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Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Consumer Behaviour
Revision
Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Why Consumer Behaviour
• Conceptualize• Meet challenges• Make changes• Add value• Create wealth
Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Elements
• Social• Changing Family• Socialization• Socialization Process• Family Decision Making• Family Life cycle• Social Class• Social Status
• Psychological• Consumer Motivation• Personality &
Consumer Behaviour• Consumer Perception• Consumer Learning• Consumer Attitude
Formation
Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Changing Family
Nuclear Family Extended Family Joint Family
Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Psychological Factors
Motivation
Need Goal
Motives
Acquired
Innate
Rational Emotional
Generic
Product Specific
Defense Mechanism
Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Personality
Theories of Personality
Freudian Theory Neo-Freudian Theory
Trait Theory
Id
Super Ego
Ego
Psychoanalytical Theory
Sexual urgeSocial Relationship
Carl Jung Alfred
AdlerKaren
Horney
Culture
Psychosocial IndividualPsychology
Trait
Dogmatism
Materialism Ethnocentrism
Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Perception
Elements
Sensation Absolute Threshold
DifferentialThreshold
Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Learning
Components
Motivation Cue
Reinforcement Response
Theories
Classical Conditioning
Instrumental Conditioning
Dog Bell Theory Trial & Error Method
Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Attitude
Theories
Tri-component Attitude Model Multi-attribute Attitude Model
Theory of trying to consume modelAttitude toward the ad model
Attitude Towards Object Model
Attitude Towards Behavior Model
Theory of Reasoned Action
Model
Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Question Paper Pattern
• Part I- Case Study…….. 20 Marks• Part II- Questions (Concept testing & application oriented) :
Out of 5 any 4……….10 Marks each
Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Case Study Analysis
Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Case Summary
i. List out 10-15 key points.
ii. It should consist the root problem
Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Assumptions
• Enlist the required assumptions to figure out available alternatives
Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Observations
• Qualitative observations of case study with respect to the identified problem or opportunity
• Tracking the quantitative data available in the case
Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Conceptual Base
• Identification of related concepts, theories or model for technical and practical analysis of given problem
Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Steps in Doing Case Analyses1. Identify dimension of problem or
opportunity2. What caused problem/opportunity to
exist?3. Possible solutions to the problem
4. What is the “best” solution and why?Frame prescription options
Diagnose
Describe
Prescribe
Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Learning
• Decision making• Do’s & Don'ts with regard to future decisions• Suggestions
Consumer Behaviour MMM Sem IV Prof. Krupa Rai
Before accomplishing anything, be confident enough to say, if I can’t
then who else can do; once you achieve be humble enough to say, when I can, why can’t other do!!
Unknown
THANK YOU SO MUCH for your support &
cooperation….
