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GMSI405: Consumer Behavior Semester-III Module Handbook: 2014 PGDBM Module Leader: Vipin Agrawal Email: vipin@gdgoenka.ac.in Phone Extn.

GMSI405: Consumer Behavior Semester-III

Module Handbook: 2014

PGDBM

Module Leader: Vipin Agrawal Email: vipin@gdgoenka.ac.in Phone Extn. 3142

GDGWI Lancaster University

Contents

Introduction: ....................................................................................................................................

3

Module Objectives:

3

Coverage:

4

Learning outcomes: .........................................................................................................................

4

Assessment

5

Contact hours:

5

References: ......................................................................................................................................

6

Weekly

7

  • 1. Individual report (30%):

8

  • 2. Group Exercise & Presentation (30% +10%):

8

End Term Examination (30%):

  • 3. ...............................................................................................

9

LUMS Marking Criteria for Postgraduate Course

10

Support for your learning

11

Expectations

11

12

Week 01: Consumer Behavior An Introduction

 

13

14

Week 04: Learning Theories and Memory

15

Week 05: Consumer

16

Week 06: Self Concept and Lifestyle

17

Week 07: Culture and subculture

18

19

20

Week 10: Opinion Leadership & Diffusion of Innovation

21

Week 11-12: Consumer Decision Process

22

24

25

Week 13: Organizational buying behavior

Week 14: Ethics and CB

Week 15: Revision

26

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CONSUMER BEHAVIOR

Introduction:

All organizations, whether classified as for-profit or not-for-profit entities, have an objective of

creating and exchanging „value‟ within their chosen target segments. This conception of value and hence its creation and successful exchange presumes that the organization („marketer‟) has a

fairly good understanding of consumer needs, wants, desires on one hand and the way they action their „purchase‟ (or exchange) on the other. The idea is to try and understand how consumers, both individual and organizational, select, purchase, use and dispose of products and services. The study of consumer behavior hence as a cornerstone of understanding the motivations, determinants and buying decision processes has hence gained considerable importance and has now become an integral part of marketing education. This course is designed to initiate and sensitize participants to the finer nuances of consumer behavior such that they are

able to make informed and well researched marketing decisions.

Module Objectives:

The course intends to develop an understanding of consumer behavior in the context of what factors determine the buying behavior and delineate the buying decision process followed by individual as well as institutional buyers. The specific objectives of this course are

Subject Specific: Knowledge, Understanding and Skills:

The module will develop knowledge, understanding and the ability to apply skills relating to:

the differentiation and similarities between individual and organisational buying behaviour. the recognition and evaluation of the internal determinants of consumer behaviour.

the recognition and evaluation of the external determinants of consumer behaviour. the evolution of the consumer decision making process.

General: Knowledge, Understanding and Skills:

Upon completion students will demonstrate the ability to:

analyse markets and business environments

develop skills of information sourcing, problem identification and its resolution. develop analytical skills through case study analysis.

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Coverage:

Consumer Behavior: Definition, importance, scope, limitations and its applications. Understanding Consumer & Market Segment: Demographic and Psychographics life style segment: Positioning products.

Internal influences: Understanding the psychological foundation of buying behavior:

Motivation & Involvement, types of motives, motive arousal, dimensions of involvement and its marketing implications; Personality- theories, self-concept and its marketing implications; Perception- dynamics perceptions, subliminal perception and its marketing implications; Learning theories & attitudes- Learning theories & memories - definition, classification, theories characteristics, memory systems, retrieval of information, advertising application; Consumer attitudes definition characteristics, theories, sources of attitude development.

Environmental or external influences: Culture & subculture - definition and relevance to market: decisions. Social class & groups - nature & process of social stratification, reference groups, nature of influence. Family, Family life cycle, family purchasing decision, marketing implications

Personal influence & diffusion of innovation: Opinion leadership, adoption and diffusion of Innovations, marketing implication of personal influence.

Consumer decision process: Problem recognition, search, evaluation of alternatives, purchase and post purchase behavior, Models of CB, lifestyle marketing.

Organizational buying behavior, Ethics & Consumer Behavior

Learning outcomes:

Subject Specific: Knowledge, Understanding and Skills:

On successful completion of this module students will be able to demonstrate the ability to:

develop an in-depth understanding of how marketers use internal and external factors to influence buyer decision making. differentiate between the individual and organizational buying and understand the determinants of organizational buying. develop an appreciation and understanding of social issues connected to consumer behaviour. evaluate the impact of social and ethical issues on consumer behaviour.

