Download MM_301_CB

Dept. of MBA
Course Outline
Semester – III
Subject Code:14MBAMM301
Subject Title: Consumer Behaviour
Faculty Name: Dr. RISHIKESH PADMANABHAN
No of Hours / Week: 5
Total no of Lectures: 56
IA Marks: 50
Exam Hours: 3 Hours
Exam Marks: 100
Table -1: Session Plan
Mod
No
Session
No.
1
1
2
Contents
Introduction to the study
of Consumer Behaviour:
Meaning & Definition of
CB, Difference between
Consumer & Customer
Nature & Characteristics of
Indian Consumers,
Pedagogical
Tools
Lecture/PPT
Lecture/PPT
Presentation
Assignments /
Additional Work
Summary of class
learning
Summary of class
learning
Student Learning
Evaluation
Technique
Cumulative
Coverage
(%)
8%
Class Participation
Class Participation
Mod
No
Session
No.
3
4
5
2
6
7
Contents
Consumer Movement in
India, Rights of the
Consumer
Responsibilities of
consumers in India,
Benefits of consumerism
LAB 1
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,
designing primary research,
data analysis and reporting
research findings.
Pedagogical
Tools
Lecture/PPT
Lecture/PPT
Case
Discussion
Presentation
Assignments /
Additional Work
Student Learning
Evaluation
Technique
Summary of class
learning
Class Participation
Summary of class
learning
Lab Record
Class Participation
Exercise
Completion
Lecture/PPT
Summary of class
learning
Class Participation
Lecture/PPT/
Case Study 1
Summary of class
learning
Class Participation
Cumulative
Coverage
(%)
19%
Mod
No
Session
No.
9
Contents
Input-Process-Output Model
of Consumer Behaviour Internal Influences:
Motivation, Personality,
Perception, Learning,
Attitude, Communications,
External Influences - Social
Class, Culture, Reference
Groups, Family
Levels of Consumer
Decision Making - Complex
Decision Making or
Extensive Problem Solving
Model, Low Involvement
Decision Making or Limited
Problem Solving Model,
Routinized Response
Behaviour, Four views of
consumer decision making
(economic, passive,
cognitive, emotional)
10
LAB 2
8
Pedagogical
Tools
Lecture/PPT
Lecture/PPT
Case
Discussion
Presentation
Assignments /
Additional Work
Student Learning
Evaluation
Technique
Summary of class
learning
Class Participation
Summary of class
learning
Lab Record
Class Participation
Exercise
Completion
Cumulative
Coverage
(%)
Mod
No
Session
No.
11
12
Contents
Situational Influences-The
Nature of Situational
Influence (The
communication Situation,
The Purchase Situation, The
usage situation, The
disposition situation)
Situational Characteristics
and consumption behaviour
(Physical features, Social
Surroundings, Temporal
Perspectives, Task
Definition, Antecedent
States)
Pedagogical
Tools
Presentation
Assignments /
Additional Work
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)
Summary of class
learning
Lecture/PPT
Class Participation
Summary of class
learning
Lecture/PPT
Class Participation
3
13
14
Individual Influences on
Consumer Behaviour:
A)Motivation: Basics of
Motivation, Needs, Goals,
Positive & Negative
Motive,
Rational Vs Emotional
motives, Motivation
Process, Arousal of motives,
Selection of goals, Motive.
Theories and Mrkg.
Strategy - Maslow’s
Hierarchy of Needs,
Summary of class
learning
Lecture/PPT
Class Participation
Lecture/PPT
Presentation
1
Summary of class
learning
33%
Mod
No
Session
No.
15
16
17
Contents
Critical evaln. of marketing
hierarchy and marketing
applications.
