Andhra Loyola Institute of Engineering and Technology
Department of Master of Business Administration
Course Name: Consumer Behaviour Program:
MBA Year-Semester: II-III Academic Year: 2020-21 Faculty
Name: V. Naga Lakshmi
Course Objectives:
|
The main objectives of this course are
given below: |
|
|
1 |
Introduce
students to consumers, consumer behaviour in the market place and their
impact on marketing strategy and to provide an overview of the range of tools
available for marketing communication |
|
2 |
To
analyse and apply the STP approach in evaluating the consumer behaviour and
to impart the knowledge of motivation in developing marketing strategies |
|
3 |
Establish the relevance of consumer behaviour
theories and concepts to marketing decisions |
|
4 |
To
give the students a perspective to understand the application of internal
dynamics of the consumer for making decisions |
|
5 |
Discussing
principle factors that influence consumers as individuals and decision makers
with an application to the buying decision process |
Course Outcomes:
|
DESCRIPTION |
Bloom’s Level |
|
|
At
the end of this course the student will able to: |
||
|
CO1 |
Demonstrate how
knowledge of consumer behavior can be applied in marketing and to design the
communication tool suitable for marketing conditions |
Factual & Conceptual |
|
CO2 |
Employ
the concepts of consumer behavior to choose relevant STP approach and to
apply the concepts of motivation |
Factual, Conceptual & Procedural |
|
CO3 |
Apply
relevant consumer behaviour theories in understanding the impact of marketing
strategies |
Factual & Procedural |
|
CO4 |
Relate internal
dynamics such as personality, perception to the choices of the consumer makes |
Factual,
Conceptual & Procedural |
|
CO5 |
Identify the dynamics
human behavior and the basic factors that influence the consumer decision
making process |
Factual,
Conceptual & Procedural |
Contents/Activities:
|
1 |
Factual
|
·
Consumer Behaviour – Definition,
Consumer and Customers, Buyers and Users, Organisations as Buyers,
Development of Marketing Concept (Unit-1) ·
Introduction, Requirements for
Effective Segmentation, Bases for Segmentation, Product Positioning: An
Introduction, Positioning Strategy, Consumer Motivation: Introduction, Needs
and Goals (Unit -2) ·
Introduction, Nature of Situational
Influence, Situational Variables, Types of Consumer Decisions (Unit -3) ·
Consumer Personality: Introduction,
Consumer Perception: Introduction (Unit- 4) ·
Information Search and Evaluation of
Alternatives: Introduction(Unit – 5) |
|
2 |
Conceptual |
·
Marketing Communication Flow, Communications
Process, Interpersonal Communication, Persuasive Communications(Unit-1) ·
Positioning Approaches, Positioning
Errors , Motive Arousal, Motivational Theories, Maslow‘s hierarchy of needs
(Unit -2) ·
Self-concept, Brand Personality,
emotions , Sensation (Exposure to
Stimuli), Factors that Distort Individual Perception, Price Perceptions,
Perceived Product and Service Quality, Consumer Risk Perceptions (Unit- 4) ·
Problem Recognition, Information
Search, Evaluation of Alternatives (Unit – 5) |
|
3 |
Procedural |
·
Consumer Behaviour
and Marketing Communications: Introduction(Unit-1) ·
motivational
Conflict, Defence Mechanisms (Unit -2) ·
Nicosia Model of
Consumer Decision-making (Conflict Model), Howard-Sheth Model (also called
Machine Model), Engel, Blackwell, Miniard Model (also called Open System)
(Unit-3) ·
personality Theories,
Perceptual Selection, Perceptual Organisation(Unit- 4) ·
Consumer
Decision-making Process, Outlet
Selection, Purchase and Post Purchase Behaviour, Introduction, Outlet
Selection and Purchase, Post Purchase Behaviour (Unit – 5) |
|
4 |
Applied |
·
Consumer Behaviour and its
Applications in Marketing(Unit-1) |
Department
of Master of Business Administration
Course Name: Consumer
Behaviour Program: MBA Year-Semester:
II-III Academic Year: 2020-21 Faculty
Name: V.Naga Lakshmi
Lesson Plan
|
Lecture No. |
Topic |
Objectives |
Ref./Text Book Page No.'s |
Teaching Aid |
Before Class - Videos, e-Books, Case studies |
Post Class - Assignment, Discussion
Forum |
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|
UNIT-
I [Introduction to Consumer
Behaviour ] Introduction to Consumer Behaviour:
Consumer Behaviour – Definition, Consumer and Customers, Buyers and Users,
Organisations as Buyers, Development of Marketing Concept, Consumer Behaviour
and its Applications in Marketing, Consumer Behaviour and Marketing
Communications: Introduction, Marketing Communication Flow, Communications
Process, Interpersonal Communication, Persuasive Communications |
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|
L1 |
Consumer
Behaviour – Definition, Consumer and Customers, Buyers and Users |
Introduce
students to consumers, consumer behaviour in the market place and their
impact on marketing strategy and to provide an overview of the range of tools
available for marketing communication |
T1: 2-4 |
PPT
|
Assignment-1, Quiz-1, Discussion Forum-1 |
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|
L2 |
Organisations
as Buyers |
T1:5-8 |
PPT |
