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Faculty--Prof. Jayant Bose; Mobile09 !!" 0##$; e%ail--&ayantbose'(%ail.co% Course )escri*tion The course aims at the following: It is expected that the learner will become proficient and knowledgeable about buyer beha ior in a holistic manner !pre"purchase# purchase and post purchase$# familiar with the ad ances in consumer research# in deciphering buyer moti ation# impact of social# psychographic and cultural ariables on consumption decisions# e%uipped with frameworks to analy&e consumer beha ior and use them while designing marketing strategies and decision making# and in enhancing the effecti eness of marketing programs' +earnin( ,utco%es: (t the completion of the course# the learner should de elop the ability to 1$ )nderstand the concepts of consumer beha ior and apply these concepts in consumer decision process 2$ )nderstand the role of consumer as decision maker and analy&e the role of consumer beha ior in the marketing process *$ +ritically analy&e the impact of the determinants and factors that influence consumer beha ior and understand how marketers are using these in real life marketing operations' ,$ )nderstand marketing research process# - gain familiarity with its tools - techni%ues as applicable in consumer research 5$ .ormulate research problems !when confronted with a marketing problem$ and design - carry out primary research pro/ects !exploratory - conclusi e$ 0$ +onduct field work# collect and collate data# analy&e it using tools !1211# 3xcel$# interpret research findings - present them -ession Plan 1ession .o*ics to be co/ered Peda(o(y 0 +earnin( outco%e +ecture0)iscussio n )nderstand the rele ance of +onsumer beha ior to marketing +ecture0)iscussio n Case discussions 8ain an o er iew of consumer beha ior Prescribed 1eadin(
1"2
2ntroduction to Consu%er Be3a/ior: Its origins - strategic applications +onsumer research Market segmentation
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Factors influencin( consu%er be3a/ior: 6lack 6ox model 3ngel# 6lackwell# - Miniard7s +6 model
5"0
+ecture0)iscussio n Case discussion 5ssi(n%ent :earn what propels acti e search for solutions +ecture0)iscussio n 5ssi(n%ent Presentation The connection between the two
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@ " 1A
< - M !+h ,$
11 " 12
9no:led(e 6 ;nderstandin(
< - M !+h 5$
1* " 1,
+ecture0)iscussio n Presentation 5ssi(n%ent ;ecogni&e how attitudes formed under high consumer effort are ery difficult to change
< - M !+h 0$
S & K ( Ch 7)
15 " 10
2* " 2,
Psyc3o(ra*3ics: +ifestyle
<alues4
Personality4
< - M !+h 15$ +ase: 58alaxy (ppliances :td' 5Eo e <air +are
25 " 20
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Jud(%ent 6 )ecision Ma=in( Based on Hi(3 +ecture0discussio Consu%er 7ffort n Case discussion The central route followed re%uires elaboration Jud(%ent 6 )ecision Ma=in( Based on +o: +ecture0discussio Consu%er 7ffort n
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+ecture0discussio n Case discussion Marketing implications of satisfactionF dissatisfaction need for +;M
.e8tboo=s Consu%er Be3a/ior > Hoyer4 Mac2nnis ?H 6 M@ Business 1esearc3 Met3ods > Ai=%und4 Billia%4 Consu%er Be3a/ior > -c3iff%an 6 9anu= ?- 6 9@
1eference Boo=s Consu%er Be3a/ior > -olo%en Mar=etin( researc3 > C.9.Mal3otra Mar=etin( 1esearc3 > 1. Car(und=ar
Peda(o(y ( ariety of pedagogical tools such as class lectures# case discussions and presentations# exercisesB article re iew and pro/ect work will be used' +lass participation is a must' .or e ery topic# case studies would be discussed' The cases will be distributed in ad ance before the discussionFpresentation' The cases will be selected by the instructor# and announcements regarding discussionsFpresentations shall be made in the respecti e sections' Learners are expected to come well-prepared to the class AFTER reading the prescribed texts. 5ssess%ent 7/aluation 2nstru%ents Case *resentations Class *artici*ation Bei(3ta( e !0D !#D )ate 6 ti%e 1e%ar=s4 if any
FMCGs4 as sur*rise !0D tests Mid-.er% 78a% $0D Hrou* assi(n%ent0 !0D *ro&ect 7nd > .er% e8a%s 3#D
Bill be s*ecified ! :ee= in ad/ance 5s *er lesson *lan 7li(ibility class attendance E 0D Based on course co/ered to date 5s *er lesson *lan -ub%ission before ter% end
Application based questions
FMarks for Class participation will be awarded only to those students who have a minimum of 80% class
attendance.
Hradin( Policy (t the end of the course# learner will be awarded a letter grade based on collation of marks obtained in different components as outlined in assessment scheme as per the )ni ersity polices communicatedFto be communicated from time to time Ma=e u* Policy 1tudents who are likely to miss a component of e aluation for a genuine reason may be gi en a make"up of that component by the +ourse"in"charge' The students are re%uired to approach the +ourse "in"charge for the same well before the conduct of the e aluation component' It is the responsibility of the student to approach the +ourse"in"charge' <owe er# if a student misses a component of e aluation due to certain reasons happening on the day of e aluation# he should immediately inform the +ourse "in"charge and meet him at the earliest for the grant of make"up' The +ourse"in"charge may grant make"up at his discretion to the students who could not attend the component of e aluation on H7C;2C7 175-,C and conduct the make"up within 1A days of the scheduled date' The decision of the +ourse"in"charge in this matter shall be final'