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Module Name: Consumer Behavior

Academic Year: PGP 2012-13; Term: 1, Block 2

Course Code: MK-503

Sector Job Profiles in this sector

Advertising and Media/MarketResearch

Creative division

Media Planning

Client Servicing

FMCG/Retail/ConsumerDurables

Brand Management

Product Management

Marketing Communications

1. Introduction to the Module

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Consumer behavior is a discipline that looks at why people buy the things they do.

This marketing discipline applies knowledge from areas such as psychology,

sociology and anthropology to describe and understand how consumers are likely

to behave. However, the realization of customer diversity leads a greater need tostudy consumer behavior to provide basic understanding to support successful

business decisions. Consumer behavior study is primarily needed to define

marketers view in taking both strategic decisions such as segmentation, targeting

and positioning and tactical decisions such as new product development, pricing

integrated communication techniques and marketing logistics. The course begins

with an introduction to consumer profile and research tools applied to understand

customers mind. It then examines how consumers process information and make

decisions, and looks at a number of traits of individual consumers. Group and

situational influences are also investigated. The course concludes with anexamination of cultural influences and international consumers. Each lesson offers

learning objectives, readings, mini cases and comprehensive exercises to help you

reinforce your learning.

Learning Outcomes: This course lays a foundation for understanding how

consumers behave in a marketplace and equips students with understanding of

how marketers can influence consumer behaviour.

At the end of the course students will be able to :

1. Understand how marketers try to appeal to consumers in terms of their

personality, perceptual and attitudinal characteristics.

2. Understand how consumers are influenced by Marketing communications

and how it helps them to change their attitude towards a product or an

organisation.

3. Understand the power of reference groups and family influences .

4. Understand culture, sub-culture and cross culture to meet the specific

needs, motivations, perceptions and attitudes within a larger and more

complex society.5. Understand how consumers make product choice decisions.

2. Course Tutors

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Ms. Sapna Popli http://iilm.edu/faculty/profiles/sapna-popli.html

Mr. Sharad Gupta http://iilm.edu/faculty/profiles/sharad-gupta.html

Ms. Vini Kirtani http://iilm.edu/faculty/profiles/vini-kirtani.html

Academic Meeting Time

S.N

o.

Name of Faculty E-mail Address Academic Meeting

Time

1 Ms. Sapna Popli [email protected]

u

Tue & Fri- 4:30 6:30 pm

2 Mr. Sharad Gupta [email protected]

Wed- 4:00 5:30 pm

3 Ms. Vini Kirtani [email protected]

u

Tue- 4:30 5:30 pm

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http://iilm.edu/faculty/profiles/sapna-popli.htmlhttp://iilm.edu/faculty/profiles/sharad-gupta.htmlhttp://iilm.edu/faculty/profiles/vini-kirtani.htmlmailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]://iilm.edu/faculty/profiles/sapna-popli.htmlhttp://iilm.edu/faculty/profiles/sharad-gupta.htmlhttp://iilm.edu/faculty/profiles/vini-kirtani.htmlmailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]

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3. Module Overview

Session Topics Day

Session 1 Introduction to the course Day 1

Session 2 Segmenting the consumer market Day 1

Session 3 Importance of consumer research Day 2

Session 4 Internal Determinants of Consumer Behaviour

Motivation

Day 2

Session 5 Case Discussion on Motivation Day 3


-Personality and Lifestyle

Day 3


Perception

Day 4


-Learning & Memory

Day 4

Session 9 Case Discussion on Learning & Memory Day 5

Session 10 Internal Determinants of Consumer Behaviour -

Attitude

Day 5

Session 11 Changing Attitudes through Interactive

Communications

Day 6

Session 12 Case Analysis on Consumer Behaviour Day 6

Session 13 External Determinants of Consumer Behaviour -

Role and Power of Reference Groups, Opinion

Leadership

Day 7

Session 14 External Determinants of Consumer Behaviour Family influences. Day 7

Session 15 Case discussion Neglecting the child Day 8

Session 16 External Determinants of Consumer Behaviour

Culture &Subcultures

Day 8

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Session 17 External Determinants of Consumer Behaviour

Cross Culture

Day 9

Session 18 Exercise on Culture Day 9

Session 19 Case Discussion on Cross Culture Day10

Session 20 Consumer Decision Making Process-Reflective

essay discussion

Day11

Session 21 Diffusion of Innovation Day11

Session 22 Projects submission &Panel Discussion Day12

Session23,24

End Term Assessment Day13

4. Module Pre-Requisites:

A basic knowledge of Marketing concepts. Students will also have to revise their

concepts of market research.