LAB 3
McGuire’s Psychological
Motives (Cognitive
Preservation Motives,
Cognitive Growth Motives,
Affective Preservation
Motives, Affective Growth
Motives),
B) Personality: Basics of
Personality, Theories of
Personality and Marketing
Strategy(Freudian, NeoFreudian & Trait Theories),
Applications of Personality
concepts in Marketing,
Pedagogical
Tools
Presentation
Assignments /
Additional Work
Case
Discussion
Lab Record
Lecture/PPT
Summary of class
learning
Student Learning
Evaluation
Technique
Exercise
Completion
Class Participation
Class Participation
Lecture/PPT
Summary of class
learning
Cumulative
Coverage
(%)
Mod
No
Session
No.
18
19
20
Contents
Personality and
understanding consumer
diversity(Consumer
Innovativeness and related
personality traits,
Cognitive personality
factors, Consumer
Materialism,
Ethnocentrisms),
Brand Personality (Brand
Personification, Gender,
Geography, Color), Self and
Self-Image (One or Multiple
selves, The extended self,
Altering the self)
LAB 4
Pedagogical
Tools
Lecture/PPT
Presentation
Assignments /
Additional Work
Student Learning
Evaluation
Technique
Class Participation
Summary of class
learning
Class Participation
Lecture/PPT
Case
Discussion
Summary of class
learning
Lab Record
Exercise
Completion
Cumulative
Coverage
(%)
Mod
No
Session
No.
21
22
Contents
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
Pedagogical
Tools
Presentation
Assignments /
Additional Work
Student Learning
Evaluation
Technique
Class Participation
Summary of class
learning
Lecture/PPT
Class Participation
Lecture/PPT
Presentation
2
Summary of class
learning
Cumulative
Coverage
(%)
Mod
No
Session
No.
23
24
4
25
Contents
CRM
Customer Relationship
Management Meaning &
Significance of CRM,
Types of CRM
(Operational,
Collaborative, Analytical),
Strategies for building
relationship marketing,
e-CRM, Meaning,
Importance of e-CRM,
Difference Between CRM
& e-CRM
Individual Influences on
Consumer Behavior: A)
Learning Elements of
Consumer Learning,
Motivation, Cues,
Response, Reinforcement,
Marketing Applications of
Behavioral Learning
Theories
Pedagogical
Tools
Presentation
Assignments /
Additional Work
Student Learning
Evaluation
Technique
Cumulative
Coverage
(%)
Lecture/PPT
Lecture/PPT
Class Participation
46%
Lecture/PPT/
Case Study 2
Summary of class
learning
Mod
No
Session
No.
26
27
28
29
30
31
32
Contents
Classical
Conditioning(Pavlovian
Model, Neo-Pavlovian
Model), Strategic
Marketing Applications
of Classical
Conditioning), Instrumental
Conditioning, Elaboration
Likelihood Model
LAB 5
B)Attitude: Basics of
attitude, The nature of
attitude,
Models of attitude and
Marketing Implication, (Tricomponent Model,
Multiattribute models)
C)Persuasive
Communication
Communications strategy,
Target Audience,
Media Strategy, Message
strategies, Message
structure and presentation
LAB 6
Pedagogical
Tools
Presentation
Lecture/PPT
Case
Discussion
Assignments /
Additional Work
Student Learning
Evaluation
Technique
Class Participation
Lab Record
Exercise
Completion
Class Participation
Lecture/PPT
Class Participation
Summary of class
learning
Lecture/PPT
Class Participation
Summary of class
learning
Lecture/PPT
Class Participation
Lecture/PPT
Case
discussion
Summary of class
learning
Presentation
3
Lab Record
Exercise
Completion
Cumulative
Coverage
(%)
Mod
No
Session
No.
33
5
34
Contents
External Influences on
Consumer Behavior: 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
Pedagogical
Tools
Lecture/PPT/
Case Study 3
Presentation
Assignments /
Additional Work
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)
Summary of class
learning
Assignment #2
Class Participation
60%
Lecture/PPT
Summary of class
learning
Mod
No
Session
No.
