CONSUMER BEHAVIOR COURSE CASE MAP

Case Mapping for

CONSUMER BEHAVIORby Leon G Schiffman | Leslie Lazar Kanuk

S Ramesh Kumar th

10 Edition, Pearson Educationwww.etcases.com

CONSUMERBEHAVIOR

Course Case Map for

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Must-Read Articles / Background Notes’ Inventory

The Future Shopper - The Futures Company And Kantar Retail (WPP, 2013)

Neuro Economics: Science Or Science Fiction? - Jim Heskett (HBS Working Knowledge, 2007)

When Product Variety Backfires - Poping Lin (HBS Working Knowledge, 2005)

How To Delight Your Customers - Barry Berman (California Management Review, Fall 2005)

Implicit Predictors Of Consumer Behaviour - Nanci M. Puccinelli (HBS Note, 2001)

Symbols For Sale - Sydney J. Levy (HBR, 1957)

Why Do Outlet Stores Exist? - Michael Blanding (HBS Working Knowledge, 2014)

The Vector Hypothesis Of Consumer Behaviour - Warren J. Bilkey (The Journal Of Marketing, October 1951)

Motivation, Cognition, Learning – Basic Factors In Consumer Behaviour - James A. Bayton (The Journal Of Marketing, January 1958)

Uses Of Sociology In Studying ''Consumption” Behaviour - Charles Y. Glock And Francesco M.Nicosia (Journal Of Marketing, July 1964)

Probabilistic Models Of Consumer Buying Behaviour - Alfred A. Kuehn And Ralph L.Day (Journal Of Marketing, October, 1964)

Can Attitude Measurement Predict Consumer Behaviour - Jon G. Udell (The Journal Of Marketing, October 1965)

A Mathematical Model For Consumer Behaviour - Benjamin Lipstein (Journal Of Marketing Research, Vol. II (August, 1965), Pp. 259-265)

Consumer Self-Concept, Symbolism And Market Behaviour: A Theoretical Approach - Edward D. Grubb And Harrison L. Grathwohl, (Journal Of Marketing, October 1967)

Can Cognitive Dissonance Theory Explain Consumer Behaviour - Sadomi Oshikawa (The Journal Of Marketing, October 1969)

The Role Of Risk In Consumer Behaviour - James W. Taylor (Journal Of Marketing, April 1974)

Cognitive Dissonance And Consumer Behaviour: A Review Of The Evidence - William H. Cummings And M.Venkatesan (Journal Of Marketing Research Vol. XIII (August 1976), 303-8)

Use Strategic Models To Predict Consumer Behaviour - David E. Schnedler (Sloan Management Review, Spring 1996)

Kernels Of Truth About Marketing To Women (Knowledge@Wharton, 2000)

Uncovering Patterns In Cyber Shopping - Wendy W.Moe And Peter S. Fader (California Management Review, Summer 2001)

Pricing And The Psychology Of Consumption - John Gourville And Dilip Soman (HBR, September 2002)

The Customer Has Escaped - Paul F. Nunes And Frank V. Cespedes (HBR, November 2003)

Why Consumers Don’t Buy: The Psychology Of New Product Adoption - John T. Gourville (HBS Note, 2003)

Is Less Becoming More? - James Heskett (HBS Working Knowledge, 2005)

Rediscovering Marketing Segmentation - Daniel Yankelovich And David Meer (HBR, February 2006)

What Customers Want From Your Products - Clayton M. Christensen, Scott Cook, And Taddy Hall (HBS Working Knowledge, 2006)

The New Indian Consumer - Ashok Gopal And Rajesh Srinivasan (HBR, October 2006)

What Happens When The Economics Of Scarcity Meets The Economics Of Abundance? - James Heskett, (HBS Working Knowledge, 2006)

How To Be A Customer - John Quelch (HBS Working Knowledge, 2007)

‘Men Buy, Women Shop’: The Sexes Have Different Priorities When Walking Down The Aisles (Knowledge@Wharton, 2007)

Companies And Customers Who Hate Them - Gail McGovern And Youngme Moon (HBR, June 2007)

