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Consumer Behaviour
Anandakuttan B Unnithan
Session 1
Teenage psychology
They were already living in a world with rules
on what to do and what not to do.
We had to allow them to come to their own
conclusions about practicing safe sex.
You can't talk at teens; you have to talk to
them.
They are rebellious
The Insight
Teenagers fear embarrassment.
What embarrasses teens might have changed over the years,
but the emotion still exists. Teenage years are spent
worrying or being embarrassed about the smallest of things
parents talking to your friends, falling in front of a boy you
like, putting on a few kilos, going insane waiting for a call
from that special boy, or not having the 'in' thing to wear.
Consumer Insights
Managers need actionable consumer insights
in marketing
These could be untested assumptions about
consumers
Consumer Insights are generalizations
Observations
Experience
Formal Learning
Organization's Knowledge base etc
Practitioner theories
Course Objectives
To provide conceptual and analytical framework to
understand and analyze consumer behaviour so
that one can use these insights to develop and
implement marketing strategies
To sensitize you on consumption as a pervasive
phenomenon that has a lot of personal relevance.
We will attempt to explore the symbiotic relationship
between individual, society and marketing.
To help develop fresh perspectives and approaches
to understand and appreciate the challenges
involved in marketing.
Course Evaluation
Class participation /Exercises : 35%
Individual Project/term paper : 30%
End Term Examination
: 35%
Class participation will be based on active
involvement in class, and evidence of
preparation.
It is not the quantum of participation, but the
quality of insights that will fetch you points.
Product Role
Experimental
Psychology
Clinical Psychology
Psychological adjustment
Microeconomics/Human
Ecology
Social Psychology
Sociology
Macroeconomics
Semiotics/Literary
Criticism
Demography
History
Cultural Anthropology
Consumer behavior
involves many different
disciplines
MACRO CONSUMER
BEHAVIOR
(SOCIAL FOCUS)
Experimental Psych
Clinical Psychology
Develop Psychology
Human Ecology
Microeconomics
Social Psychology
Sociology
Macroeconomics
Semiotics/Literary Criticism
Demography
History
Cultural Anthropology
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