36
Contents
B) Culture and Subculture Major Focus on Indian
Perspective
Culture: 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
37
LAB 7
35
Pedagogical
Tools
Presentation
Assignments /
Additional Work
Student Learning
Evaluation
Technique
Class Participation
Lecture/PPT
Class Participation
Lecture/PPT
Case
discussion
Presentation
3
Summary of class
learning
Lab Record
Exercise
Completion
Cumulative
Coverage
(%)
Mod
No
Session
No.
40
(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
techniques
Cross-cultural marketing
strategy: Cross-cultural
marketing problems in
India, Strategies to
overcome cross-cultural
problems
41
External Influences on
Consumer Behaviour:
38
39
6
Contents
Pedagogical
Tools
Presentation
Assignments /
Additional Work
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)
Summary of class
learning
Lecture/PPT
Class Participation
Class Participation
Presentation
5
Class Participation
75%
Mod
No
Session
No.
42
43
44
45
46
Contents
Groups: Meaning and
Nature of Groups,
LAB 8
Family: 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,
Reference Groups:
Understanding the power
& benefits of reference
groups, A broadened
perspective on reference
groups, Factors that affect
reference group influence,
Types of reference groups,
Friendship groups,
Shopping groups, Work
groups,
Pedagogical
Tools
Case
discussion
Presentation
Assignments /
Additional Work
Lab Record
Student Learning
Evaluation
Technique
Exercise
Completion
Class Participation
Lecture/PPT
Class Participation
Lecture/PPT
Summary of class
learning
Class Participation
Lecture/PPT
Class Participation
Lecture/PPT
Cumulative
Coverage
(%)
Mod
No
Session
No.
Contents
Pedagogical
Tools
Presentation
Assignments /
Additional Work
Student Learning
Evaluation
Technique
Cumulative
Coverage
(%)
Virtual groups, Consumeraction groups, Reference
group Appeals, Celebrities
47
48
49
LAB 9
Consumer Influence and
Diffusion of Innovations:
Opinion Leadership:
Dynamics of opinion
leadership process,
Case
discussion
Class Participation
Lecture/PPT
50
51
Diffusion of Innovations:
Diffusion Process
(Innovation,
Communication channels,
Social System, Time)
52
53
LAB 10
Adoption Process: Stages,
categories of adopters
Exercise
Completion
Class Participation
Lecture/PPT
Opinion Leadership &
Marketing Strategy,
Lecture/PPT/
Creation of Opinion Leaders Case Study 6
7
Lab Record
Presentation
6
Summary of class
learning
Class Participation
Class Participation
Lecture/PPT
Case
discussion
Lecture/PPT
Presentation
7
Summary of class
learning
Lab Record
Exercise
Completion
Class Participation
90%
Mod
No
Session
No.
54
Contents
Post Purchase Processes:
Post Purchase Processes,
Customer Satisfaction, and
customer commitment: Post
purchase dissonance,
Product use and non use,
Disposition, Product
disposition
55
Revision
56
Revision
Pedagogical
Tools
Lecture/PPT
Lecture/PPT
Lecture/PPT
Presentation
Assignments /
Additional Work
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)
Summary of class
learning
Class Participation
Class Participation
100%
Evaluation Techniques
Case Based Discussions will be carried out and evaluated in the following manner
Cases are already announced in the session plan. Table-4 shows where the case is available and students are expected to have copies
and prepare themselves before coming to the discussion. Groups will be formed and each group presents at least one case in the class.
All groups are expected to come prepared for the case presentation and a group will be randomly chosen to present the case by the
faculty member. The group would present the case and the rest of the class would then start discussing the case. The time awarded for
the presentation and discussion would depend on the time allotted for the case discussion in the class.
The Case Presentation would be evaluated on the following parameters. This is relevant only to the group presenting the case. Each
parameter rated on a scale of 1 to 5. All the members of the group are expected to be present for making the presentation. If a group is
not full or if all members in the group are not present, then that group loses the chance of making a presentation.
1.
2.
3.
4.
Identification of issue(s) in the case
Relevance of alternatives used to resolve the issue
Presentation Skill of the Group
Ability to handle questions and issues raised by the class
The Class Participation would be evaluated on the following parameters. This is relevant only to the rest of the class which has not
presented the case. Each parameter rated on a scale of 1 to 5
1.