Understanding The ‘Want’ Vs. ’Should’ Decision - Sarah Jane Gilbert (HBS Working Knowledge, 2007)

Extremeness Seeking: When And Why Consumers Prefer The Extremes - John T. Gourville And Dilip Soman (HBS Working Knowledge, 2007)

The Next Marketing Challenge: Selling To ’Simplifiers’ - John Quelch (HBS Working Knowledge, 2008)

Long-Tail Economics? Give Me Blockbusters! - John Quelch (HBS Working Knowledge, 2008)

The ‘Luxury Prime’: How Luxury Changes People - Sarah Jane Gilbert (HBS Working Knowledge, 2010)

The Future Of Shopping - Darrell Rigby (HBR, December 2011)

Emotional Cues That Work Magic On Customers - Eduardo B.Andrade And Mario Capizzani (HBR, Expert Insight, 2011)

Clay Christensen’s Milkshake Marketing - Carmen Nobel (HBS Working Knowledge, 2011)

What Neuroscience Tells Us About Consumer Desire - Carmen Nobel (HBS Working Knowledge, 2012)

To Buy Happiness, Spend Money On Other People - Carmen Nobel (HBS Working Knowledge ( VIDEO), 2013)

The Art And Science Of Sound: How Music Influences Consumers (Knowledge@Wharton, 2014)

How Our Brain Determines If The Product Is Worth The Price - Carmen Nobel (HBS Working Knowledge, 2014)

CONSUMER BEHAVIORCourse Case Map for

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Widely-used Books for Consumer Behavior

Why We Buy:

The Science of

Shopping

by Paco Underhill,

Rick Adamson

Buyology:

Truth and Lies

About Why We Buy

by Paco Underhill,

Martin Lindstrom

How Customers Think:

Essential Insights into

the Mind of the

Market

by Zaltman

Spent: Sex,

Evolution, and

Consumer Behavior

by Geoffrey Miller

Why People Buy Things

They Don't Need

by Pamela Danziger

Shiny Objects:

Why We Spend Money

We Don't Have in

Search of Happiness

We Can't Buy

by James A. Roberts

Consumerology:

The Myth of Market

Research, the Truth

About Consumers

and the Psychology

of Shopping

by Philip Graves

Cracking the Code:

Leveraging Consumer

Psychology to Drive

Profitability

by

Why She Buys:

The New Strategy

for Reaching the

World’s Most Powerful

Consumers

by Bridget Brennan

Sway: The Irresistible

Pull of Irrational

Behavior

by Ori Brafman,

Rom Brafman

The Art of Choosing

by

Sheena Iyengar

Buying In:

What We Buy

and Who We Are

by Rob Walker

Call of the Mall:

The Geography of

Shopping by the

Author of

Why We Buy

by Paco Underhill

Decoding the

New Consumer Mind:

How and Why

We Shop and Buy

by Kit Yarrow

Born to Buy:

A Groundbreaking

Exposé of a Marketing

Culture That Makes

Children "Believe

They Are What They

Own." (USA Today)

by Juliet B. Schor

All the Money

in the World:

What the Happiest

People Know

About Wealth

by Laura Vanderkam


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Hollywood Classics

What Women Want Minority Report Jobs

Tin Men The Prime Gig The Pursuit of Happyness


Cadillac Man Good Will Hunting Touching the Void

The Sandlot Confessions of a Shopaholic

List of Mapped ET Cases’ Case Studies for Consumer Behavior

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S.No. Chapter Case Study/ Key Concepts Case Flyer/Case Brief

1 Chapter I: Consumer A Lifetime in a Decade Consumer Behavior and Shifts in Consumer Behavior; Consumer Behavior: Meeting Behavior and Indian Consumer; Consumer Behavior and Paradigm Changes and Shifts; Market Manifestations; Consumer Behavior and Millennials; Challenges Consumer Behavior and Social Networks; Indian Consumer Market

2 Chapter II: Consumer Behavior@ Consumer Research; Consumer Research and Consumer behavior; The Consumer Airport Retail Outlets: Consumer Research for Airport Retail; Consumer Research and Research Process Vineet Verma’s Quantitative research; Consumer Research and Qualitative research; Consumer Research Consumer behavior at airports; Consumer behavior at Indian Dilemmas airports; Consumer Research for retailing

