Screenshot 2019-12-05 at 6.55.19 PM.png - C Perception Basics of Perception Marketing implications Elements of PRACTICAL COMPONENT Perception Dynamics

Screenshot 2019-12-05 at 6.55.19 PM.png - C Perception...

This preview shows page 1 out of 1 page.

Image of page 1

You've reached the end of your free preview.

Want to read the whole page?

Unformatted text preview: C) Perception: Basics of Perception & Marketing implications, Elements of PRACTICAL COMPONENT: 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 Part 2 findings/ observations followed with a group discussion. Unit 4: 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 COURSE OUTCOMES: presentation. Audience, Media Strategy, Message strategies, Message structure and The student should be able to: 1. Explain the background and concepts vital for understanding Unit 5: Consumer Behaviour. External Influences on Consumer Behaviour 2. 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, 3. 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: RECOMMENDED BOOKS: 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- Latest edition. 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, REFERENCE BOOKS: 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 Publications, 2015 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. Unit 6: Consumer Influence and Diffusion of Innovations CO-PO MAPPING Opinion Leadership: Dynamics of opinion leadership process, Measurement of opinion leadership, Market Mavens, Opinion Leadership & CO PO POS Marketing Strategy, Creation of Opinion Leaders. PO1 POZ PO3 PO4 CO1 X Diffusion of Innovations: Diffusion Process, Adoption Process: Stages, categories of adopters, Post Purchase Processes. CO Customer Relationship Management- Meaning & Significance of CRM, CO3 X Types of CRM Strategies for building relationship marketing, e-CRM, Meaning, Importance of e-CRM, Difference Between CRM & e-CRM....
View Full Document

  • Summer '18
  • sandeep

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Stuck? We have tutors online 24/7 who can help you get unstuck.
A+ icon
Ask Expert Tutors You can ask You can ask You can ask (will expire )
Answers in as fast as 15 minutes
A+ icon
Ask Expert Tutors