Unformatted text preview: C) Perception: Basics of Perception & Marketing implications, Elements of
Perception, Dynamics of Perception, Influence of perception on CB.
Students can go to malls and unorganized retail outlets and observe the
Consumer Imagery, Perceived price, Perceived quality, price/quality
behaviour of consumers of different demographic segments while
relationship, Perceived Risk, Types of risk, How to consumers' handle risk.
buying different category of goods. The students need to present the
findings/ observations followed with a group discussion.
Students have to prepare a questionnaire and conduct the survey on
consumer buying behaviour and present the findings in the class.
Individual Influences on Consumer Behaviour
Find three advertisements that appeal to the need for power, affiliation
A) Learning: Elements of Consumer Learning, Marketing Applications of
and achievement. Discuss their effectiveness. Rewrite these for
Behavioural Learning Theories, Classical Conditioning - Pavlovian Model,
persons in different levels of Maslow's Hierarchy?
Neo-Pavlovian Model, Instrumental Conditioning.
Meet your friends and conduct a survey to find what are the important
B) Attitude: Basics of attitude, the nature of attitude, Models of Attitude and
factors in their purchase of mobiles, shoes, bags etc.
Marketing Implication, (Tri-component Model of attitude, Multi attribute
Conduct a study on advertisements regarding a specific product and
attitude models. Elaboration Likelihood Model).
find out how consumer deal with the information overload?
C) Persuasive Communication: Communications strategy, Target
Audience, Media Strategy, Message strategies, Message structure and
The student should be able to:
Explain the background and concepts vital for understanding
External Influences on Consumer Behaviour
Identify the role of variables that determines Consumer Behaviour in
Social Class: Social Class Basics, What is Social Class? (Social class &
Social & cultural domain.
Social status, the dynamics of status consumption, Features of Social Class,
Five Social-Class Categories in India.
Identifying the psychological and behavioural practices adopted by
organizations to enhance the Consumer Behaviour.
Culture: Basics, Meaning, Characteristics, Factors affecting culture, Role
of customs, values and beliefs in Consumer Behaviour. Subculture:
Meaning, Subculture division and consumption pattern in India, Types of
Consumer Behavior - Leon Schiff man, LesslieKanuk, 10/e, Pearson,
subcultures. Cross Culture - Cross-cultural consumer analysis - Cross-
cultural marketing strategy: Cross-cultural marketing problems in India,
Consumer Behaviour A Managerial Perspective, Dr. Dheeraj Sharma,
Strategies to overcome cross-cultural problems.
Jagdish N Sheth, Banwari Mittal, I/e, Cengage Learning.
Groups: Meaning and Nature of Groups, Types Family: The changing
structure of family, Family decision making and consumption related roles,
Dynamics of husband-wife decision making, The family life cycle &
marketing strategy, Traditional family life cycle & marketing implications,
Consumer Behavior in Indian Perspective - Suja Nair, Himalaya
Reference Groups: Understanding the power & benefits of reference groups,
Factors that affect reference group influence, Types of reference group,
Consumer Behavior: Building Marketing Strategy - Del I. Hawkins, &
Others, 11/e, TMH,
Reference Group Appeals.
Consumer Behavior- Satish K. Batra& S H HKazmi, Excel Books.
Consumer Influence and Diffusion of Innovations
Opinion Leadership: Dynamics of opinion leadership process,
Measurement of opinion leadership, Market Mavens, Opinion Leadership &
Marketing Strategy, Creation of Opinion Leaders.
Diffusion of Innovations: Diffusion Process, Adoption Process: Stages,
categories of adopters, Post Purchase Processes.
Customer Relationship Management- Meaning & Significance of CRM,
Types of CRM Strategies for building relationship marketing, e-CRM,
Meaning, Importance of e-CRM, Difference Between CRM & e-CRM....
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- Summer '18