2.
3.
4.
Ability shown in evaluation of issues and alternatives raised by the group making the presentation
Communication Skill in discussion
Discipline and Self-Control exhibited while participating in a discussion
Relevance of issues and discussions raised to the subject matter
Table – 2: Presentation Topics
The students are expected to study the “Decision Making Process” for the following products. The same must be presented in
the class as indicated in Table – 1. The presentation must contain a clear account of (a) The Decision Making style (b)
Information sought for making decisions and the sources of information (c) The key decision variables (d) The key
influencer(s) in the decision making process. Then, based on this information, a NEW PRODUCT MARKETING
CAMPAIGN has to be designed and presented.
A survey involving 50 respondents has to be conducted for this purpose. The student has to use his/her knowledge of Research
Methods for carrying out the survey.
Mod
No
Sl.
No.
1
2
3
4
5
6
7
8
9
10
Presentation Topic
Television
Coffee/Tea Powder
Higher Educational Services
Financial Services
Newspaper
Cosmetic Items (Women / Men)
Laptop computers
Shoes
Shaving Cream
Car
Mod
No
Sl.
No.
11
12
13
14
15
16
17
18
19
20
Presentation Topic
Tooth Paste
Mobile Phone
Formal Dress (office wear)
Home Furniture
Office Stationery
Music System
Internet Service Provider
Direct To Home Services
Research Services
Kitchenware
Table – 3: Assignments & Additional Work
Mod No
Sl. No.
6
1
6
2
6
3
3
4
4
5
5
6
5
7
2
8
2
9
7
10
Assignment Topics
Interview two students from two different foreign cultures. Report their perceptions of the major
differences in cultural values between their culture and yours.
Interview a sales person who has been selling any of the following products since the past ten years. Report
what changes he has observed in the purchasing role of women over time. (a) Cars (b) Home Furniture (c)
Insurance Policies (d) Fertilizers
Examine a variety of magazines / newspapers and clip or copy an advertisement that positions a product as
appropriate for different social classes. Explain how each ad appeals to that class.
Find and copy advertisements that specifically use stimulus factors to attract attention. Describe the
stimulus factor. Evaluate the effectiveness of the stimulus factor used.
Pick a consumer convenience product, perhaps a personal care product such as a deodorant or mouthwash,
and create an advertising copy stressing (a) positive reinforcement (b) negative reinforcement and (c)
punishment
Select a product, store or service of relevance to students on this campus. Using a sample of student’s
measure its brand image. Develop a marketing strategy to improve its image
Visit two retail stores selling the same type of merchandise and prepare a report on their use of P-O-P
displays. Explain any differences.
Interview a child 2 to 4 years of age, one between 5 and 7, and one between 8 and 10. Determine their
understanding of selling intent and techniques of television commercials. Report your findings
Find and copy two advertisements that appeal to each level of Maslow's hierarchy. Explain why the ads
appeal to the particular levels, and speculate on why the firm decided to appeal to these levels.
Visit three pizza restaurants. Describe how the service-scape differs across the restaurants. Why do you
think these differences exist?
Table – 4: Case Study Topics
Mod
Sl.
No
No
Reference
Book
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
Case Title
Page No
Consumer Behavior: Building Marketing Strategy, Hawkins, Best, Coney & Mookerjee, Tata McGraw Hill
Publications
Levi's Blues
495 - 496
Marketing the California Avocado
496 - 500
Dairy Queen Sells Irradiated Burgers
500 - 502
Kraft's Umbrella Campaign
502 - 503
Revlon for Men
504 - 506
Made in Mexico
507 - 508
Thirsty Dog! And Thirsty Cat!
