Download PES UNIVERSITY, Bangalore - Department of Management Studies

PES UNIVERSITY, Bangalore - 85
Bachelor of Business Administration
Course Plan
Subject: Consumer Psychology
Subject Code: UM14BB206
Faculty In-charge: Dr. Jessy Nair
No. of. Hours: 52
Semester: III SEM
No. of. Hours per week: 4
COURSE OBJECTIVES


Gain understanding of the psychological aspects of consumers that influences them
to products and/or services of organizations.
Apply the understanding of consumer insights to develop effective marketing mix.
COURSE OUTCOMES
The student will be able to:




Define the concepts in consumer psychology.
Explain psychological process of consumer decision making.
Analyze the influence of demographic factors in individual buying behavior.
Apply the basic models of consumer behavior in real marketing environment.
Lesson Plan
Coverage
Class
Session Topics
Pedagogy
No.
% Cum
UNIT-I Introduction to Consumer Behavior
Preliminaries- Information regarding the
1.
class and course requirements
1
1 Lecture
Introduction to consumer behavior
Opening Case – Consumer Behavior
Opening Case Study-The Great
2.
1
2
Specific reference to India
Indian Market
3.
Definition of Consumer Behavior
1
3 PPT and Lecture
Consumer Behavior - Specific reference to
4.
1
4 Short Case analysis
North America
5.
Interdisciplinary nature of CB
1
5 PPT and Lecture
6.
Scope, application and current trends
1
6 PPT and Lecture
Concept of consumerism, Consumerism in
7.
1
7 PPT and Lecture
India and its growth, Reasons for growth
Major features of consumer protection Act
1986, Consumer rights in India - Create
PPT and Lecture
8.
awareness among students to use helpline
1
8
Hands on exercise
and registration process to lodge a
complaint on webpage
Consumer rights in India - Summarize from
Group Presentation 9.
1
9
website (Consumerrights.org.in)
Consumerism
10. Review
1
10 Quiz
UNIT-II Consumer Decision Making Process
11. Problem recognition
1
11 Activity
12. Pre-purchase search
1
12 Activity
13. Purchasing process
1
13 PPT and Lecture
14. Post purchase behavior
1
14 Handout and Discussion
Consumer satisfaction and sources of
15.
1
15 PPT and Lecture
consumer dissatisfaction
16. Enhancing consumer satisfaction
1
16 PPT and Lecture
17. Models of consumer behavior
1
17 PPT and Lecture
18. Models of consumer behavior
1
18 PPT and Lecture
19. Models of consumer behavior
1
19 PPT and Lecture
Presentation on steps in Consumer buying
20.
1
20 Activity – In teams
Behavior (CBB)
Strategies adopted by organizations in CBB –
Group Presentation-What
21.
1
21
Indian context
women really want
22. Review of concepts
1
22 Quiz
ISA - 1
UNIT-III Individual and External Determinants of Consumer Behavior
23. Purchase and post purchase theories –
1
23 PPT and Lecture
24.
25.
26.
27.
28.
29.
30.
31.
Expectation theory
Purchase and post purchase theories Confirmation theory
Three stage model of consumer behavior
Family Influences: FLC stages
Family decision making
Dynamics of husband and wife decision
making, Role of children in decision
making
How companies are using Ethnography to
understand consumers
Group influence: Reference group
Types of reference groups, Nature of
reference group
1
24
PPT and Lecture
1
1
1
25
26
27
PPT and Lecture
Activity
PPT and Lecture
1
28
Lecture Method
1
29
Discussion – mini cases
1
30
PPT and Lecture
1
31
PPT and Lecture
Role Play with video - Team
Presentation
33. Review
1
33 Quiz
UNIT-IV Influence of Social Class, Culture and Subculture on Consumer Behavior
Case Discussion – Driving
34. Measurement of social class
1
34
through Indian consumers mind
35. Lifestyle profiles
1
35 PPT and Lecture
36. VALS (Value, Attitude, Lifestyle)
1
36 PPT and Lecture
Hands on exercise to understand
37. AIOS (Activity, Interest, Opinion)
1
37
personality
38. Social class mobility
1
38 PPT and Lecture
39. Influence of culture on consumer behavior
1
39 PPT and Lecture
40. Elements and Characteristics of culture
1
40 PPT and Lecture
Influence of subculture in consumer
41.
1
41 PPT and Lecture
behavior
42. Indian culture – presentation in context
1
42 Group Presentation
43. Review
1
43 Quiz
ISA - 2
UNIT-V Diffusion of Innovation
44. Diffusion of innovation
1
44 Workshop in class
45. Diffusion process
1
45 PPT and Lecture
46. Channels of communication
1
46 PPT and Lecture
47. Social system and time
1
47 PPT and Lecture
48. Adoption stages process
1
48 PPT and Lecture
49. Information sources
1
49 PPT and Lecture
Importance of information sources in
50.
1
50 Student Presentation
diffusion process
51. Review
1
51 Quiz
52. Review
1
52 Quiz
32.
