Meaning & Definition of CB, Difference between consumer & Customer, Development of the MarketingConcept-The Marketing concept, Implementing the Marketing Concept, Segmentation, Targeting, Positioning,The Marketing Mix, Nature & Characteristics of Indian Consumers, Consumer Movement and ConsumerRights, Marketing Ethics and Social Responsibility, Social and Societal Marketing Concepts, ConsumerMovement in India, Rights of the Consumer, Responsibilities of consumers in India, Benefits of consumerism
Role of Research in understanding consumer behaviour:Consumer Research: Consumer Research Paradigms (Qualitative & Quantitative Research Methods,Combining Qualitative and Quantitative Research Findings)The consumer research process - Developing research objectives, collecting secondary data, designingprimary research, data analysis and reporting research findings. Input-Process-Output Model of ConsumerBehaviour - Internal Influences: Motivation, Personality, Perception, Learning, Attitude, Communications,External Influences - Social Class, Culture, Reference Groups, FamilyLevels of Consumer Decision Making - Complex Decision Making or Extensive Problem Solving Model, LowInvolvement Decision Making or Limited Problem Solving Model, Routinised Response Behaviour, Four viewsof consumer decision making (economic, passive, cognitive, emotional)Situational Influences- The Nature of Situational Influence (The communication Situation, The PurchaseSituation, The usage situation, The disposition situation) Situational Characteristics and consumption behaviour(Physical features, Social Surroundings, Temporal Perspectives, Task Definition, Antecedent States)
A) Motivation:Basics of Motivation, Needs, Goals, Positive & Negative Motivation, Rational Vs Emotional motives,Motivation Process, Arousal of motives, Selection of goals, Motivation Theories and Marketing Strategy -Maslow’s Hierarchy of Needs, Critical evaluation of marketing hierarchy and marketing applications,McGuire’s Psychological Motives (Cognitive Preservation Motives, Cognitive Growth Motives, AffectivePreservation Motives, Affective Growth Motives), Discovering Purchase Motives, Marketing Strategies Based on Multiple Motives, Marketing Strategies Based on Motivational ConflictFrustration & Strategies to overcome frustration (5 Hours)B) Personality:Basics of Personality, Theories of Personality and Marketing Strategy(Freudian Theory, Neo-Freudian Theory,Trait Theory), Applications of Personality concepts in Marketing, Personality and understanding consumer diversity (Consumer Innovativeness and related personality traits, Cognitive personality factors, Consumer Materialism, Consumer Ethnocentrisms), Brand Personality (Brand Personification, Gender, Geography, Color),Self and Self-Image (One or Multiple selves, The extended self, Altering the self) (3 Hours)C) Perception:Basics of Perception & Marketing implications, Elements of Perception(Sensation, Absolute Threshold, Differential Threshold, Subliminal Perception), Dynamics of Perception (Perceptual Selection, Perceptual Interpretation, Perceptual Organization), Consumer Imagery, Product positioning and repositioning, Positioning of services, perceived price, perceived quality, price/quality relationship, retail store image, manufacturer’s image, Perceived Risk, Types of risk, How consumers’ handle risk (4 Hours)
A) Learning:Elements of Consumer Learning, Motivation, Cues, Response, Reinforcement, Marketing Applications of Behavioural Learning Theories, Classical Conditioning(Pavlovian Model, Neo-Pavlovian Model), Strategic Marketing Applications of Classical Conditioning), Instrumental Conditioning, Strategic Marketing Applications of Instrumental Conditioning, Modelling or Observational Learning, Marketing Applications of Cognitive Learning Theory, Information Processing (How Consumers store, retain and retrieve information, Sensory Store, Short-Term Store, Long-Term Store, Rehearsal and Encoding, Retention, Retrieval, Limited and Extensive Information Processing), Involvement Theory (Media Strategy, Central & Peripheral Route to Persuasion, Elaboration Likelihood Model, Measures of Involvement), Measures of Consumer Learning (Recognition and Recall Measures) (5 Hours) B) Attitude: Basics of attitude, The nature of attitude, Models of attitude and Marketing Implication, (Tri-component Modelof attitude, Multiattribute attitude models, Theory of trying to consume, Attitude towards the ad model),Attitude change strategies, Attitude change based on the tri-component model(Changing the CognitiveComponent, Changing the Affective Component, Changing the Behavioural Component), Other attitude changestrategies (Changing the basic motivational function, Associating the product with a specific group, event, orcause, Resolving two conflicting attitudes, Altering components of the multi-attribute model, Changing beliefsabout competitors brands, The Elaboration Likelihood Model) (4 Hours)C) Persuasive Communication:Communications strategy, Target Audience, Media Strategy, Message strategies, Message structure andpresentation (1 Hour)