508 - 509
Hardiplank's Pull Strategy
510 - 512
National Campaign to prevent teenage pregnancy
512 - 515
Bayer Ibuprofen
515 - 516
General Motors Electric Vehicle - EV1
727 - 728
Vespa Boutiques
731 - 732
Encouraging the early detection of Diseases
741 - 742
Ranbir Singh and His Family: Buying Insurance (Part - A)
304 - 306
Ranbir Singh and His Family: Buying Insurance (Part - B)
307 - 308
The Mosquito Magnet
301 - 302
Wal-Mart enters China
296 - 297
Tony the tiger goes global
294 - 295
Table – 5: References & Additional Readings
Mod No
All
All
Sl.
No.
1
2
5,6
All
3
4
All
5
All
6
Particulars
“Consumer Behavior”, 8th Edition, Schiffman & Kanuk, Prentice Hall of India, 2004
“Consumer Behavior: Building Marketing Strategy”, 9th Edition, Hawkins, Best, Coney &
Mookerjee, Tata McGraw Hill Publications, 2007
“We are Like That Only”, Rama Bijapurkar
“Consumer Behavior: Buying, Having and Being, 8th Edition, Michael R. Solomon, Prentice
Hall of India, 2009
“Consumer Behavior and Marketing Action”, 6th Edition, Henry Assael, Thomson Learning,
South-Western College Publishing, 1998
“Consumer Behavior”, 2008 Edition, Hoyer, MacInnis, Dasgupta, Biztantra, 2008
Table – 6: (IA Pattern)
Test Marks
60%


Presentations
20%
Assignments
20%
For Internal Evaluation T1 marks and the best out of remaining two will be considered.
1st Test is mandatory.
Question Bank:Questions from Old Question Papers
3 Marks Questions
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
What do you understand by the term “Consumer Movement”? (July, 2007)
Why is the study of consumer behavior important (July, 2007; Dec, 2007; July, 2009)
What do you understand by “Post Purchase Evaluation”? (July, 2007)
Comment on Viral Marketing. (July, 2007)
Explain the concept of CRM. (July, 2007)
What do you understand by “Brand Personification” (July, 2007)
Compare consumer research and marketing research. (Dec, 2007)
What is the difference between Goals and Needs? (Dec, 2007)
Explain the concept of brand personality. (Dec, 2007)
What is sleeper effect? (Dec, 2007)
What is the significance of CRM? (Dec, 2007)
Who is an opinion leader? Mention the typical profile of an Opinion Leader. (Dec, 2007)
Define Consumer Behavior.(July, 2008)
What do you mean by sub culture? Explain with examples. (July, 2008)
Define ethics. Give one example of an unethical practice used by marketers. (July, 2008)
What is e-CRM? (July, 2008; July, 2009)
Describe cross-cultural consumer-analysis. (July, 2008)
Describe acculturation and enculturation. (July, 2008)
Describe the term “Cognitive Dissonance”. (July, 2008; July, 2009)
What is frustration? Name any five defense mechanisms that people use to handle frustration. (July, 2009)
What are the components of communication? (July, 2009)
What is consumer imagery? (July, 2009)
What are the possible reasons for organizations losing their customers? (July, 2009)
What is societal marketing? Give example. (June, 2010)
What is social class mobility? (June, 2010)
26.
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
47.
48.
49.
50.
51.
