Group Assignment 2 Guidelines

Select a topic, ideally which is not in text book.

Collect articles on the topic. Prepare a writeup on the topic with detailed references at the end of the article.

Include one section on important takeaways from the assignment.

The content and articles should as recent as possible.

One group had presented their work in class. They are advised to update their submission.

Both soft copy and hard copy are to be submitted on "submissionscbft@gmail.com".


Best Wishes,

Dr. Jayesh P Aagja

Group Assignment Guidelines

Step 1: Search articles from financial newspaper, periodicals and related sources to understand the sector/industry. The outcome will be comprehending various segments of the sector/industry. You have to select one segment. You have to provide reasons for selecting one segment and not considering other segments. Also select a Brand and SKU to be focussed for further study with reasons for the same.

Step 2: Study beliefs about features considered critical for acceptance of the brand / SKU in the segment of the industry/ sector. Also study other beliefs related to the Brand and SKU, segment and industry / sector. You can employ qualitative research methods like laddering technique, observation and other related techniques in this step.

Why people buy the product/ brand / SKU?

Step 3: Conduct survey research correlating background of respondents with key reasons for purchase of the product / Brand / SKU in question.

This is a general guideline on the group assignment. Due credit will be given for creativity in bringing out the relevant issues related to the consumer behaviour for the product / Brand /SKU selected for the study.

Pre-Reads for Session Tomorrow

Dear Student,
I request you to read two articles provided in the links below:

https://www.theatlantic.com/technology/archive/2013/07/the-app-of-god/278006/

http://www.nytimes.com/2008/06/27/opinion/27aamodt.html

Regards,

Dr. Jayesh P Aagja

Additional Pre Read for Session 2

Read Article titled "Are You Ignoring the Trends That Could Shake Up Your Business?" HBR, July-August, 2010.

CB - Draft Course Outline

                                        PROGRAMME:  MBA [FT]

      Batch: 2018 – 2020   Term- IV

Course Code & Title	MM 603 Consumer Behaviour
Credit Hours	3.0
Faculty	Jayesh P Aagja
E-mail ID	jayeshaagja@nirmauni.ac.in
Blog	https://consumerbehaviourft.blogspot.com
Extension No.	630

******************************************************************************

        I.  Course Overview

Consumer Behavior adopts theories from various social sciences and applies these to the pre-purchase, purchase and consumption stage, and post-consumption stage of market offering (products/ services/experience). In this course, we deal with the internal and external factors which determine consumer decision making in response to the strategic and tactical inputs provided by the marketers.

     II.  Course Objectives

1.       Sensitize students about relevance of consumer behavior in designing marketing strategy

2.      To develop understanding on impact of  individual level factors influencing consumer decision making process

3.      To Develop understanding on impact of  group level factors influencing consumer decision making process

III.     Course Learning Outcomes (CLO)   

At the end of the course, the students would be able to:  

1.      Recognize the relevance of studying Consumer Behavior and its implications in developing marketing strategy

2.      Explain the dynamic nature of consumer psychology and ethics in developing marketing strategy 

3.      Explain the implications of the culture, cross-culture, social class, reference group influence on consumers buying decision making process

4.      Analyze the consumer decision making in various situations

IV.     Text Book

Schiffman Leon G., Wisenbilt, Joseph;  & Ramesh Kumar (2018) “Consumer Behaviour”, Twelveth Edn., Pearson., New Delhi

   V.     Assessment Components & Schedule

Components with No. of Assessments	Weightage of each Assessment	Schedule	Overall Weightage	Brief Description of the Assignment/ Project
Group Project	20 %	To be submitted in session 23	20	Buying behaviour for a product
Group Assignment	10 %	Continuous	10	Exercise, Library Assignment, & Presentation
Quiz	05 %	09th session and 18th session	10	Quiz
Class Test	20 %	After session 13	20	------
End-Term Exam	40 %	As per schedule	40	------