Reference group influence on consumers
1
32
1
Recommended Resources
Text Books:
1.Assael Henry; Consumer Behavior and Marketing Action; Asian Books (P) Ltd; Thomson
Learning; 6th Edition.
2. Nair. R. Suja; Consumer Behavior in Indian Perspective; Himalaya Publishing House; Mumbai;
First Edition, Reprint 2002.
Reference Books:
1. Jay D. Lindquist and M. Joseph Sirgy (2009), Consumer Behavior, Biztantra Publication
2. Leon, S. and Leslie, K. (2009), Consumer Behavior, 10th Edition, Prentice Hall.
Review Questions
SECTION A (2 MARKS)
1. Define consumer behavior.
2. Define personal consumer
3. Define organizational consumer
4. What is the difference between the personal consumer and the organizational
consumer?
5. What is meant by production orientation?
6. What is meant by marketing orientation?
7. Define segmentation
8. Define targeting
9. Define Positioning
10. Define customer satisfaction.
11. What is the difference between customer satisfaction and customer delight?
12. What is consumer protection act?
13. What are three decision categories that require consumption decision making? Give an
example of each.
14. What are the three levels of consumer decision making?
15. What factors determine how extensive a consumer's problem-solving task is?
16. Differentiate between moods and emotions.
17. Identify and give examples of the two different need or problem recognition styles
among consumers.
18. Name five factors that are likely to increase pre-purchase search with regards to a
product or service.
19. Define problem recognition
20. Define purchase process
21. Define consumer satisfaction
22. Define consumer dis-satisfaction
23. Define consumer socialization
24. Define extended family
25. Differentiate between families vs households
26. Define family life cycle
27. Define group
28. Define reference group
29. Define nuclear family
30. What is meant by joint decisions?
31. List out the stages in decision making.
32. Define culture
33. Define subculture
34. Define cultural learning
35. What is the difference between enculturation and acculturation?
36. Differentiate between values and beliefs in the context of culture
37. List out the three levels of subjective culture.
38. List out three forms of learning culture.
39. Define social class
40. What are the ways to measure social class?
41. Define innovation
42. Define continuous innovation
43. Define discontinuous innovation
44. What are the four types of innovation?
45. What is the difference between continuous and discontinuous innovation?
46. What do you mean by the term “diffusion of innovation”?
47. What are the various channels of communication?
48. What are the steps involved in diffusion process?
49. What are the stages involved in adoption process?
50. List out the various information sources available for diffusion of innovation.
SECTION-B (4 MARKS)
1.
State the importance of consumer behavior with reference to marketing concept.
2.
Mention the differences of market segmentation, targeting, and positioning.
3.
List out the scope of consumer behavior.
4.
List out the major features of consumer protection act.
5.
How can a slower rate of adoption be beneficial to the marketer?
6.
What are the post purchases processes engaged in by consumers?
7.
How does consumer decision making change as purchase involvement increases?
8.
Name five factors that are likely to increase pre purchase search with regards to a
product or service
9.
Why do marketers target affluent households? If affluent households are such great
targets, why not target them exclusively?
10.
What are the traditional family life cycle stages family progresses through?
11.
How does marketing influence cultural learning?
12.
What is the motivation for firms to sell their products worldwide?
13.
Why is it of importance to marketers to segment the market according to religious
subcultures?
14.
What makes the Baby Boomer market so attractive to marketers?
15.
How is the elderly market segmented?
16.
How is the working-woman market segmented?
17.
Write short note on VALS.
18.
Give examples of the five product characteristics that influence the diffusion of
innovation.
19.
Identify and describe each of the five adopter categories.
20.
How can a slower rate of adoption be beneficial to the marketer?
SECTION-C (5 MARKS)
1.
Explain the term Cross-Cultural Variations in Consumer Behavior.
2.
Narrate with examples Self – Oriented Values.
3.
Explain how “Body Image” plays a role in consumer psychology for purchasing decision.
4.
What considerations will you take regarding Space, Distance and Gestures for marketing
your product?
5.
Distinguish between Planned Purchasing Behavior and Unplanned Purchasing Behavior.
6.
At what conditions Brand Choice and Outlet Choice work together? Explain with
examples.
7.
Explain the term Surrogate Shoppers with examples.
8.
How emotions play a role in Consumer Satisfaction?
9.
Discuss how Household and Family influence the buying decision.
10.
Explain the term Consumer Advocacy with examples.
11.
What is Consumer Society? Give examples.
12.
How does Trait Approach to Personality affect consumer purchase decision?
13.
What is Ethnic Subculture and how does it affect consumer consumption?
14.
Explain how information is captured and stored in memory of consumers regarding their
buying decision.
15.
What do you mean by Self – Image Congruence? Explain with example.
16.
17.
18.
19.
20.
What aspects of consumer psychology will you keep in mind while organizing Social
Marketing?
Explain the term Brand Community with examples.
As an advertiser how will you create Emotion Arousal as a Product Benefit?