A) Social Class:Social Class Basics, What is Social Class?(Social class & Social status, The dynamics of status consumption,Features of Social Class, Five Social-Class Categories in India, The measurement of social class (Subjective Measures, Reputations Measures, Objective Measures), Social Class Mobility, Geo-demographic Clustering, Social Stratification, Social class role and status differentiation and evaluation, Factors responsible for social stratification (3 Hours)B) Culture and Subculture - Major Focus on Indian PerspectiveCulture: Basics, Meaning, Characteristics, Factors affecting culture, Role of customs, values and beliefs in Consumer Behaviour, The measurement of culture, Content analysis, Consumer fieldwork, Value measurement survey instruments,Subculture: Meaning, Subculture division and consumption pattern in India, Types of subcultures (Nationality subcultures, Religious subcultures, geographic and regional subcultures, racial subcultures, age subcultures, sex as a subculture)Cross-cultural consumer analysis: Similarities and differences among people, the growing global middle class; Acculturation is a needed marketing viewpoint, applying research techniquesCross-cultural marketing strategy: Cross-cultural marketing problems in India, Strategies to overcome cross- cultural problems (4 Hours)
External Influences on Consumer Behaviour: Family, Reference Groups,Groups: Meaning and Nature of Groups, TypesFamily: The changing structure of family, Family decision making and consumption related roles, Key family consumption roles, Dynamics of husband-wife decision making, The expanding role of children in family decision making, The family life cycle & marketing strategy, Traditional family life cycle & marketing implications, Modified / non-traditional family life cycle & marketing implicationsReference Groups: Understanding the power & benefits of reference groups, A broadened perspective onreference groups, Factors that affect reference group influence, Types of reference groups, Friendship groups, Shopping groups, Work groups, Virtual groups, Consumer-action groups, Reference group appeals, Celebrities, the expert, the common man, the executive and employee spokesperson, Trade or spokes-characters, Other reference group appeals
Consumer Influence and Diffusion of Innovations:Opinion Leadership: Dynamics of opinion leadership process, Motivation behind opinion leaders, The needsof opinion leaders and opinion receivers, Purchase Pals, Surrogate buyers vs. opinion leaders, Measurement ofopinion leadership, Frequency and overlap of opinion leaderships, Market Mavens, Opinion Leadership &Marketing Strategy, Creation of Opinion LeadersDiffusion of Innovations: Diffusion Process (Innovation, Communication channels, Social System, Time)Adoption Process: Stages, categories of adoptersPost Purchase Processes: Post Purchase Processes, Customer Satisfaction, and customer commitment: Postpurchase dissonance, Product use and non use, Disposition, Product disposition and marketing strategy,Purchase evaluation and customer satisfaction, The evaluation process, Dissatisfaction responses, Marketingstrategies and dissatisfied customers, Customer satisfaction, repeat purchases and customer commitment, Repeatpurchasers, committed customers and profits, Repeat purchasers, committed customers and marketing strategy
CRM & Online Decision Making (3 Hours)A) Customer Relationship ManagementMeaning & Significance of CRM, Types of CRM (Operational, Collaborative, Analytical), Strategies forbuilding relationship marketing, CRM Vs Customer retention, CRM Process-Benefits, CRM process formarketing organisations, brand switching behaviour,e-CRM, Meaning, Importance of e-CRM, Difference Between CRM & e-CRMB) On-line Decision Making: Meaning & StepsCase studies in Indian context only (5 Hours)