3 Chapter III: Market Customer Experience Customer Experience; Customer Experience and Brand Experience; Segmentation as Segmentation Basis: Customer Experience and Segmentation; Customer Experience as and Strategic The ‘Luxury’ in Segmentation Basis; Customer Experience and Price Pyramid; Targeting Question Customer Experience and Differentiation; Customer Loyalty

4 Chapter IV: Customer Experience Consumer Motives and Experience; Consumer Motives and Consumer @ Shopping Malls: Motivation; Consumer Motives and Needs; Consumer Needs; Motivation Influencing Customer Customer Experience; Consumer Motives and Shopping Malls; Motives and Needs Consumer Motives and Maslow's Hierarchy of Needs

5 Chapter V: Chandni Chowk and Consumer Personality & Freudian, Neo-Freudian and Trait Theories; Personality and Consumer Personality Legacy Shopping destinations; Brick and Mortar stores; e-commerce; Understanding Consumer Personality & Ethnocentrism, Cosmopolitanism; Consumer Consumer Personality & Dogmatism, OSL, Social Character; Behavior Consumer Personality & Selling Techniques; Brand Personality

6 Chapter V & Chapter VIII: Visualizers’ vs Visualizers and Verbalizers; Consumer Personality; Consumer Verbalizers Consumers’ Attitudes; Consumer Personality and Motivation; Consumer Cognition and Personality and Cognition; Learning; Visualizers and Verbalizers; Marketers Conviction Consumer Personality and Tri-Component-Attitude Model

7 Chapter VI: Jockey – Product Product Positioning; Positioning and Consumer Perception; Product Consumer Positioning Strategies Positioning and Consumer Imagery; Product Attributes; Product Perception Positioning models; Strategic Positioning; Integrated Marketing; Omni channel Marketing; Competitive Advantage

8 Chapter VII: KFC India – Relishing Consumer Learning; Behavioral Learning; Brand Equity; Brand Consumer on Consumer Learning? Loyalty; Cognitive Learning; Information Processing; Instrumental Learning Conditioning; Reinforcement- Positive & Negative; Sensory Stores; Cues; Response; Stimulus Response Learning; Tri-Component Model; Chunking; Retrieval

9 Chapter VIII: Consumer Reviews and Consumer Reviews and Consumer Behaviour; Consumer Attitudes; Consumer Consumer Attitudes: Consumer Reviews and Tri-Component Attitude Model; Multi Attitude Honest Feedback and Attribute Attitude Model; Trying-to-Consume Model; Consumer Formation and Confused Behaviour? Reviews and Attitude-Toward-the-Ad Model; Consumer Reviews Change and Social Media

10 Chapter IX: Hindustan Unilever's Advertising; Communication and Hindustan Unilever Limited; Communication Kan Khajura Tesan: Communication and rural consumers; Communication and and Consumer 'On-Demand' entertainment content; Communication and media dark regions; Behavior Consumer Communication and cultural relevance; Communication and price Communication sensitive consumers

S.No. Chapter Case Study/ Key Concepts Case Flyer/Case Brief

11 Chapter IX: Colgate's SlimSoft Buzz Marketing and Consumer Behavior; Buzz Marketing and Communication Charcoal Toothbrush Communication; Viral Marketing; Word of Mouth Marketing; and Consumer in India: Bristling with Brand Communities; Buzz Marketing in India; Integrated Marketing Behavior Buzz Marketing Communication; Buzz Marketing and Opinion Leaders

12 Chapter IX: Communication and Advertising Appeals and Consumer Behavior; Abrasive Advertising; Communication Advertising Appeals: Consumer Communication; Customer value proposition; and Consumer Consumer Advertising Appeals and Celebrities; Visualizers and Verbalizers; Behavior (Dis)Connect? Advertising Appeals and Benefits of a Brand's Value Proposition

13 Chapter IX: DBS Bank's Chilli Communication and Consumer Behavior; Communication and the Communication Paneer Campaign: Channels of Communication; Communication and Target Consumers; and Consumer Communicating with Communication and Digital Media; Social Media; New Media; Behavior Conversation Starters Communication and Emotional Resonance

