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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]7/29/2019 CB New Manual 2012
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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
Session 6 Internal Determinants of Consumer Behaviour
-Personality and Lifestyle
Day 3
Session 7 Internal Determinants of Consumer Behaviour
Perception
Day 4
Session 8 Internal Determinants of Consumer Behaviour
-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
Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition
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 :
Chapter 5, pages 137 146, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar
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 6, pages 173 184, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar
Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition
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:
Chapter 7, pages 221 233, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar
Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition
Chapter 3 Solomon Michael R. Consumer Behavior, Pearson Education Inc,
Special Asian Edition, 9th Edition
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.
Learning outcome from the case:
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 :
Chapter 8, pages 261 270, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar
Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition
Chapter 7 Solomon Michael R. Consumer Behavior, Pearson Education Inc,
Special Asian Edition, 9th Edition
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
Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition
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?
Questions for class discussion:
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 :
Chapter 10, pages 333 340, Consumer Behaviour; Leon G. Schiffman and Leslie
Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition
Chapter 10 Solomon Michael R. Consumer Behavior, Pearson Education Inc,
Special Asian Edition, 9th Edition
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 :
Chapter 10, pages 347 357, Consumer Behaviour; Leon G. Schiffman and Leslie
Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition
Chapter 11 Solomon Michael R. Consumer Behavior, Pearson Education Inc,
Special Asian Edition, 9th Edition
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.
Questions for class discussion:
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
Learning outcome from the case:
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
Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition
Chapter 13 Solomon Michael R. Consumer Behavior, Pearson Education Inc,
Special Asian Edition, 9th Edition
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.
Questions for class discussion:
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?
Learning outcome from the case:
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
in Consumerdecisionmaking
Demon-strates goodunderstand-ing of the In-
ternal as
well as Ex-ternal de-terminants
in Consumerdecisionmaking
Demon-strates com-petent un-
derstandingof the In-ternal as
well as Ex-ternal de-terminants
in Consumerdecisionmaking
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