What is the difference between positive and negative motivation? (June, 2010)
Who is an affluent consumer? (June, 2010)
Define cross-cultural consumer analysis. (June, 2010)
What is on-line decision making? (June, 2010)
Who is a surrogate buyer? (June, 2010)
Differentiate between a consumer and a customer. (Jan, 2010)
List out the steps in consumer research process. (Jan, 2010)
Explain the term Consumer ethnocentrism. (Jan, 2010)
List out the elements of the learning process. (Jan, 2010)
List out the factors responsible for social stratification. (Jan, 2010)
What are consumer action groups? (Jan, 2010)
What is brand switching behavior? (Jan, 2010)
Define the marketing concept. (Dec, 2010)
What are reference groups? (Dec, 2010)
List the three research approaches that are frequently used, to examine the culture and also to spot cultural trends. (Dec, 2010)
What is opinion leadership? (Dec, 2010)
What is e-CRM? (Dec, 2010)
Define attitude, in a consumer behavior context. (Dec, 2010)
Define brand personality. Give an example. (Dec, 2010)
Define consumer behavior. Which are the disciplines from which CB has borrowed? (June, 2011)
Discuss the benefits of consumerism. (June, 2011)
Define learning. (June, 2011)
Define decision. (June, 2011)
Define attitude and its nature. (June, 2011)
Write the difficulties in cross cultural marketing. (June, 2011)
What is the significance of CRM? (June, 2011)
7 Marks Questions
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
Explain briefly the various tools to conduct motivational research. (July, 2007)
Explain the strategies to reduce cognitive dissonance. (July, 2007)
What is perceived risk? Explain different types of risk consumers undertake while purchasing a product. (July, 2007; Dec,
2007; July, 2009)
Explain the concept of JND and mention its applications to marketers. (Dec, 2007)
Comment on the various advertising appeals effective in persuading the target audience. (Dec, 2007)
Discuss the various key consumption roles in the family decision making process. (Dec, 2007)
Briefly discuss social class categories in India. (Dec, 2007)
Explain dynamics of opinion leadership. (July, 2007)
Explain the adoption process (July, 2007)
Explain online buying behavior. (July, 2007)
Critically evaluate Maslow’s Hierarchy of Needs Model. (July, 2007)
Bring out the differences between the marketing concept and value and retention focused marketing. (Dec, 2007)
Discuss the various data collection techniques used in Qualitative Consumer Research.
Explain why we study consumer behavior. Write the applications of consumer behavior. (July 2008)
Define frustration. Describe the defense mechanisms by which individuals cope up with frustrations. (July, 2008; Jan, 2010;
June, 2011)
Define goal. Describe the goal hierarchy and goal selection factors. (July, 2008)
Define decision. Describe the three levels of consumer decision making process. (July, 2008)
What are reference groups? How and why they influence buying behavior. Give three examples of different reference groups.
(July, 2008)
Define communication. Describe the communication model along with the components of communication. (July, 2008)
What is perceived risk? Describe how people reduce perceived risk. (July, 2008; June, 2010; Jan, 2010)
Marketers often identify their target markets for various products using family life cycle as the base. Explain (July, 2009)
Discuss the emotional appeals often used by marketers. (July, 2009)
Describe the functional and technical requirements for customer relationship management in consumer marketing. (July 2009)
What is consumer decision making? Describe the various views on consumer decision making. (July, 2009)
How are needs and goals connected with motivation? Explain with a simple model of motivation. (July, 2009)
What is brand loyalty? Discuss the factors influencing brand loyalty. (July, 2009)
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
47.
48.
49.
50.
Explain the different levels of consumer decision making. (June, 2010)
Discuss the benefits of consumerism. (June, 2010)
Define social stratification. Explain the factors responsible for social stratification. (June, 2010)
Why does frustration occur? Explain any five defense mechanisms used to reduce it. (June, 2010)
Explain the various key consumption roles in the family decision making process. (June, 2010)
Analyze the stages of the consumer adoption process. (June, 2010)
How does segmentation, targeting and positioning help the marketers design marketing strategies? (Dec, 2010)
Define the term “motivation”. Explain the two types of needs. (Dec, 2010)
What is meant by communication? Explain the five components of a basic communication model. (Dec, 2010)
Define social class. Explain the three different approaches for measuring social class. (Dec, 2010)
Describe the dynamics of husband-wife decision making. (Dec, 2010)
What is meant by diffusion of innovations? Explain the four basic elements of the diffusion process. (Dec, 2010)
What is meant by consumer learning? Explain the four basic elements of learning theories. (Dec, 2010)
Explain “Maslow's Hierarchy of Needs” model in detail. (Jan, 2010)
Briefly discuss the social class categories in India. (Jan, 2010)
Describe how acculturation is important from a marketer’s point of view. (Jan, 2010)
Explain how children play an important role in family decision making with an example. (Jan, 2010)
Explain the strategies used by companies to maintain a long-term relationship with its customers. (Jan, 2010)
Explain the consumer decision making process. (June, 2011)
Explain the factors influencing consumer behavior. (June, 2011)
Explain the Freudian theory. (June, 2011)
Explain the characteristics of attitude. (June, 2011)
Discuss the cross cultural problems in global market. (June, 2011)
Explain the roles of family members in decision making process. (June, 2011)
10 Marks Questions
1.