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General: Knowledge, Understanding and Skills:

On successful completion of this module students will be able to demonstrate the ability to:

Develop information sourcing skills. Problem identification and resolution skills Develop critical thinking Work effectively on an individual and team basis. Communicate in formal and informal environments.

Assessment structure:

  • 1. 30% - Individual Report

  • 2. 40%- Group Exercise (30%) &Presentation (10%)

  • 3. 30%- End Term Exam

Contact hours:

30 hours Lecture

• • 15 hours Tutorials/Workshops/Seminars

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References:

Core Text:

Hawkins, D.I., Mothersbaugh, D.L. and Mookerjee, A. (2010), Consumer Behavior - Building

Marketing Strategy, 11/e, New Delhi: McGraw Hill

Other References:

  • 1. Assael, Henry (2003), Consumer Behavior: A Strategic Approach, Houghton Mifflin College Div.

  • 2. Bagozzi, R., Gurhan-Canli Z. and Priester J.R. (2002), The Social Psychology of Consumer Behaviour, 1st Edition; McGraw Hill.

  • 3. Cathrine V. Jansson-Boyd (2010), Consumer Psychology, 1/e, McGraw Hill.

  • 4. De Mooij M. (2004), Consumer Behaviour and Culture Consequences for Global Marketing and Advertising, London: Sage Publications.

  • 5. Dubois B. (2000), Understanding the Consumer, London: Pearson Education Ltd.

  • 6. Blackwell, Roger D., Miniard, Paul W, Engel, James F.(2006),Consumer behavior,1/E , Cengage Learning , New Delhi

  • 7. Hoyer,Wayne D. ,MacInnis, Deborah J.(2010),Consumer Behavior - A Marketer's Tool Cengage Learning , New Delhi

  • 8. Kotler, P. and Keller K. (2008), Marketing Management, (International Edition), 13/e Delhi, India: Pearson Education

  • 9. Peter J. P. and Olson J.C. (2010), Consumer Behavior, 9/e, McGraw Hill.

10. Peter J.P., Olson J.C. and Grunert K. (1999), Consumer Behaviour and Marketing Strategy (European edition). London: McGraw Hill. 11. Schiffman L.G. and L.L. Kanuk (2009), Consumer Behavior, 9/e. Delhi, India: Pearson Education 12. Sheth, Jagdish N. Mittal, B. and Newman B.I. (2002) Customer Behavior: A Managerial Perspective, South-Western College Pub. 13. Solomon, M.R. (2008), Consumer Behavior (International Edition), 8/e.

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Weekly coverage:

 

Week

 

Coverage

  • 1 Week 1

 

Introduction CB and marketing strategy

  • 2 Week 2

 

Motivation,

Involvement

and

Personality

  • 3 Week 3

 

Perception and its Marketing implications

 
  • 4 Week 4

 

Learning Theories and Memory

 
  • 5 Week 5

 

Consumer Attitude

 
  • 6 Week 6

 

Self concept and lifestyle

 
  • 7 Week 7

 

Culture and subculture

 
  • 8 Week 8

 

Social Class & Reference Groups

 

9

Week 9

Family purchase decision and marketing implications

 
 
  • 10 Week 10

Opinion Leadership & Diffusion of Innovation

 
  • 11 Week 11-12

Consumer decision making process

 
  • 12 Week 13

Organizational buying behavior

 
 
  • 13 Week 14

Ethics and CB

 
  • 14 Week 15

Revision

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  • 1. Individual report (30%):

Topic:

Select THREE marketing stimulus (i.e. a product including packaging and labeling, an advertisement, and a retail store environment) that manifests the usage of any of the psychological influences (i.e. motivation, perception, learning, attitude and self concept) that is part of your course curriculum. Discuss the way in which the particular marketing stimulus tries to influence the consumer behavior with reference to the factors that you have identified.

3000 words report (Font size: 12, Times New Roman, single space) excluding Appendix

Appendix: Include a brief description of the selected product, advertisement (print advertisement can be included and if it‟s an audio-visual advertisement, then you should write/describe the story line in brief) and retail store in the appendix.

Submission deadline: Week 8 (Class day) 10:00 A.M.