What is the significance of Self-Concept in consumer psychology?
How does Reference Groups influence the marketing of a product?
SECTION-D (10 MARKS)
1.
Narrate the considerations of consumer psychology to be taken for planning an
Advertising layout.
2.
Discuss the Consumer Characteristics that has to be borne in mind for retail outlet
choice.
3.
Explain with the help of a diagram the consumer psychological aspects to be considered
while composing Perceptual Mapping.
4.
How general characteristics of learning play a role in consumer psychology?
5.
Explain with help of a diagram the Nature of Family Purchase Roles.
6.
Explain with suitable examples the cross – cultural variations in Consumer Behavior.
7.
Explain with help of a diagram ‘The VALS System’ highlighting the consumer
Psychological factors.
8.
Situation Handling:
Nescafe’ has hired you for their sales promotion of coffee product in sachets among a
traditional lifestyle locality in your city. How will you conduct your work on the following?
 What market segmentation/s you will do and why?
 What aspect/s of consumer psychology will you apply?
9.
Do you feel Non – Verbal communications help in understanding consumer psychology
for better business prospects?
10.
Discuss the consumer psychological aspects to be borne in mind regarding reference
group influence.
11.
Explain the Attitude Change Strategies according to the following aspects:
 Change the Cognitive Component;
 Change the Affective Component;
 Change the Behavioral Component;
12.
What is Perception? Explain the different components of perception with examples.
13.
What is Dissonance? How consumers attempt to reduce dissonance?
14.
What is Brand Loyalty? Narrate the factors that influence Brand Loyalty.
15.
What is Post Purchase Behavior? How will you monitor this?
16.
What is Self – Concept? Explain with examples how self-concept can be used consumer
buying decision.
17.
Distinguish between Limited Decision Making and Extended Decision Making.
18.
Is Religious Sub-culture important in consumer psychology?
19.
Discuss with examples “The Decision Cycle in Organization.”
20.
Explain the stages of Ability of Children to learn and explain its importance.
21.
How will you introduce “The Use of personality in Marketing Practice? “
22.
What are the indicators for Stimulus Factors that regulate Consumer Behavior?
23.
Explain how Maslow’s Hierarchy of Needs Theory controls the purchasing pattern of
consumers.
24.
Explain with help of examples how Sub-cultural influences Consumer psychology?
25.
Discuss the Value of Cognitive Theory to Marketers.
26.
How will you develop Customer Loyalty and how it is related to Consumer Psychology?
27.
Explain the following from the point of view of Situation Influence of Consumer
Psychology: a) The Purchase Situation b) The Usage Situation, c) The Disposition Situation.
28.
What do you mean by Opinion Leadership and how does it operate?
29.
How is Demographics used for deciding market segmentation?
30.
How do values and socio-cultural norms affect consumer behavior?
31.
Situation:
You as students of BBA and BHEM have jointly set up food stalls in PES University campus on the
day “The Inter-collegiate Music Fest” is going on. There are about 1000 students as participants
and audience. How will you apply consumer psychology in the following?
 What kind of taste the crowd will have and accordingly what menu you will
prepare?
 State your customer service and customer relations at the counters?
32.
What are the factors of Consumer Psychology will you apply for product positioning?
33.
How do reference group help in forming a purchase decision?
34.
What is customer delight? What customers’ psychological factors have to be considered
to ensure customer delight?
35.
How do consumers perceive brands? What psychological process takes place?
36.
When you apply lifestyle concept to marketing what consumer psychological factors you
will consider?
37.
Situation:
You are the Unit Manager of Super-Market. Your boss the Managing Director Operation has
asked you to arrange the outlet stalls according to ‘Taste and Life Style’ of the customers. How
you will?
 Decide the choice of merchandise.
 Public relations with your customers.
38.
What is culture? How do you apply sense of culture in understanding customers?
39.
What is creativity in advertising? How will you introduce creativity in ads by applying
consumer psychology?
40.
Do children in families take part in purchasing decision of house hold commodities? As
an advertiser what are your considerations?
41.
What are the techniques used by salesmen to persuade customers to buy their
products?
42.
What is motivation? How do you motivate your customers to prefer your product brand?
43.
Distinguish between customer satisfaction and customer delight with examples?
44.
What is cause related marketing and what role consumer psychology play to perform
cause related marketing?
45.
Situation:
Priya is a newly recruited receptionist in a 5 star hotel. She is facing problems regarding
customer’s complaint handling. How will you advice her to act:
 What are the qualities of a receptionist?
 Discuss the main features of customers’ complaint handling.
46.
Discuss the consumer behavior of the customers who are particular about what is good
quality product?
47.
What is market demand? How does consumer psychology work to change the course of
demand?
48.
While doing competitor analysis and Customer analysis what are the psychological
matters that play a major factor?
49.
What do you mean by services encounter? What kind of consumer’s psychology
understanding has to done at this point?
50.
Explain with help of a diagram Diffusion of Innovations with inherent consumer
psychological factors.