VI.     Session Plan

Session No.	Topic/Sub Topic	Session Details
1	Introduction to Consumer Behaviour	Text Book	Chapter 1 of Text Book
		Reading	The age of consumer capitalism, HBR, Jan-Feb, 2010
		Pedagogy	Lecture & Discussion
		CLO	1
		SLO	Students should be able to: a.   Relate consumer behavior with marketing strategy.
2	Consumer Motivation	Text Book	Chapter 3 of  Text Book  (pp 73-87)
		Pedagogy	Lecture & Discussion
		CLO	2
		SLO	Students should be able to: a.       Recognize the concept of  motivation  to develop marketing strategy b.        Apply the concept of  motivation  to develop marketing strategy
3	Discovering Consumers Product Knowledge & Motives	Reference Book	Chapter 4, Reference Book 4, Peter & Olson (pp. 64-94)
		Pedagogy	Lecture & Discussion
		CLO	2
		SLO	Students should be able to: a. Recognize the concept of product knowledge among consumers.
4	Consumer Personality	Text Book	Chapter 3 of Text Book (pp 88-108)
		Reading	Micro economics of customer relationships, MIT Sloan Management Review, Winter 2006
		Pedagogy	Lecture & Discussion
		CLO	2
		SLO	Students should be able to: a.       Recognize the concept of  personality  to develop marketing strategy b.       Apply the concept of  personality  to develop marketing strategy
5	Consumer Perception	Text Book	Chapter 4 of Text Book (pp113-164)
		Reading 1	Marketing Importance of the “Just Noticeable Difference” Business Horizons, Vol 19, Issue 4, 1976
		Reading 2	The Science of  Sensory Marketing, HBR, March, 2015
		Pedagogy	Lecture & Discussion
		CLO	2
		SLO	Students should be able to: Apply the concept of perception in developing marketing strategy.
6	Consumer Perception	Reading 1	Analyzing Consumer Perception
		Reading 2	Managing The Total Customer Experience, MIT Sloan Management Review, Spring, 2002
		Pedagogy	Lecture & Discussion
		CLO	2
		SLO	Students should be able to: a.       Apply the concept of perception in developing marketing strategy.
7	Consumer Learning	Text Book	Chapter 5 of  Text Book (pp. 169-205)
		Pedagogy	Lecture & Discussion
		CLO	2
		SLO	Students should be able to: a.       Recognize the concept of  consumer learning.
8	Consumer Learning- Habit and Brand Loyalty	Reading	Chapter  4 of Asseal
		Pedagogy	Case Discussion A Case For Brand Loyalty
		CLO	2
		SLO	Students should be able to: a.       Apply the concept of learning to development of habits and brand loyalty
9	Consumer Attitude Formation	Text Book	Chapter 6 of Text Book  (pp 209-230)
		Reading	Implicit predictors of consumer behaviour
		Pedagogy	Lecture & Discussion
		CLO	2
		SLO	Students should be able to: a.       Recognize the concept of  consumer attitude
10	Attitude Change	Text Book	Chapter 6 of Text Book  (pp 231-244)
		Pedagogy	Case Discussion Super Shampoo Products & the Indian Mass Market
		CLO	2
		SLO	Students should be able to: a.       Apply consumer attitude to developing  marketing strategy
11	Communication and Consumer Behaviour	Text Book	Chapter 7 of Text Book Chapter 8 of Text Book
		Reading	How to Market to Generation (M)obile, MIT Sloan Management Review, Summer, 2008
		Pedagogy	Presentation & Discussion
		CLO	3
		SLO	Students should be able to: a.       Recognize the linkage between communication process and consumer behavior.
12.	Group Influences on Consumer Behaviour	Text Book	Chapter 9 of Text Book (pp 313-342)
		Reading	What marketers misunderstand about online reviews, HBR, Jan-Feb, 2014
		Pedagogy	Lecture & Discussion
		CLO	3
		SLO	Students should be able to: a.       Recognize the group influences on consumer decision making process.
13	Group Influences on Consumer Behaviour	Reading	Getting Brand Communities Right, HBR, April, 2009
		Case	Building Brand Community on the Harley-Davidson Posse Ride
		Pedagogy	Case Discussion
		CLO	3
		SLO	Students should be able to: a.       Illustrate the group influences on consumer decision making process.
14	Family, Social Class  and Household Decision Making	Text Book	Chapter 10 of Text Book (pp 351-370)
		Pedagogy	Lecture & Case Discussion
		CLO	3
		SLO	Students should be able to: a.       Relate the influence of family and household decision making on consumer decision making process.
15	Class Test
16	Culture and consumer behaviour	Text Book	Chapter 11 of Text Book  (pp 373-412)
		Pedagogy	Lecture & Discussion
		CLO	3
		SLO	Students should be able to: b.      Recognize that consumers from different sub culture and having different values behave differently.
17	Cross Culture Variations in Consumer Behaviour	Text Book	Chapter 12 of Text Book (pp.415-443)
		Reading 1	Tailoring your strategy to fit the culture, IESE Insight, Issue 5
		Reading 2	Diaspora Marketing, HBR, October, 2013
		Pedagogy	Lecture & Discussion