  • 2. Group Exercise & Presentation (30% +10%):

Topic:

Based upon secondary research, discuss the application of consumer behavior in the segmentation and positioning of any one of the following product/service in the Indian market.

  • - Passenger cars (A Class; B Class; C Class and D Class) (Any one of these)

  • - Energy drinks ( like Red Bull )

  • - Motorcycles (Up to 175 cc capacity; Above 175 cc) (any one)

  • - Smart Phones ( like i-Phone )

  • - Ethnic Indian restaurants( like Haldiram)

  • - Casual apparels ( like jeans)

  • - Branded Jewelry ( like Tanishq)

Group size and composition:

3 - 5 members per group;

Group will be defined by the faculty member.

Group Exercise Report (30%): 4000 word report (Font size: 12, Times New Roman, single space)

Submission deadline: Week 15 (Class day) 10:00 A.M.

Group Presentation (10%): A 20 minute presentation with 10 minutes Q&A

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Common guidelines for all submissions:

  • 1. Your work must be original and fully referenced (using Harvard Referencing System). For Harvard Referencing System guidelines, download the Manual from the GDGWI server.

  • 2. Any kind of plagiarism would lead to severe penalties amounting to a resubmission or marks reduced to zero.

3. End Term Examination (30%):

This would be a two hour duration close-book examination.

Note: The complete assessment schedule will be notified separately.

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LUMS Marking Criteria for Postgraduate Course

Result

Broad

Percentage

Primary verbal descriptors for attainment

Class

Descriptor

range

of Intended Learning Outcomes

Pass

Excellent

70-100

Exemplary range and depth of attainment of intended learning outcomes, secured by discriminating command of a comprehensive range of relevant materials and analyses, and by deployment of considered judgement relating to key issues, concepts and

Distinction

Pass

Good

60-69

procedures Conclusive attainment of virtually all intended learning outcomes, clearly grounded on a close familiarity with a wide range of supporting evidence, constructively utilised to reveal appreciable depth of

Merit

Pass

Satisfactory

50-59

understanding Clear attainment of most of the intended learning outcomes, some more securely grasped than others, resting on a circumscribed range of evidence and

Pass

Fail

Marginal

40-49

displaying a variable depth of understanding Attainment deficient in respect of specific

 

fail

intended learning outcomes, with mixed evidence as to the depth of knowledge and weak deployment of arguments or deficient

Fail

Fail

30-39

manipulations Attainment of intended learning outcomes appreciably deficient in critical respects, lacking secure basis in relevant factual and

Fail

Poor fail

20-29

analytical dimensions Attainment of intended learning outcomes appreciably deficient in respect of nearly all intended learning outcomes, with irrelevant use of materials and incomplete and flawed

Fail

Fail

Very

poor

0-19

explanation No convincing evidence of attainment of any

fail

intended learning outcomes, such treatment of the subject as is in evidence being directionless and fragmentary

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Support for your learning

The main form of support will be through your module leaders and seminar/workshop leaders, who are available on appointment. Also, the online support in the form of material available on the GDGWI server regarding your module should be used to keep oneself updated.

The library resources are extended through the availability of electronic databases, containing Research Journals and various other types of publications that provide you with enhanced readings and facilitate your understanding.

Expectations

There are a number of expectations for your study on this module which you should be aware of. These are that you will:

Adhere to the guidelines vis-à-vis submission deadlines; weekly readings and tasks; practice tests schedule Regularly log-in to check on the GDGWI server for announcements (and material) pertaining to this module Attend all the face to face sessions and regularly connect with module/workshop leaders for any clarification pertaining to the module Be aware of the plagiarism norms of the GDGWI (LU) and take care to not to infringe upon the any of the same

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Week 01: Consumer Behavior An Introduction

Learning Objectives:

To gain an overview of CB as a subject matter of study Understand how CB determines marketing strategy of organizations Briefly revisit market segmentation and discuss how CB connects to this

Lecture Outline Week 01:

CB: Definition, importance, scope, limitations and its applications.

CB and marketing strategy

Understanding Consumer & Market Segment: Demographic and Psychographics life

style segment: Positioning products

Readings for Week 01:

Hawkins et al (2010): Chapter: 1

Schiffman and Kanuk (2009): Chapters: 1, 2, 3

Eric K. Clemons (2007) “Resonance marketing in the age of the truly informed consumer:

creating

profits

through

differentiation

and

delight,”

available

from

http://opim.wharton.upenn.edu/~clemons/blogs/resonanceblog.pdf, accessed 2 nd June 2010.