5. Module Readings

Schiffman Leon G. & Kanuk Leslie I.. Consumer Behavior PrenticeHall of India (8th edition)

Solomon Michael R. Consumer Behavior, Pearson Education Inc; 8th

edition, Special Asian Edition

We Are Like That Only: Understanding the Logic of ConsumerIndia

Author: Rama BijapurkarPublisher: Penguin Books

The Marketing Whitebook, 2010-2011Author : Multiple authorsPublication : Business World

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The Tiger RoarsAn In-Depth Analysis of How a Billion Plus People ConsumeA BCG Report Available in www.bcg.com

Blackwell, Miniand and Engel Consumer Behaviour Thomson Southwestern,10th edition

Arnould, Price and Zinkhan Consumers Mc Graw Hill, 2nd edition

SESSION-WISE COURSE PLAN

6. Session Plan

6.1-Session 1

Title: Introduction to the course & the Indian Consumer

An introduction to the study of consumer behavior will be given. Students will

understand about the roots of Consumer Behavior in the market-place and how

the study of consumer behaviour is essential for marketers.

The course contents, group projects, assessment criteria, course expectations willbe spelled out.

Groups will be finalized for Case analysis and Project work.

Reading:

Chapter 1, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk;Pearson Education Inc; 9th edition, Special Asian Edition

Chapter 1 Solomon Michael R. Consumer Behavior, Pearson Education Inc,Special Asian Edition, 9th Edition

We are Like That Only Understanding the Logic of Consumer India RamaBijapurkar Reading 4 Pg 55 80

The Tiger Roars BCG study on how a billion consumes -http://www.bcgindia.com/documents/file107199.pdf

Learning Outcome :

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This session will help students understand the behavior of consumers, the

psychology of how consumers think, feels, reason and select between different

alternatives.

6.2-Session -2

Title : Consumer Segmentation: The Indian Consumer Market

Segmentation in Indian consumer market will be discussed

Reading :

Chapter 3, pages 82 92, Consumer Behaviour; Leon G. Schiffman and Leslie

Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition

Learning Outcome :

To understand market segmentation and gain familiarity with a more effective

segmentation approach.

6.3-Session 3

Title : The Importance of Consumer ResearchIn this session students will be instructed on the relevance and use of researchtools to determine different consumer needs and the bases of marketsegmentation illustrated appropriately with industry examples to help studentsorient themselves with important concepts.Reading Chapter 2, pages 42 53, Consumer Behaviour; Leon G. Schiffman and Leslie


Learning Outcome:

This session will help students understand the role and types of market research

and how to use it to understand consumer behaviour. This session will also help

the students to know how and why a marketer should try to obtain information on

consumer needs and gather marketing intelligence and help satisfy these needs

efficiently.

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6.4-Session 4

Title : Internal Determinants of Consumer Behaviour Motivation

Students will be introduced to the underlying motivational and value drivers

behind consumer purchasing behaviour.

Reading :

Chapter 4, pages 109 119, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar

Kanuk; Pearson Education Inc; 9th

edition, Special Asian Edition

Chapter 4 Solomon Michael R. Consumer Behavior, Pearson Education Inc,Special Asian Edition, 9th Edition

Learning Outcome :

The students will understand how motivation is the driving force (tension) within

consumers that impels them to action.

6.5-Session 5Title : Case Discussion on Motivation

Essential Reading : Case on Volkswagen: Backward and Forward at theSame Time

Questions for Class Discussion:

a) What kind of needs might buyers for the New Beetle have? Innate? Acquired?b) What are rational motives for purchasing a New Beetle? Emotional motives?Which do you think are stronger?

Learning outcome from the case:

The students will be able to understand how marketers plan to satisfy bothrational and emotional motives in stimulating purchase. They will also understandhow defense mechanisms can be used in dealing with frustrations and explainhow marketing activities such as advertising can arouse or intensify drives.

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6.6-Session 6

Title : Internal Determinants of Consumer Behaviour -Personality andLifestyle

In this session a clear understanding of trait theory and its problems in consumerresearch; psychographic segmentation - uses and typologies and the impact oflifestyles on individual and group identities will be discussed and analysed.