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|
L3 |
Development
of Marketing Concept |
T2:16-18 T3:9-10 |
PPT |
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|
L4 |
Development
of Marketing Concept |
T2:16-18 T3:9-10 |
|
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L5 |
Consumer
Behaviour and its Applications in Marketing, |
T3: 11-15 |
PPT |
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|
L6 |
Consumer
Behaviour and Marketing Communications: Introduction |
|
PPT,
Chalk & Talk |
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|
L7 |
Marketing
Communication Flow, Communications Process |
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|
L8 |
Interpersonal
Communication, Persuasive Communications
|
|
PPT,
Chalk & Talk |
|
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|
L9 |
DISCUSSION FORUM AND REVISION IN UNIT
-1
|
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UNIT
–II [Marketing
Segmentation and Positioning] Marketing
Segmentation and Positioning: Introduction, Requirements for
Effective Segmentation, Bases for Segmentation, Product Positioning: An
Introduction, Positioning Strategy, Positioning Approaches, Positioning
Errors Consumer Motivation: Introduction,
Needs and Goals, motivational Conflict, Defense Mechanisms, Motive Arousal,
Motivational Theories, Maslow‘s hierarchy of needs |
|||||||||||||
|
L10 |
Marketing
Segmentation: Introduction |
To
analyse and apply the STP approach in evaluating the consumer behaviour and
to impart the knowledge of motivation in developing marketing strategies |
T1:
20-24 |
PPT,
Chalk & Talk |
|
Assignment-2 Quiz-2 Discussion Forum-2 |
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|
L11 |
Requirements
for Effective Segmentation |
T1:29-30 |
PPT,
Chalk & Talk |
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|
L12 |
Bases
for Segmentation
|
T1:24-28 |
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|
L13 |
Bases
for Segmentation |
T1:24-28 |
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|
L14 |
Bases
for Segmentation |
T1:24-28 |
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|
L15 |
Product
Positioning: An Introduction |
T2:
578-580 |
PPT,
Chalk & Talk |
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|
L16 |
Positioning
Strategy |
T2:
578-580 |
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|
L17 |
Positioning
Approaches
|
|
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|
L18 |
Positioning
Approaches
|
|
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|
L19 |
Positioning
Errors
|
|
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|
L20 |
Consumer
Motivation: Introduction |
T2:221-235 |
PPT,
Chalk & Talk |
https://www.youtube.com/watch?v=wEY1hHpIN1I https://www.youtube.com/watch?v=LoJ4EsIXChE https://www.youtube.com/watch?v=O-4ithG_07Q
|
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|
L21 |
Needs
and Goals |
T2:235-240 |
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|
L22 |
motivational
Conflict, Defense Mechanisms |
|
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|
L23 |
Motive
Arousal |
T2:245 |
PPT,
Chalk & Talk |
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|
L24 |
Motivational
Theories, Maslow‘s hierarchy of needs |
T2:246-257 |
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|
L25 |
Motivational
Theories, Maslow‘s hierarchy of needs |
T2:246-257 |
PPT |
https://www.youtube.com/watch?v=YV_LBx3t6pA https://www.youtube.com/watch?v=upBHae2J-LI
|
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|
L26 |
Motivational
Theories, Maslow‘s hierarchy of needs |
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|
L27 |
DISCUSSION FORUM AND REVISION IN UNIT
-2 |
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|
UNIT-III
[Situational Influence on
Consumer‘s Decision and the Decision Models] Situational Influence on
Consumer‘s Decision and the Decision Models: Introduction, Nature of Situational
Influence, Situational Variables, Types of Consumer Decisions, Nicosia Model
of Consumer Decision-making (Conflict Model), Howard-Sheth Model (also called
Machine Model), Engel, Blackwell, Miniard Model (also called Open System)
|
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|
L28 |
Situational
Influence - Introduction |
Establish the relevance of consumer behaviour
theories and concepts to marketing decisions |
T3:270 |
PPT,
Chalk Talk |
|
Assignment-3 Quiz-3 Discussion Forum-3 |
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|
L29 |
Nature of
Situational Influence |
T3:271-273 |
PPT,
Chalk & Talk |
|
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|
L30 |
Situational
Variables |
Chalk
& Talk |
|
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|
L31 |
Types
of Consumer Decisions |
T1:242-244 |
PPT,
Chalk & Talk |
|
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|
L32 |
Discussion
on old question papers |
Downloaded from JNTUK Site |
Discussion Forum |
|
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|
L33 |
Discussion
on old question papers |
Downloaded from JNTUK Site |
Discussion Forum |
|
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|
