
'ssential 6ea/ing
;hapter +7 - =ocial class and ;onsumer 9ehavior
;hapter ++ - 6roup @ynamics and ;onsumer ?eference
6roups
;hapter +, - &he 2amily
ASSIGNMENT PRESENTATION (GROUP 1)- INDIAN CULTURE
AND CONSUMER BEHAVIOUR
B
S'SSI,N 9 * ,%INI,N 3'A2'6S7I% 4 INN,VATI,N
2IFF5SI,N
* ;haracteristics of Cpinion <eadership
* Innovation di)usion model
'ssential 6ea/ing
;hapter +E - Personal InJuence and the Cpinion <eadership
Process
;hapter +8 - @i)usion of Innovations
6ecommen/e/ 6ea/ing

"hat wore they thinkin' M 0arketin' lessons you can learn
4
from products
that Jopped 9y ?obert 0c0ath
"innin' in the Indian 0arket by ?ama 9i.apurkar !"iley $
=ons#
5
E
S'SSI,N : * M,TIV'S AN2 %'6S,NA3ITY
* ;onsumer 0otives $ Involvement
* 9rand personality I:s Gser personality $ self*ima'e

'ssential 6ea/ing
;hapter 4 - ;onsumer Deeds and 0otivations
;hapter 5 - Personality and ;onsumer 9ehavior
6ecommen/e/ 6ea/ing
0arketin' 0etaphoria K "hat @eep 0etaphors ?eveal about
the 0inds of
;onsumers ,118 by 6erald Naltman.
ASSIGNMENT PRESENTATION (GROUP 2)- CROSS
CULTURE VERSUS PRODUCTS AND ADVETRISING
8 S'SSI,N ;
) ASSI+NM'NT %6'S'NTATI,N 0+6,5% 81" S,CIA3 C3ASS
V'6S5S %6,25CTS AN2 A2V'6STIS'M'NTS ,6
S'C,N2A6Y S,56C'S T, ST52Y C,NS5M'6 B'7AVI,56
2) ASSI+NM'NT " %6'S'NTATI,N 0+6,5% !1 "
S5CC'SSF53 AN2 FAI3'2 5S' ,F 6'F'6'NC' +6,5%S IN
A2V'6TIS'M'NTS AN2 5S' ,F FAMI3Y INF35'NC' IN
A2V'6TIS'M'NTS
H S'SSI,N < " INF,6MATI,N %6,C'SSIN+ 4 %'6C'%TI,NS
;hapter B K ;onsumer Perceptions
?ecommended ?eadin' K
%ow customers think K 3ssential Insi'hts into the 0ind of the
0arketin'
9y 6erald Naltman
B
+1 S'SSI,N 0 *
) ASSI+NM'NT %6'S'NTATI,N 0+6,5% #1 " S5CC'SSF53
V'6S5S FAI3'2 INN,VATI,N 2IFF5SI,N IN IN2IA
2) ASSI+NM'NT %6'S'NTATI,N 0+6,5% 91 " M,TIV'S AN2
IN2IAN A2V'6TIS'M'NTS
++ S'SSI,N * 3'A6NIN+ 4 M'M,6Y, ATTIT52' F,6MATI,N 4
C,MM5NICATI,N
'ssential 6ea/ing
;hapter E - <earnin' and ;onsumer Involvement
;hapter 8 - &he Dature of ;onsumer 5ttitudes
;hapter H - ;onsumer 5ttitude 2ormation and ;han'e
;hapter +1 - ;ommunication and Persuasion.
=5I> ??????????

+, S'SSI,N 2 *
) ASSI+NM'NT %6'S'NTATI,N 0+6,5% :1 *%'6C'%TI,NS
AN2 MA6@'TIN+
2) ASSI+NM'NT %6'S'NTATI,N 0+6,5% ;1 " 56BAN
V'6S5S 656A3 C,NS5M'6 B'7VAI,56
+7 S'SSI,N 8* C,NS5M'6 2'CISI,N MA@IN+ %6,C'SS
'ssential 6ea/ing
;hapter +H - ;onsumer @ecision 0akin'K ;hoosin' and
;onsultin'
ASSIGNMENT PRESENTATION (GROUP 9) SOCIAL
MEDIA AND CONSUMER BEHAVIOUR
+4 '(ercise $ %6,25CT ANA3YSIS AN2 A2V'6TIS'M'NT
ANA3YSIS
+5 ASSI+NM'NT %6'S'NTATI,N 0+6,5% 01 *
C,MM5NICATI,N AN2 C,NS5M'6 B'7VAI,56
ASSI+NM'NT %6'S'NTATI,N 0+6,5% 1 * B,,@ 6'VI'A B
A6TIC3'S 6'VI'A
E
+B B,,@ B A6TIC3'S 6'VI'A 0+6,5% 2 4 81
8
+E
B,,@ B A6TIC3'S 6'VI'A 0+6,5% ! 4 #1
+8
B,,@ B A6TIC3'S 6'VI'A 0+6,5% 91
=5I> ?????????
+H B,,@ B A6TIC3'S 6'VI'A 0+6,5% : 4 ;1
,1 B,,@ B A6TIC3'S 6'VI'A 0+6,5% < 4 01
+rouC Formation$
&he ;lass will be divided into +1 'roups of eual number of
participants.
*&he 'roups names will be 'iven to the ;? before =ession , $
the instructor will allot random numbers to the 'roups.
ASSI+NM'NT %6'S'NTATI,N
3ach 'roup will do one assi'nment. &he assi'nment will
involve presentation by the 'roup in class for ,5 minutes
followed by +1 minutes 8 $ 5. The grouC Dill also Cresent
a har/ coC& of assignment in class to the instructor .ust
-efore -eginning the Cresentation)
B,,@ B A6TIC3'S 6'VI'A %6'S'NTATI,N
3ach 'roup will present either a 'ist of a book mentioned in
recommended readin' or relevant articles on the sub.ect of
that class for ,5 minutes followed by +1 minutes of 8 $5. The
grouC Dill also Cresent a har/ coC& of assignment in
class to the instructor .ust -efore -eginning the
Cresentation)
%reCare/ -& Facult& $ %rof) Neeta Achar&a Signature $
EEEEEEEEEEEEE
6ecommen/ation -& Area ChairCerson B %rog) ChairCerson$ Signature $
EEEEEEEEEEEEE
H
ACCrove/ B& 2ean SBM $ Signature $
EEEEEEEEEEEEE
+1