Why frustration occurs? Describe several mechanisms to reduce frustration. (July, 2007)
2.
Explain with diagram “Howard Seth Model” of buying behavior. What is another name of “Howard Seth Model”? (July, 2007;
July, 2008; Jan, 2010)
3.
Explain the various ways in which consumers dispose products after useful life. (July, 2007)
4.
Discuss the various stages in family life cycle and its impact on consumer behavior. (July, 2007)
5.
Describe the consumer decision making process with examples (July, 2007)
6.
Explain the consumer gifting behavior. (July, 2007)
7.
What is ethics in marketing? Give some examples of unethical practices in marketing. (July, 2007; Jan, 2010; June, 2011)
8.
Explain the consumer decision making process with suitable examples. (Dec, 2007)
9.
What is tri-component attitude model? Mention its application to the marketers. (Dec, 2007)
10.
Mention the applications of the classical conditioning theories that marketers can incorporate. (Dec, 2007)
11.
Bring out the various personality traits related to consumer innovativeness. (Dec, 2007)
12.
Discuss the factors that influence the credibility of formal and informal communication sources. (Dec, 2007)
13.
How relevant is the understanding of Cognitive Dissonance to Marketers, what are the ways by which Marketers can reduce
Dissonance? (Dec, 2007)
14.
Mention the various stages of the Innovation adoption process. How can marketers use this information to strategize? (Dec,
2007)
15.
Explain in detail the various strategies of changing consumer attitudes. (July, 2008)
16.
Explain the theory of classical conditioning. Write its applications in marketing. (July, 2008)
17.
Explain the factors influencing the buyer who is buying a particular brand of a refrigerator. (July, 2008)
18.
Define diffusion. Describe the basic elements of the diffusion process. What are the product characteristics that influence
diffusion? (July, 2008)
19.
Define family. Describe the functions of the family and describe the roles in the family decision making process. (July, 2008)
20.
Define CRM. Write the advantages and benefits of CRM. Describe the various segments of CRM. (July, 2008)
21.
What criteria do consumers and marketers apply in evaluating innovations? Briefly explain. (July, 2009)
22.
What is Maslow’s hierarchy of needs? How is the concept applied in Marketing? (July, 2009; June, 2011)
23.
Relate the diffusion process to various stages in the product life cycle. (July, 2009)
24.
Consumption and Lifestyle are inseparable. Discuss. (July, 2009)
25.
Marketing mix elements are essential tools in the FMCG marketing. Elaborate. (July, 2009)
26.
Describe the dynamic role that opinion leaders play in personal influence in consumer decision process. (July, 2009)
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
47.
48.
49.
50.
51.