Week 01 Seminar:

Overview of the assessments individual and group assignments

Task for Week-02 Seminar:

Larson, Dave (2002) “Building a brand's personality from the customer up,” Direct Marketing, (Tuesday, October12 2002). Available at

http://www.allbusiness.com/marketing-advertising/branding-brand-development/411645-

1.html . Accessed 3rd June 2010.

Come to the seminar prepared, having read this paper and having written a one page summary of the same (2 sides of an A4 sheet) for submission. You will be asked to present your conclusions to the seminar group.

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Week 02: Motivation, Involvement and Personality

Learning Objectives:

To delve into the nature and concept of motivation and personality as determinants of human behavior To understand the role of motivation and personality in shaping consumption behavior To understand how marketing strategy gets affected by these variables

Lecture Outline Week 02:

Motivation – Maslow‟s hierarchy; McGuire‟s psychological motives Dimensions of Involvement and its marketing implications Motivation and marketing strategy Personality theories (selected) Use of personality in marketing

Readings for Week 02:

Hawkins et al (2010): Chapter: 10

Schiffman and Kanuk (2009): Chapters: 4 ,5

Jennifer L Aaker (1997) “Dimensions of brand personality,” JMR, Journal of Marketing Research; Aug 1997; 34, 3; ABI/INFORM Global pg. 347

Week 02 Seminar:

Discussion on “Building a brand's personality,” based on the paper by Larsen (2002)

Task for Week03 Seminar:

Read the case -

TBC (to be communicated)

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Week 03: Perception and its marketing implications

Learning Objectives:

To understand the nature of perception and how consumers receive stimuli and transform them into meaningful information, storing them for future use, affecting buying behavior and decision making

Lecture Outline Week 03:

Exposure, Attention, Interpretation and Memory Perception and marketing strategy

Readings for Week 03:

Hawkins et al (2010): Chapter: 8 Schiffman and Kanuk (2009): Chapter : 6 Eva Martínez, Leslie de Chernatony, (2004) "The effect of brand extension strategies upon brand image", Journal of Consumer Marketing, Vol. 21 Iss: 1, pp.39 50 Moore, T. E. "Subliminal Perception: Facts and Fallacies." Skeptical Inquirer 16, (1992):

273-281

Week 03 Seminar:

Case discussion - TBC

Task for Week 04 Seminar:

Read the case TBC

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Week 04: Learning Theories and Memory

Learning Objectives:

To understand the nature and characteristics of learning

To know the nature and functioning of memory

To understand the application of learning and memory theories in developing product positioning strategies

Lecture Outline Week 04:

Nature of Learning

General Characteristics of Learning

Memory Brand Image & product positioning

Readings for Week 04:

Hawkins et al (2010): Chapter: 9

Schiffman and Kanuk (2009): Chapter: 7

Subodh Bhat, Srinivas K. Reddy, (1998) "Symbolic and functional positioning of brands",

Journal of Consumer Marketing, Vol. 15 Iss: 1, pp.32 43

Week 04 Seminar:

Case discussion TBC

Task for Week 05 Seminar:

Read the case TBC

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Week 05: Consumer Attitude

Learning Objectives:

To understand the nature of attitude and its components (cognitive, affective, and behavioral) To understand the role each component plays in developing marketing strategies to influence/change attitudes To know the communications characteristics that can be varied to influence attitude. To understand how attitudes can be used to segment markets

Lecture Outline Week 05:

Attitude and its Components - Cognitive , Affective & Behavioral

Attitude Change Strategies

Individual & Situational Characteristics that influence attitude change

Communication Characteristics that influence attitude formation and change

Market Segmentation & Product Development Strategies based on attitudes

Readings for Week 05:

Hawkins et al (2010): Chapter: 11

Schiffman and Kanuk (2009): Chapter: 8

Lefa Teng, Michel Laroche, Huihuang Zhu, (2007) "The effects of multiple-ads and multiple-brands on consumer attitude and purchase behavior", Journal of Consumer Marketing, Vol. 24 Iss: 1, pp.27 35

Week 05 Seminar:

Case discussion - TBC

Task for Week 06 Seminar:

Read the case TBC

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Week 06: Self Concept and Lifestyle

Learning Objectives:

To understand the nature of the self-concept, how it is measured and used to position products To understand the relationship between self-concept and lifestyle To understand how lifestyle influences the purchase and use of products and services