Reading :


Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition

Chapter 6 Solomon Michael R. Consumer Behavior, PearsonEducation Inc, Special Asian Edition, 9th Edition

Learning Outcome : By the end of the session the students will develop an

understanding of a consumers inner psychological characteristics that both

determine and reflect how a person responds to his or her environment.

6.7-Session 7

Title : Internal Determinants of Consumer Behaviour - Perception

The dynamics of perception and consumer imagery, understanding sensory

systems and perceptual positioning will be discussed in this session. How we

absorb and interpret information about products and other people from the

outside world will be analyzed here.

Reading:



Chapter 2 Solomon Michael R. Consumer Behavior, Pearson Education Inc,

Special Asian Edition, 9th Edition

Learning Outcome :

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After going through this session the students will be able to learn- how different

consumers select, organise and interpret stimuli into a meaningful and coherent

picture of the world.

6.8-Session 8

Title : Internal Determinants of Consumer Behaviour -Learning & Memory

Students will be given an understanding of behavioural learning theories and

appropriate marketing applications; Cognitive Learning Theory, Role of memory in

learning.

Reading:





Learning Outcome : Students will learn why it is important for marketers to

understand how consumers learn about products and services.

6.9-Session 9

Title : Case study on Learning and memory

Essential reading : Case discussion on Lee Dungarees : Not Mommas

Jeans Anymore!

Analysis of Lees consumer understanding and the target audiences acceptance

of a brands communication strategy owing to its marketing strategy of listening

to what consumers want and thereby re-inventing itself to be a cool brand for

the youth.

Questions for class discussion:

a) Explain how stimulus generalization and discrimination can be used to explainconsumers understanding of the relationship between the Lee brand and its sub-

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brands. Does placing the name, Lee, on each of the new sub-brands have positiveor negative effects?

b) Are jeans likely to be a high or low involvement purchase for teens? How doesthis relate to advertising for the product?

c) What type of learning theory does the Buddy Lee advertising strategy used byFallon McElligott exemplify? Classical conditioning? Instrumental Conditioning?Cognitive Learning Theory? Explain your answer using the terms associatedwith the theory.


The students will be able to use the Consumer behaviour concepts like Cues,

Stimulus generalization, Stimulus discrimination, Cognitive learning theory,Involvement and Central processing in real life situation.

6.10-Session 10

Title : Internal Determinants of Consumer Behaviour - Attitude

In this session students will study consumer attitude formation and change and how

consumers are often motivated to maintain consistency among all the components ofthis attitude. Students will also be instructed in the power and functions of attitudes and

knowing how to predict behaviour by studying attitude.

Reading :





Learning Outcome :

By the end of this topic, the students will be able to understand attitude formation, attitude

change and related marketing issues.

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6.11- Session 11

Title : Changing Attitudes through Interactive Communications

In this session students will be given an understanding of how attitudes change through

marketing communications, an insight into the communication process and the nature of

persuasive communication. Course material will be made more interesting by

incorporating easy-to-connect examples to clarify concepts.

Reading : Chapter 9, pages 300 311, Consumer Behaviour; Leon G. Schiffman and Leslie


Research Paper Visual Merchandising as an antecedent to impulse buying :AnIndian Perspective Khandai.S, Agarwal, B and Gulla. A., paper presented at theInternational Journal of Arts & Sciences (IJAS) International Conference forAcademic Disciplines held at Harvard University, 10 Garden Street, Cambridge,Massachusetts 02138 (May 27-31, 2012).

Learning Outcome :

The students will learn that communication is a link between the individual andsociety. By the end of this session the students will understand thatcommunication is a tool that marketers use to persuade consumers to act in adesired way.

6.12-Session-12

Title : Case analysis Yahoo : Do you Yahoo? For How Long?


a) How does Yahoo! segment the market for its Internet service? How does thishelp Yahoo build a customer franchise?

b) How does Yahoo! affect consumers perceptions of its service? What media

does it use? How does it create an image for Yahoo!c) How does Yahoo! affect attitude formation toward the Internet and towarditself? How does it affect the three components of attitude?

Learning outcome :

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Students should be able to bring forth and highlight issues of market segmentation,

consumer perception of services, how attitudes form and communication strategies get

adopted.