L34 |
Presentations |
|
|
|
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|
L35 |
Presentations |
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|
|
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|
L36 |
Presentations |
|
|
|
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|
L37 |
Presentations |
|
|
|
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|
L38 |
Presentations |
|
|
|
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|
L39 |
Presentations |
|
|
|
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|
L40 |
Nicosia
Model of Consumer Decision-making (Conflict Model) |
T2:40-42 |
Chalk
& Talk |
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|
L41 |
Howard-Sheth
Model (also called Machine Model) |
T:38-40 |
PPT,
Chalk & Talk |
||||||||||
|
L42 |
Engel,
Blackwell, Miniard Model (also called Open System) |
T2:42-45 |
Chalk & Talk |
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|
L43 |
DISCUSSION FORUM AND REVISING THEORIES |
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|
L44 |
DISCUSSION FORUM AND REVISING THEORIES |
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|
UNIT
–IV [Consumer
Personality] Consumer
Personality: Introduction, Self-concept, personality
Theories, Brand Personality, emotions
Consumer Perception: Introduction, Sensation (Exposure to Stimuli),
Perceptual Selection, Perceptual Organisation, Factors that Distort
Individual Perception, Price Perceptions, Perceived Product and Service
Quality, Consumer Risk Perceptions |
|||||||||||||
|
L45 |
Consumer
Personality: Introduction |
To
give the students a perspective to understand the application of internal
dynamics of the consumer for making decisions |
T1:72-74 |
PPT,
Chalk & Talk |
https://www.coursera.org/lecture/valuechains/consumer-characteristics-YSye1 |
Assignment-4 Quiz-4 Discussion Forum-4 |
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|
L46 |
Self-concept |
T1:85-91 |
PPT,
Chalk & Talk |
||||||||||
|
L47 |
Personality
Theories |
T1:74-84 |
PPT,
Chalk & Talk |
||||||||||
|
L48 |
Personality
Theories |
T1:74-84 |
PPT,
Chalk & Talk |
||||||||||
|
L49 |
Brand
Personality, emotions |
|
PPT,
Chalk & Talk |
||||||||||
|
L50 |
Consumer
Perception: Introduction |
T1:93-104 |
PPT,
Chalk & Talk |
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|
L51 |
Price
Perceptions |
T1:104-108
|
PPT,
Chalk & Talk |
||||||||||
|
L52 |
Perceived
Product |
PPT,
Chalk & Talk |
|||||||||||
|
L53 |
Service
Quality |
PPT,
Chalk & Talk |
|||||||||||
|
L54 |
Consumer
Risk Perceptions |
Chalk & Talk |
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|
L55 |
DISCUSSION FORUM AND REVISION IN UNIT
-4 |
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|
UNIT
–V [Consumer Decision-making
Process] Consumer
Decision-making Process – Problem Recognition, Information
Search and Evaluation of Alternatives: Introduction, Problem Recognition,
Information Search, Evaluation of Alternatives. Outlet Selection, Purchase and Post
Purchase Behaviour, Introduction, Outlet Selection and Purchase, Post
Purchase Behaviour |
|||||||||||||
|
L56 |
Consumer
Decision-making Process |
Discussing
principle factors that influence consumers as individuals and decision makers
with an application to the buying decision process |
T2:251-255 |
PPT,
Chalk & Talk |
|
Assignment-5 Quiz-5 Discussion Forum-5 |
|||||||
|
L57 |
Consumer
Decision-making Process |
Chalk
& Talk |
|||||||||||
|
L58 |
Problem
Recognition, Information Search and Evaluation of Alternatives |
Chalk
& Talk |
|||||||||||
|
L59 |
Outlet
Selection |
T1:257-259 |
Chalk & Talk |
|
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|
L60 |
Purchase
and Post Purchase Behaviour, Introduction |
PPT,
Chalk & Talk |
|||||||||||
|
L61 |
Purchase
and Post Purchase Behaviour, |
|
|||||||||||
|
L62 |
Outlet
Selection and Purchase, Post Purchase Behaviour |
Chalk
& Talk |
|||||||||||
|
L63 |
Outlet
Selection and Purchase, Post Purchase Behaviour |
PPT,
Chalk & Talk |
|||||||||||
|
L64 |
Discussion
on old question papers |
Downloaded
from JNTUK Site |
Discussion
Forum |
|
|||||||||
|
L66 |
Discussion
on old question papers |
Downloaded
from JNTUK Site |
Discussion
Forum |
|
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|
L67 |
Presentations |
|
|
|
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|
L68 |
Presentations |
|
|
|
|
|
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|
L69 |
Presentations |
|
|
|
|
|
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|
L70 |
Presentations |
|
|
|
|
|
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TEXT
BOOKS:
T1) Consumer
Behaviour, CN Sontakki, Himalaya Publishing House
T2)
Consumer Behaviour in Indian Perspective, Suja R Nair
T3)
Consumer Behaviour, Babin, Harris, Mohan, Cengage Learning
REFERENCE
BOOKS:
R1) Consumer Behaviour Text & Cases, Ramneek
Kapoor, Namdi O Madichie, TMH
R2)
Consumer Behaviour insight from Indian Market, Ramanuj Majumdar, PHI Learning
R3)
Consumer behaviour Concepts, Applications, cases, M.S.Raju, Vikas Publishing
House
V. Naga Lakshmi Assistant Professor
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