Introduction to the study of Consumer Behaviour: Meaning & Definition of CB, Differencebetween consumer & Customer, Nature & characteristics of Indian Consumers, ConsumerMovement in India, Rights & Responsibilities of consumers in India, Benefits of consumerism.
Role of Research in understanding consumer behaviour: Consumer Research: ConsumerResearch Paradigms (Qualitative & Quantitative Research Methods) Developing researchobjectives, collecting secondary data, designing primary research, data analysis and reportingresearch findings.Models of Consumer Behaviour: Input-Process-Output Model, Nicosia Model, Howard ShethModel, Engel-Kollat-Blackwell Models of Consumer Behaviour, Internal Influences: Motivation,Personality, Perception, Learning, Attitude, Communications, External Influences: Social Class,Culture, REFERENCE Groups, Family members.Levels of Consumer Decision Making – Consumer Buying Decision Process, Complex DecisionMaking or Extensive Problem Solving Model, Low Involvement Decision Making or LimitedProblem Solving Model, Routinised Response Behaviour, Four views of consumer decisionmaking. On-line Decision Making: Meaning & Process/StagesSituational Influences- Nature of Situational Influence (The communication Situation, ThePurchase Situation, The usage situation, The disposition situation) Situational Characteristics andconsumption behaviour (Physical features, Social Surroundings, Temporal Perspectives, TaskDefinition, Antecedent States.)
Individual Influences on Consumer Behaviour and CRM: Part 1A) Motivation: Basics of Motivation, Needs, Goals, Positive & Negative Motivation, RationalVs Emotional motives, Motivation Process, Arousal of motives, Selection of goals.Motivation Theories and Marketing Strategy - Maslow’s Hierarchy of Needs, McGuire’sPsychological Motives (Cognitive Preservation Motives, Cognitive Growth Motives, AffectivePreservation Motives, Affective Growth Motives).B) Personality: Basics of Personality, Theories of Personality and Marketing Strategy(FreudianTheory, Neo-Freudian Theory, Trait Theory), Applications of Personality concepts in Marketing,Personality and understanding consumer diversity(Consumer Innovativeness and relatedpersonality traits, Cognitive personality factors, Consumer Materialism, ConsumerEthnocentrisms), Brand Personality (Brand Personification, Gender, Geography, Colour), Selfand Self-Image (One or Multiple selves, The extended self, Altering the self).C) Perception: Basics of Perception & Marketing implications, Elements ofPerception(Sensation, Absolute Threshold, Differential Threshold, Subliminal Perception),Dynamics of Perception (Perceptual Selection, Perceptual Interpretation, PerceptualOrganization ,perceived price, perceived quality, price/quality relationship, Perceived Risk,Types of risk, How consumers’ handle risk.Customer Relationship ManagementMeaning & 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 Behaviour: Part 2A) Learning: Elements of Consumer Learning, Motivation, Cues, Response, Reinforcement,Marketing Applications of Behavioural Learning Theories, Classical Conditioning PavlovianModel, Neo-Pavlovian Model), Instrumental Conditioning, Elaboration Likelihood Model.B) Attitude: Basics of attitude, the nature of attitude, Models of Attitude and MarketingImplication, (Tri-component Model of attitude, Multi attribute attitude models.C) Persuasive Communication: Communications strategy, Target Audience, Media Strategy,Message strategies, Message structure and presentation.
External Influences on Consumer Behaviour: Part 1A) Social Class: Social Class Basics, What is Social Class? (Social class & Social status, thedynamics of status consumption, Features of Social Class, Five Social-Class Categories in IndiaB) Culture and Subculture - Major Focus on Indian PerspectiveCulture: Basics, Meaning, Characteristics, Factors affecting culture, Role of customs, values andbeliefs in Consumer Behaviour.Subculture: Meaning, Subculture division and consumption pattern in India,Types of subcultures (Nationality subcultures, Religious subcultures, Geographic and regionalsubcultures, racial subcultures, age subcultures, sex as a subculture)Cross-cultural consumer analysis: Similarities and differences among people, the growing globalmiddle class; Acculturation is a needed marketing viewpoint, applying research techniquesCross-cultural marketing strategy: Cross-cultural marketing problems in India, Strategies toovercome cross-cultural problems.
External Influences on Consumer Behaviour: Part 2Groups: Meaning and Nature of Groups, TypesFamily: The changing structure of family, Family decision making and consumption relatedroles, Key family consumption roles, Dynamics of husband-wife decision making, Theexpanding role of children in family decision making, The family life cycle & marketingstrategy, Traditional family life cycle & marketing implications, Reference Groups:Understanding the power & benefits of reference groups, A broadened perspective on referencegroups, Factors that affect reference group influence, Types of reference groups, Friendshipgroups, Shopping groups, Work groups, Virtual groups, Consumer-action groups, referencegroup appeals, Celebrities.
Consumer Influence and Diffusion of InnovationsOpinion Leadership: Dynamics of opinion leadership process, Measurement of opinionleadership, Market Mavens, Opinion Leadership & Marketing Strategy, Creation of OpinionLeadersDiffusion of Innovations: Diffusion Process (Innovation, Communication channels, SocialSystem, Time) Adoption Process: Stages, categories of adoptersPost Purchase Processes: Post Purchase Processes, Customer Satisfaction, and customercommitment: Post purchase dissonance, Product use and non use, Disposition, Productdisposition.
Consumer Influence and Diffusion of InnovationsOpinion Leadership: Dynamics of opinion leadership process, Measurement of opinionleadership, Market Mavens, Opinion Leadership & Marketing Strategy, Creation of OpinionLeadersDiffusion of Innovations: Diffusion Process (Innovation, Communication channels, SocialSystem, Time) Adoption Process: Stages, categories of adoptersPost Purchase Processes: Post Purchase Processes, Customer Satisfaction, and customercommitment: Post purchase dissonance, Product use and non use, Disposition, Productdisposition.