14 Chapter X: Ariel India’s Share the Husband-Wife Decision Making; Husband-Wife Decision Making and The Family Load Campaign: Social Class; Husband-Wife Decision Making and the Family; and Social Class Influencing Husband-Wife Decision Making and Indian Family; Family Life Cycle Husband-Wife Spousal Joint Purchase Decision Matrix Model; Family Decision Decision-Making? Making; Husband-Wife Decision and Share the Load Campaign

15 Chapter XI: Influence Indian Weddings: Influence Of Culture On Consumer Behavior; 3 Levels Of Subjective of Culture on Cultural Canopies? Culture; Enculturation; Acculturation; Indian Weddings; Cross Consumer Cultural Marriages; Language & Symbols; Rituals; Cultural Customs; Behavior Beliefs; Bollywood and Indian Weddings

16 Chapter XI: Influence The Indian ‘Consumer’ Consumer Behavior and Consumer Markets; Indian Consumer; of Culture on Market: Deprived to Indian Consumer Markets; Consumer Behavior and Millennials; Consumer Democratic? Consumer Behavior Motivation; Consumer Behavior and Lavidge and Behavior Steiner's Model; Consumer Behavior and 4Ps of Marketing

17 Chapter XII: Chinese Mobile Brands Cross-Cultural Consumer Behavior; Cross-Cultural Consumer Behavior Cross-Cultural and Cross-Cultural and Acculturation; Cross-Cultural Consumer Behavior and Chinese Consumer Consumer Behavior Brands; Cross-Cultural Consumer Behavior and Made in China; Cross- Behavior: An Cultural Consumer Behavior and Communication Strategies; Cross- International Cultural Consumer Behavior and World Brands; Cross-Cultural Perspective Consumer Behavior and Country of Origin Effects

18 Chapter XIII: Hector Beverages’ Innovation Diffusion; Innovation Diffusion and Culture; Innovation Consumers and Paper Boat: Diffusing Diffusion and Communication Channels; Innovation Diffusion and the Diffusion of Innovation through Social System; Adoption Process; Paper Boat; Strategic Positioning; Innovations “Drinks and Memories” Innovation Diffusion and Category Creators

19 Chapter XIV: Godrej Expert Range Consumer Decision-making; Decision-making Levels; Consumer of Hair Colors: Indian Maslow's Hierarchy of Needs; 4 views of Consumer Decision-making; Decision Making Consumers’ Dyeing Model of Consumer Decision-making; The Role of Needs and Style; and Beyond Decisions Hair Dyeing Products in India; Hair Dyeing Brands in India; 5Ps of Godrej Expert Rich Hair Crème; Hair Color Market in India

20 Chapter XV: Indian Advertisements, Marketing Ethics and Social Responsibility; Manipulating Consumers; Marketing Ethics Indian Consumers and False or Misleading Advertisements; Exploitive Targeting; and Social Ethical Conundrum: The perils of Consumers Precision Targeting; Covert Marketing; Responsibility Confusopoly? Tinkering with Consumer Perceptions; Cause Related Marketing; Marketing Ethics and Social Responsibility and Consumer Ethics


www.etcases.comCourse Case Map for

6

A Lifetime in a Decade

Mapping for Chapter I:

Consumer Behavior: Meeting Changes and Challenges CASE FLYER1S.No.

Mapping for Chapter II:

The Consumer Research Process CASE STUDY2S.No.

Abstract:

This case flyer, based on the accompanying article from The Economic Times, enables a discussion on a

few defining paradigm shifts in Indian consumer behavior over the last decade. What differentiates the

Indian consumer of 2014 from the Indian consumer of 2005? Largely the transformation was all about the

Indian consumer being a market maker than a market taker. The Indian consumer has been empowered to

be a market maker with heightened global integration, ubiquitous technology, emboldened social

networks and the resulting new discourse on lifestyles and self-embellishments. Not just that a consumer

is empowered but he is empowering others over the powerful social, digital and mobile platforms.