Lecture Outline Week 06:

Nature of self concept

Measuring and using self concept to position products

Nature of lifestyle

Measurement of lifestyle (AIO, VALS) and its use to position products

Readings for Week 06:

Hawkins et al (2010): Chapter: 12

Schiffman and Kanuk (2009): Chapter: 11

J. M. Sirgy (1982). `Self-Concept in Consumer Behavior: A Critical Review'. The Journal of Consumer Research 9(3):287-300

Week 06 Seminar:

Case discussion TBC

Task for Week 07 Seminar:

Read the case TBC

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Week 07: Culture and subculture

Learning Objectives:

To understand what culture is, and why and how it is influential in terms of consumer behavior To understand what cultural values are, and how they act to influence behavior To be able to develop a cross-cultural approach to the design of marketing strategy

Lecture Outline Week 07:

Concept of culture Variations in cultural values Cultural variations in Non Verbal communications Cross cultural marketing strategy

Readings for Week 07:

Hawkins et al (2010): Chapter: 2

Schiffman and Kanuk (2009): Chapter: 12 , 13

McCracken, Grant C. 1986 "Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods," Journal of Consumer Research. Saikat Banerjee, (2008) "Dimensions of Indian culture, core cultural values and marketing implications: An analysis", Cross Cultural Management: An International Journal, Vol. 15 Iss: 4, pp.367 378

Week 07 Seminar:

. Case discussion TBC

Task for Week 08 Seminar:

Read the case TBC

Submission Deadline: Individual report due next week (class day 10:00 am)

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Week 08: Social Class & Reference Groups

Learning Objectives:

To understand the influence of social class on marketing strategy To understand the nature and importance of reference group influence on the consumption process To understand the marketing strategies based on reference group influences

Lecture Outline Week 08:

Social Class & its influence on marketing strategy Nature and types of groups Reference group influence on the consumption process Marketing strategies based on reference group influences

Readings for Week 08:

Hawkins et al (2010): Chapter: 4 Schiffman and Kanuk (2009): Chapters: 11 Bearden, William O. and Michael J. Etzel, (1982) “Reference Group Influence on Product and Brand Purchase Decisions,” Journal of Consumer Research, 9 (September), 183-194. Coleman, R. (1983). “The Continuing Significance of Social Class to Marketing.” Journal of Consumer Research, 10(3), 265-280. Retrieved from Academic Search Complete database

Week 08 Seminar:

Case discussion TBC

Task for Week 09 Seminar:

Read the case TBC

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Week 09: Family purchase decision and its marketing implications

Learning Objectives:

To understand the concept of the household life cycle (HLC)

To know the marketing implications of using household life cycle (HLC)

To understand how consumption decisions are made within the household unit

Lecture Outline Week 09:

The household life cycle Marketing strategy based on the household life cycle Family Decision Making Marketing Strategy and Family Decision Making

Readings for Week 09:

Hawkins et al (2010): Chapter: 6

Schiffman and Kanuk (2009): Chapter: 10

Murphy, P., & Staples, W. (1979). “A Modernized Family Life Cycle.” Journal of

Consumer Research, 6(1), 12-22. Retrieved from Academic Search Complete database

Week 09 Seminar:

Case discussion TBC

Task for Week 10 Seminar:

Read the case TBC

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Week 10: Opinion Leadership & Diffusion of Innovation

Learning Objectives:

To understand opinion leadership and how marketers can utilize it

To understand the diffusion process

To be able to develop a marketing strategy based on an innovation analysis

Lecture Outline Week 10:

Communications within groups and opinion leadership Situations in which opinion leadership occurs Opinion leaders characteristics Marketing strategy and opinion leadership Diffusion of innovation

Readings for Week 10:

Hawkins et al (2010): Chapter: 7

Schiffman and Kanuk (2009): Chapters: 15

Stokburger-Sauer, N., & Hoyer, W. (2009). “Consumer advisors revisited: What drives those with market mavenism and opinion leadership tendencies and why?” Journal of Consumer Behaviour, 8(2/3), 100-115. doi:10.1002/cb.276

Week 10 Seminar:

Case discussion TBC

Task for Week 11 Seminar:

Read the case TBC

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Week 11-12: Consumer Decision Process

Week 11: Situational influences, Problem Recognition & Information Search

Learning Objectives:

To understand the types of situations and categories of situational variables and their

impact on marketing strategy. To know the constraints that the situation may impose on marketing decisions

To understand the process of problem recognition and its influence on the marketing

strategy To understand the nature and types of information search- Internal vs. External.