6.13-Session 13

Title : External Determinants of Consumer Behaviour - Role and Power of

Reference Groups and Opinion Leadership

The session will commence with an overview of external factors on consumer

decision making and the role of reference groups impact on consumer behavior.

Focus will be on Understanding the power of reference groups; Selected consumer-

related reference groups; Celebrity & other reference group appeals. Students will be

encouraged to refer to real-life examples in their roles as consumers.

Further, Opinion Leadership will also be covered in this session. Under Opinion

Leadership an understanding of how credibility is created and maintained will be

imparted.

Reading :





Learning Outcome :

The student will understand the importance of reference groups to marketers concerned

while influencing consumers in their purchase decisions. They will also understand

opinion leadership, its process dynamics and the motivation behind it.

6.14 - Session 14

Title : External Determinants of Consumer Behaviour Family influences.

Students will be given a scientific basis of the role of The Intimate Corporation and

what family decision making is all about. This would cover the process of defining

the modern family, socialization of family members. Family decision-making and

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consumption-related roles will also be covered in this session to make the understanding

of the family as an important but ever-changing force on marketers goals. Students will

be introduced to the role of children in buying decisions for products for themselves and

for family consumption.

Essential Reading :





Learning Outcome :

At the end of this session, the students will understand the familys life cycle effect on

the buying process and analyse how at different age points, people become consumers

for different products and services. Students will also be familiar with role of children in

buying process.

6.15-Session 15

Title : Case study on Family influences

Essential Reading : Case discussion on Neglecting the child

Case Analysis Neglecting the Child : will be discussed to ascertain themistakes marketers commonly make when designing the 4Ps for childrensproducts.


1. What issues does the case raise in terms of Marketing communication for

kids?2. What aspects of children needs to be considered as consumer?3. What can be the reasons for the influence of kids on adult product choices?4. Role and impact of children's attempts to influence parental decision making

of various products?

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Desired Reading : Children as co decision makers in the family? The case of family

holidays by Malene Gram, VOL. 8, Emerald Group Publishing Limited, Young

Consumers


The students will be able to understand that children need to be considered as animportant consumer segment in their own right, and marketers need to apply allthe guidelines that apply to marketing to any segment should apply.

6.16-Session 16

Title : External Determinants of Consumer Behaviour Culture &Subcultures

This session will discuss the influence of culture and subcultures on consumersminds and relevance of the same for marketers. Students will be trained to grasp the

impact of various subcultures such as Income, Social Class, Ethnic, Racial, Religious

and Age on consumers buying behaviour.

Reading :

Chapter12, 13, pages 442 453, Consumer Behaviour; Leon G. Schiffman and Leslie




Learning Outcome :

By the end of this session the students will be able to understand how marketers

need to segment their markets to meet the specific needs, motivations,

perceptions and attitudes shared by members of a specific cultural and

subcultural group.

6.17-Session 17

Title : External Determinants of Consumer Behaviour Cross Culture

The creation and diffusion of a global consumer culture will be the focus of this

session. Students will be made familiar with the creation of culture and the

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various aspects of cultural selection. The question whether global marketing really

works or not will be discussed too. The importance of thinking globally but acting

locally will be stressed upon. Finally emerging consumer cultures in transitional

economies will also be covered to give students an all-round view.

Reading : Chapter 14, pages 479 490, Consumer Behaviour; Leon G. Schiffman and

Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition

Learning Outcome :

Understand the importance of formulating an appropriate multinational or globalmarketing strategy. Understand how to study the differences among cultures whiledeveloping marketing strategies. Understand how consumer-related factorsimpact a firms decision to select a global, local or mixed marketing strategy.Understand how lifestyle and psychographic segmentation can be used in developingglobal or local marketing strategies.

6.18- Session 18

Title : Exercise on culture

Students will do an analysis of few FMCG product advertisements and identify the

values portrayed by the brand, in the way it has been advertised. Identify the

ritual setting portrayed by the brand's communication so that it creates a specific

perception in the minds of the consumer.

Learning outcome from the exercise:

Students should be able to learn how advertisements of brands are communicated

to a specific target audience keeping core cultural values in mind and how culture

plays a distinct role in the marketing communication context.

6.19- Session 19

Title : Case study on Cross Culture

Essential Reading : Barbie: A cultural Icon, new age guru or blondebimbo?