Consumer movement in India is slowly gathering momentum. Do you agree or disagree. Discuss. (July, 2009)
Describe the various strategies used for building customer relationship. (June, 2010)
Explain the motivation behind opinion leadership. (June, 2010)
Bring out the various personality traits related to consumer innovativeness. (June, 2010)
Mention the strategic marketing applications of classical conditioning theory. (June, 2010)
Describe the strategies involved in designing persuasive communication. (June, 2010)
Explain the factors involved in attitude formation. (June, 2010)
What are reference groups? Define different types of reference groups. (June, 2010)
Explain three levels of consumer decision making. (Dec, 2010)
Discuss the various problems in cross-cultural marketing and also the strategies to overcome it in India. (Dec, 2010)
Define perceived risk. Explain the major types of risks, that consumers perceive and strategies for reducing it, while making a
purchase decision. (Dec, 2010)
What are the possible outcomes of post purchase evaluations? How does the feedback help the marketer improve customer
satisfaction? (Dec, 2010)
Explain the structural models of attitude, with examples. (Dec, 2010)
Explain the ways, in which, Freudian theory is different from the trait theory. (Dec, 2010)
Explain with examples, how celebrity and other reference group appeals, are effectively used by advertisers, to communicate
with their markets. (Dec, 2010)
Explain in detail the four views of consumer decision making. (Jan, 2010)
Explain the multi-attribute attitude model with an example. (Jan, 2010)
What are reference groups? Explain the different types of reference groups with examples. (Jan, 2010)
Explain the various ways consumers use to dispose the product after useful life. (Jan, 2010)
Explain how persuasive communication is important to reach the target audience with an example. (Jan, 2010)
What are consumer rights? Explain the Indian context. (June, 2011)
Discuss consumer research process. (June, 2011)
Discuss the concept of situational influences, in detail. (June, 2011)
Explain the need for the study of cross cultural differences and also explain the strategies to overcome cross cultural marketing
problems. (June, 2011)
What is diffusion of innovation? Explain the steps in extended decision making process. (June, 2011)
Other Questions
3 Marks Questions:
1.
2.
3.
4.
5.
6.
Mention the various projective techniques used in consumer research.
Explain the concept of Self-Image
Define Perception
What is Subliminal Perception, how are marketers exploiting this factor?
What is Family Branding?
What is Brand Equity?
7 Marks Questions:
1. Mention the emergence of Consumerism in India. What are the significant bills introduced as part of Consumer
Movement?
2. How can the study of consumer behavior assist the marketers in segmenting and positioning products
3. Compare qualitative consumer research with quantitative consumer research process.
4. Mention and briefly explain the criteria for effective targeting of Marketing Segments
5. How can marketers use Perception to change/shift the Imagery that consumers have towards a product or service?
6. How can marketers develop Brand Loyalty in Low Involvement Products / Services
7. How relevant is the understanding of Cognitive Dissonance to Marketers, what are the ways by which Marketers can
reduce dissonance?
8. Mention the characteristics of an Affluent Consumer (1.e., personality wise and purchase decision wise).
9. Compare and contrast between Gen X and Baby Boomer era?
10. Who are Opinion Leaders? Mention the typical profile of an Opinion Leader.
11. What are the various levels in Consumer Decision Making Process
12. Mention the various stages of the Innovation adoption process. How can marketers use this information to strategize
13. How can marketers use consumer behavior as a basis for segmentation?
10 Marks Questions:

Detail out the History in the field of Consumer Research














How can Life Style be a variable for Market Segmentation Process? Explain this through the SRI vals study conducted.
Mention the applications of Maslow’s Hierarchy of needs theory in the present day consumer context.
Explain the concept of JND and mention its applications to marketers.
What is Perceived Risk? What are the types of perceived risks and how can consumers handle perceived risks?
Bring out the Price – Quality relationship in terms of consumer perception. Bring out the common perceptions that
consumers have toward a Brand, Manufacturer and Store Image.
What is the Tricomponent Attitude model? Mention its applications to the marketers.
How can marketers change the attitudes of consumer towards Products and Services (i.e., from No / Negative Attitude to
Positive Attitude)?
Mention the various roles played by different family members in case of a Purchase Decision being made over the buying
of a Brand new Luxury apartment.
Compare and contrast between the Core values of a typical Indian consumer Vs an American consumer. How is this useful
to the marketers in the present Cosmopolitan cultures of Cities in India?
What are the four views of a typical Consumer Decision Making?
Explain a typical consumer decision process with the help of a model. Mention the various strategies that a marketer can
use at a various stages of the decision process.
Mention and briefly explain the characteristics of a typical Indian Consumer.
What are the changing needs of a present day Women Consumer in India? How can Marketers cater to such changes?
Mention and briefly explain the various techniques used in Quantitative and Qualitative research methods.