To understand how marketing strategies can be developed based on the information search patterns

Lecture Outline Week 11:

Nature of situational influence , situational characteristics and consumption behavior, situational influences and marketing strategy Types of consumer decisions , the process of problem recognition , marketing strategy and problem recognition Nature of information search type of information and sources of information , marketing strategies based on information search patterns

Readings for Week 11:

Hawkins et al (2010): Chapter: 13 , 14 , 16

Schiffman and Kanuk (2007): Chapter: 16

SELA, A., BERGER, J., & LIU, W. (2009). “Variety, Vice, and Virtue: How Assortment Size Influences Option Choice.” Journal of Consumer Research, 35(6), 941-951. Retrieved from Academic Search Complete database

Week 11 Seminar:

Case discussion TBC

Task for Week 12 Seminar:

Read the case TBC

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Week 12: Information Search, Alternative Evaluation and Selection, Outlet Selection, Purchase, and Post Purchase Processes

Learning Objectives:

To understand the evaluative criteria used by the consumer‟s and to develop marketing strategy based on knowledge of a target market‟s evaluative criteria. To know the various decision rules that consumers use and to develop marketing strategy based on consumer decision rules To understand the consumer decision process is outlet selection based on unique attributes of retail outlets (evaluative criteria) and its implications for marketing strategy To understand the nature of in store influences that affect product and brand choice and be able to develop marketing strategy based on them To know the processes that occur after the purchase, and how these processes affect marketing strategy To know how consumers actually use and dispose of a product

Lecture Outline Week 12:

How consumers make choice - evaluative criteria , individual judgment and evaluative criteria , decision rules for attribute based choices and its implication for marketing strategy Outlet choice versus product choice ,attributes affecting retail outlet selection, consumer characteristics and outlet choice, in store influences that affect brand choices Purchase , post purchase dissonance , product use and non use and disposition

Readings for Week 12:

Hawkins et al (2010): Chapter: 16 , 17, 18 Schiffman and Kanuk (2009): Chapters: 16 Bettman, J., & Zins, M. (1977) “Constructive Processes in Consumer Choice.” Journal of Consumer Research, 4(2), 75-85. Retrieved from Business Source Premier database Mohammed M Nadeem. (2007). “Post-Purchase Dissonance: The Wisdom of the 'Repeat' Purchases.” Journal of Global Business Issues, 1(2), 183-193. Retrieved July 21, 2010, from ABI/INFORM Global. (Document ID: 1336315911).

Week 12 Seminar:

Case discussion - TBC

Task for Week 13 Seminar:

Read the case TBC

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Week 13: Organizational buying behavior

Learning Objectives:

To understand how marketers can use organizational buying behavior in developing effective marketing strategies. To understand the effects of purchase situation on type of purchasing process used by an organization. To develop an insight into successfully marketing to organizational buyers

Lecture Outline Week 13:

Organizational purchase process

Decision making unit Purchase situations

• • Steps in the organizational decision process

Readings for Week 13:

Hawkins et al (2008): Chapter: 19

Sheth, J. (1973). “A Model of Industrial Buyer Behavior.” Journal of Marketing, 37(4), 50- 56. Retrieved from Business Source Premier database

Week 13 Seminar:

Case discussion - TBC

Task for Week 14 Seminar:

Case Study TBC

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Week 14: Ethics and CB

Learning Objectives:

To understand the impact of marketing on children

To understand the impact of marketing on adults

To understand the regulatory and consumerism issues related with marketing

Lecture Outline Week 14:

Regulation and Marketing to Children

Regulation and Marketing to Adults

Readings for Week 14:

Hawkins et al (2010): Chapter: 20

Heath, M., & Heath, M. (2008). “(Mis) trust in marketing: a reflection on consumers' attitudes and perceptions.” Journal of Marketing Management, 24(9/10), 1025-1039. Retrieved from Business Source Premier database.

Week 14 Seminar:

Case discussion - TBC

Task for Week 15 Seminar:

Group exercise presentations.

Submission Deadline: Group exercise due next week (class day 10:00 am.)

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Week 15: Revision

Lecture Outline Week 15:

Revision

Week 15 Seminar:

Group exercise presentations.