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In this session the effect of cultural values, beliefs and customs on consumersacceptance of a product will be discussed. The concepts will be analysed using a

caselet called Barbie: A cultural Icon, new age guru or blonde bimbo? fordiscussion.


a) What American & Indian core values can be associated with Barbie?b) Some critics would maintain that the introduction of Barbies in differentnationalities leads to the Americanization of cultures. What kind of culturallearning is involved for Barbie to teach young people new cultural values? Is thisAmericanization likely to occur? Why/ why not?


The students would be required to delve into the impact of cultural icons onconsumer behavior using the Barbie caselet as a base point. The students will beable to understand how cultural icons can adapt to cultural changes anddemonstrate some of the problems in cross-cultural marketing.

6.20-Session 20

Title : Consumer Decision Making Process Reflective Essay Discussion

This session will include Reflective essay discussion based on research paper

Brands to consumers-An insight consumers relationship with brands Wadera

Deepti, and will focus on the various stages in individual decision making and the

process of acceptance of new products by consumers.

Reading : Chapter 16, pages 550 559, Consumer Behaviour; Leon G. Schiffman and

Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition.

Wadera,Deepti(2012)Brands to consumers-an insight into consumers

relationship with brands,IFRSA Business Review,Vol2,Issue1,March 2012,Pg 103-110

http://www.ifrsa.org/index.php?

option=com_content&view=article&id=50&Itemid=49

Learning Outcome :

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The students will understand how consumers make decisions for different brands

based on low involvement as well as a high involvement product.

6.21-Session 21

Title : Diffusion of Innovation

Here students will be made familiar with the diffusion of innovation process.

How a consumer adopts an innovation, what are the effects that a consumers

culture have on the adoption process and what is the profile of a consumer

innovator will be studied. The variability in the rates of adoption of an innovation

by consumers in the same culture will also be analyzed.

Essential Reading : Chapter 15, pages 521 530, Consumer Behaviour; Leon G.

Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition

Learning Outcome :

By the end of this session the students will be able to understand that diffusion

and adoption process are two closely related concepts which are concerned with

the acceptance of new products by consumers.

6.22- Session 22 Project Submission& Panel Discussion6.24- Session 23,24 End Term Assessment

Assessment Plan

1. Course Participation (20%)

2. Group Project (40%)

3. End term Assessment (40%)

Course Participation

Learning Objectives Marks (20)Positive contribution to class discussion 10Ability to analyze case 5Communication skills 5

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ade Excellent Very Good Good Average Unsatisfactory Poorarning Objectives 5 4 3 2 1 0

sitive

ntribution to

ass discussion

Excellent&out of box

contributio

n to class

discussion

Very Goodcontributio

n to class

discussion

Goodcontribution

to class

discussion

Somecontributio

n to class

discussion

Not activecontribution

to class

discussion

Negativecontributio

to class

discussion

ility to analyze

se

Can

analyze

new

situation

very well

withoutguidance

Can

analyze

range of

informatio

n withoutguidance

Can

analyze

well with

guidance.

Detailed

Coverage of

obviousissues /

theory

Some

evidence

of

understan

ding

depicted

but missessubtle

point.

Some

evidence of

analysis bit

misses main

point / theory.

Little

analysis.

Fails to

identify al

points &theory

mmunication

lls

Excellent

articulation

&

persuasive

communica

tion

Very good

articulatio

n of ideas

Good

communica

tion of

ideas

Good

communic

ation of

ideas with

grammatic

al errors

Not good

communicatio

n ideas.

Language is

not clear

Cant

communic

ideas.

Frequent

errors in

grammar

pronuncia

n.

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Group Project

Guidelines for Group Project work

You are encouraged to form your own groups and the groups should be of 6-7 members.

While making a group kindly identify the skills of the individual members of the group and

use them to advantage, as well as making sure you schedule meetings that all can attend

and allocate tasks evenly among the group members. It is in your own interest to learn to

work together and to make an equal contribution to the whole project.

Title of the group project:

Study of Consumer Behavior for one of the products / services of your choice.

The group project will be evaluated on the following basis:

1. Evaluation of consumers reaction to promotional messages

2. Why consumers make the purchase decision for the product or service

3. Evolution of promotional messages / campaigns by the company over last few

years to influence consumers effectively

Above needs to incorporate concepts covered during the course like Internal & External

determinants of Consumer Behavior and Consumer Decision Making Process. The

influence on the buying behavior can be measured with the help of a survey using a

questionnaire and a group report needs to be submitted on the same. Hard copies of all

filled questionnaires need to be submitted by not later than 5 pm on 03-Aug-12.