		CLO	3
		SLO	Students should be able to: a.       Recognize differences in consumer behavior among different culture.
18	Consumer Influence and Diffusion of Innovation	Text Book	Chapter 13 of Text Book  (pp 383-390)
		Reading	Chapter 9 of  Text Book (pp 264-273)
		Pedagogy	Lecture & Discussion
		CLO	a.       3
		SLO	Students should be able to: a.       Recognize consumer influence on diffusion of innovation.
19	Consumer Influence and Diffusion of Innovation	Text Book	Chapter 9 of  Text Book (pp 264-273)
		Pedagogy	Case Discussion Sony AIBO
		CLO	3
		SLO	Students should be able to: a.       Apply the concept of group influences on diffusion of innovation.
20	Qualitative Research & Consumer Behaviour 1	Reading	-------------------------------
		Pedagogy	Lecture &  Discussion Guest Faculty
		CLO	3
		SLO	Students should be able to: a.       Recognize the concepts of qualitative research for understanding consumer behaviour.
21	Qualitative Research & Consumer Behaviour 2	Reading	-------------------------------
		Pedagogy	Lecture &  Discussion Guest Faculty
		CLO	3
		SLO	Students should be able to: a.       Relate to the concepts of qualitative research for understanding consumer behaviour.
22	Qualitative Research & Consumer Behaviour 3	Reading	-------------------------------
		Pedagogy	Lecture &  Discussion Guest Faculty
		CLO	3
		SLO	Students should be able to: a.       Relate to the concepts of qualitative research for understanding consumer behaviour.
23	Qualitative Research & Consumer Behaviour 4	Reading	-------------------------------
		Pedagogy	Lecture &  Discussion Guest Faculty
		CLO	3
		SLO	Students should be able to: a.       Relate to the concepts of qualitative research for understanding consumer behaviour.
24	Qualitative Research & Consumer Behaviour 5	Reading	-------------------------------
		Pedagogy	Lecture &  Discussion Guest Faculty
		CLO	3
		SLO	Students should be able to: a.       Relate to the concepts of qualitative research for understanding consumer behaviour.
25	Qualitative Research & Consumer Behaviour 6	Reading	-------------------------------
		Pedagogy	Lecture &  Discussion Guest Faculty
		CLO	3
		SLO	Students should be able to: a.       Relate to the concepts of qualitative research for understanding  consumer behaviour.
26	Complex Decision Making Process	Reading	Chapter 3 of Assael
		Pedagogy	Lecture & Discussion
		CLO	3
		SLO	Students should be able to: a.       Analyse complex decision making process
27	Hedonic consumption, Low-Involvement Decision and problem Recognition	Reading	Chapter 3 of Assael, Chapter 5 of Assael and Chapter 14 of Text Book
		Pedagogy	Lecture & Discussion
		CLO	4
		SLO	Students should be able to: a.       Analyse hedonic consumption experience,  low involvement decision making process and problem recognition process
28	Evaluation and Choice	Text Book	Chapter 16 of  Hawkins
		Reading	Eager Sellers, Stony Buyers, HBR, June 2006
		Pedagogy	Case Discussion Microsoft Windows: The launch of Windows 7
		CLO	4
		SLO	Students should be able to: a.       Analyse the evaluation and choice process
29	Market Strategy & Consumer Behaviour	Text Book	Chapter 2  of Text Book (pp.43- 71)
		Reading	Mind Your Pricing Cues, HBR, September, 2003
		Pedagogy	Case Discussion Neilsen: Market Research For Pantene
		CLO	1
		SLO	Students should be able to: a.       Apply consumer behavior concepts to developing marketing strategy
30	Marketing Ethics &  integrated Discussion	Text Book	----------
		Pedagogy	Lecture & Discussion
		CLO	1, 2, 3 & 4
		SLO	Students should be able to: a.       Apply marketing regulation to developing marketing strategy b.      Review the concepts discussed in previous sessions

VII.   References:  

1)     Krishna Rajneesh, (2014) “Consumer Behaviour” Oxford University Press

2)     Henry Assael, “Consumer Behavior and Marketing Action”, 6^th Indian reprint 2011, Cengage  Learning India Private Limited, New Delhi

3)      Hawkins, Del I;. Motherbaugh, David L; and Mookerjee, Amit (2014) “Consumer Behavior  building marketing strategy, 12^th edition, Tata McGraw Hill Publishing Company Limited,  New  Delhi

4)     Paul, Peter J. and Olson, Jerry C (2005) “Consumer Behaviour and Marketing Strategy”, 7^th Edn., Tata Mc-Graw Hill, Indian Adapted Edition, New Delhi

5)     Bijapurkar R (2007) “We are like that only: Understanding the logic of Consumer India”, Penguin Portfolio, India

6)     The Marketing Whitebook (Latest Available)-One step Guide For Marketers, Business world

Other Resources:

1)     Pitch – a monthly published by exchange4media, New Delhi

2)     USP Age – a monthly published by Brand Vision, Mumbai

3)      Impact – a weekly published by exchange4media, New Delhi