You are encouraged to include verifiable contact information for your respondents.

Though this is not mandatory, project groups having this information on their

questionnaire will be considered favorably. Information collected from company officials

(with verifiable contact details) will also be highly favored.

Details on the project:

Different determinants of consumer behavior can be measured with the help of different

cognitive, affective and behavioral reactions of consumers and secondary research.

Project work will showcase how much knowledge students have about promotional

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campaigns and whether this knowledge can be combined with primary research and

concepts to showcase their understanding of consumer behavior. The impact of

promotional messages can be measured by knowing few of the following things: Does the

promotional message add value to consumers knowledge of brands and

products/services? What significance does a promotional message acquire in different

external settings? Does it encourage purchase decision?

A total word count for this project is no more than 2000 words. Every additional 500

words will result in deduction of 10% marks unless extra words are absolutely necessary.

For the Group Presentation, each member of the group has to contribute. In addition,

each member of the group needs to have complete understanding of the project.Anymember of the group can be asked to present any portion or answer any

specific question on project.

Plagiarism Policy:

Management education is concerned with learning and understanding as a basis for

functioning effectively and developing and extending knowledge. The appropriate way of

enhancing learning and understanding is to interpret information within your own

knowledge base and in your own words. Each year cases of plagiarism are uncovered and

dealt severely.

A coursework shall be considered plagiarized for following reasons:

Copying sections of text from books, dissertation journals, internet without

acknowledgement. Brief statements may be used in assessed coursework from these

sources but they should be fully referenced including the page number.

Paraphrasing ideas from texts without stating their origins. The use of phrases such as

"According to Mc Donald (1995)." is acceptable

Colluding with other students and submitting identical work

Copy the work of another student with or without the student's consent. To avoidanyone copying you are advised to ensure that you delete any word-processed

coursework on Institute's PCs after you have copied the work on a pen drive.

Policy for Plagiarism and Copying

1. Minor Cases or the inclusion of unacknowledged material accounting less than 20% ofthe assignment - This would result in a reduction of marks by 20%

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2. Moderate cases or the inclusion of unacknowledged material accounting for 20%-30%of the assignment - This would result in a reduction of marks by 50%.

3. Severe Cases or the inclusion of unacknowledged material accounting for over 30% of

the assignment - The student will be awarded a mark of zero.

4. Even in no-copy-paste reports, the students have to mention the references/ sources ofthe data.

5. In the absence of the references, 10% marks will be deducted.

6. Copying of answers/ assignments/ reports among friends results in awarding zero toall similar copies.

7. Questionnaires filled as part of primary research have to be genuine responses. Thereshould not be any attempt to artificially manufacture the filled questionnaires. Any

contravention to this will result in deduction of 50% marks from the project work for thegroup.

Format of Submission of Group Project work

Project work must be submitted according to the deadlines specified by the instructor at the

beginning of the module. The documents must be submitted to the instructor before 5 pm on the

day of submission. Failure to submit without good cause (illness supported by a medical certificate

or similar) will result in a zero mark.

All submissions are to be made in soft copy except the filled questionnaires.

When submitting Project work, you must include a cover page which specifies: The Title of the project

Your name / group member names

Student ID number (s)

Your section

The Module title

The name of the module instructor

Consumer Behavior Rubrics Project

Grade A B C D E FLearning Object-

ives Criteria 5 4 3 2 1 0

wareness of prac-cal aspects in thedustry

Demon-strates ex-

cellentgenuine

awareness

Appropriateand insight-ful genuineawareness

of consumer

Genuineawareness

of consumerbehaviouraspects in

Good aware-ness of con-sumer beha-

viour as-pects in the

Littleawareness

of con-sumer be-

haviour

Lacks awarenesconsumer beh

viour aspects inindustry

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of consumerbehaviouraspects in

the industry

behaviouraspects in

the industry the industry industry

aspects inthe in-

dustry

emonstrate an un-erstanding of the

asic principles andoncepts of Con-umer Behaviournd contemporaryarketing issues

Excellentappliedgrasp of

core prin-ciples, evid-

encedthrough avery wide

range of rel-evant up-

dated refer-ences. Mar-

keting sug-gestionsvery wellsubstanti-

ated.

Very goodappliedgrasp of

core prin-ciples, evid-

encedthrough a

wide rangeof relevant

updated ref-

erences.Marketing

suggestionswell sub-

stantiated.

Good ap-plied graspof core prin-ciples, evid-

encedthrough a

wide rangeof relevant

updated ref-erences.

Good con-sistency in

report.

Most coreprinciplesapplied,

evidencedthrough rel-evant refer-ences. Goodconsistency

in report.Most sug-gestions

substanti-ated.

Reason-able grasp

of coreprinciples,evidencedby use ofsome rel-evant ref-erences.Consist-

ency is de-picted in

report.Some sug-gestions

substanti-ated.

Inadequate graof core principlvery limited ran

of referencesand/or referen

of questionableevance. Little csistency in repo

nderstand the rolef Internal and Ex-ernal determinants

Consumer de-sion making

Demon-strates ex-cellent un-

derstandingof the In-ternal as

well as Ex-ternal de-terminants

in Consumerdecisionmaking

Demon-strates verygood under-standing ofthe Internal

as well asExternal de-terminants


Demon-strates goodunderstand-ing of the In-

ternal as



Demon-strates com-petent un-

derstandingof the In-ternal as



Demon-strates

reasonableunder-

standingof the In-ternal as

well as Ex-

ternal de-terminantsin Con-

sumer de-cision

making

Fails to Demo

strate an undestanding of theternal as well

External determants in Consumdecision makin

nalysis and Model-ng

Demon-strates ex-cellent &

concise ana-lysis of con-sumer data

& insights topresent fit-ting modelsutilizing con-

cepts.

Demon-strates goodanalysis ofconsumerdata & in-sights to

present apt

models util-izing con-cepts

withoutguidance.

Can collectand collateideas andinformationin a predict-

able andstandardway cover-ing con-cepts.

Some evid-ence of un-derstandingdepicted.Partially col-

lects andcollates in-formation ina structuredway.

Someevidenceof analysisbut missesimportantpoints.Can col-

late dataand ideasto a verylittle ex-tent.

Little or no analis. Fails to identikey. No organisation of ideas andformation

Written Communic-tion

Articulateand per-

suasive useof language.Consistently

Thoughtsand ideasare clearlyexpressed.

Grammar/sp

Languagemainly flu-ent. Gram-

mar/spelling

Languagemainly flu-ent but fre-quent errorsof grammar

Purposeand mean-ing some-what clearbut lan-

Purpose and meing unclear. Laguage/grammand spelling po

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accurateuse of gram-

mar/spelling

elling accur-ate and lan-

guage fluent

mainly ac-

curate or spelling

guage is

poor

tructure andresentation

Structureguides

through ar-gument.

Presentationis excellent.

Structuresupports ar-

gumentclearly.

Presentationclear and

appropriate

Structurecoherent.

Presentationgood.

Structureand present-ation satis-factory

Problemswith struc-ture andpresenta-

tionStructure unclePoorly presente

LEARNING CURRICULUM

6.1 CURRICULUM MAP: Consumer Behavior

Program Learning Outcomes

Module L1 L2 L3 L4 L5 L6 L7 L8 L9CB * * * * * * * * *

L1: An understanding of organizations, their external context and their management.L2: An awareness of current issues in business & management which is informed byresearch & practice in the field.L3: An understanding of appropriate techniques sufficient to allow investigation intorelevant business & management issues.L4: The ability to acquire & analyze data and information.L5: The ability to apply relevant knowledge to practical situation.L6: The ability to work & lead effectively in a team based environment.L7: An improvement in both oral & written communication skills.L8: Be cognizant of the impact of their individual & corporate actions on society andrecognize ethical business practices.L9: Be sensitive to the social economic and environmental responsibilities of business.

6.2 TEACHING MAP: Consumer Behavior

Module T1 T2 T3 T4 T5 T6

CB * * *

T1: LecturesT2: Seminars/TutorialsT3: Projects & PresentationT4: Case DiscussionT5: Guest Lectures/Industrial VisitsT6: Lab Sessions

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6.3 ASSESSMENT MAP: Consumer Behavior

Module A1 A2 A3 A4 A5

CB * * *

A1- Individual assignment/case study

A2- Group assignment/ project/business plan

A3- Open book examinations/ case study

A4- Closed book examinationsA5- Group Presentations

P 25 f 25

Documents

CB New Manual 2012