Enriched with instantaneous information, the ever-discerning consumer has become even more

demanding. How should marketers gear up to stand up and deliver to the intriguing Indian consumer?

Pedagogical Objectives

To understand some of the most defining characteristics of Indian consumers over the last decade (2005-2014) and

most importantly, examine the market manifestations of the same

To discuss and debate on the implications of these paradigms for the marketers and to identify the marketersʼ

responses

To examine the role of millennials in setting new marketing agendas

Chapter Reading/Background Material:

Delshad Irani, “The millennial paradox: How to deal with a generation packed with contradictions”,

http://articles.economictimes.indiatimes.com/2013-12-11/news/45080590_1_millennial-gen-y-tough-nut,

December 11th 2013 (accessed date: March 3rd 2015)

Gurcharan Das, India Unbound: From Independence to Global Information Age, Penguin India, 2012

Rama Bijapurkar, We are Like That Only: Understanding the Logic of Consumer India, Penguin Group, 2009

Damodar Mall, SUPERMARKETWALA: Secrets to Winning Consumer India, Random House, 2014

Santosh Desai, Mother Pious Lady - Making Sense of Everyday India, HarperCollins India, 2014

Rama Bijapurkar, A NEVER-BEFORE WORLD: Tracking the Evolution of Consumer India, Penguin Books India,

2013

Key Concepts/Keywords

Consumer Behavior and Shifts in Consumer Behavior; Consumer Behavior and Indian Consumer; Consumer Behavior

and Paradigm Shifts; Consumer Behavior and Market Manifestations; Consumer Behavior and Millennials; Consumer

Behavior and Social Networks; Consumer Behavior and Indian Consumer Market

Consumer Behavior@Airport Retail Outlets:

Vineet Vermaʼs Consumer Research Dilemmas

Abstract:

How can Consumer Research process be used to aid decision-making? How to connect the consumer

research process with business dilemmas? Presented through, a first generation successful entrepreneur,

Mr.Vineet Vermaʼs (Vineet) dilemmas, this case study can be used very effectively to sensitize the

participants/students to connect consumer research process with Vineetʼs business dilemmas.

While seemingly convinced by the retailing potential of his ethnic food retail outlet in Hyderabad

International Airport (HIA), Vineet was unsure of the preferred business architecture –place, price points,

packaging sizes and types, etc. Given the dynamics of the potential growth of air traffic in India, and

increasing airport retailing in India, would an ethnic food retail outlet stand a fair chance of success? How

to define the research objective and design the appropriate consumer research process to address

Vineetʼs business dilemmas outlined in the case study? Which kind of research techniques Qualitative or

Quantitative would be appropriate to take a decision?


Consumer Research; Consumer Research and Consumer behavior; Consumer Research for Airport Retail; Consumer

Research and Quantitative research; Consumer Research and Qualitative research; Consumer behavior at airports;

Consumer behavior at Indian airports; Consumer Research for retailing


Leon G. Schiffman, et al., Chapter II: “The Consumer Research Process”- Consumer Behavior, Pearson Publications

10th Edition, 2010

“Traveller Behaviour in India”, www.adnear.com/pdf/insights-on-air-travellers-India.php, 2012–2013

Alka Sharma and Ankita Nanda, “Impulse buying at airport terminals: A case of Indian consumers”, Asian

Journal of Management Research, ISSN 2229 – 3795, Volume 3, Issue 1, 2012


To identify the relevant and appropriate consumer research technique/tool with the given business requirement

To sensitize the criticality of defining a research objective and understanding its efficacy in resolving research

dilemmas

To familiarize with designing an elaborate consumer research process to address business dilemmas

CONSUMER BEHAVIOR


7

Customer Experience as Segmentation Basis:

The ‘Luxuryʼ in Question

Mapping for Chapter III:

Market Segmentation and Strategic Targeting CASE STUDY3S.No.

Mapping for Chapter IV:

Consumer Motivation CASE FLYER4S.No.

Abstract:

This Case Study is meant to trigger a discussion on whether customer experience (brand experience) can

be considered as a segmentation basis? With intense competition among the organized players in every

industry (especially B2C and C2C Categories) along with the ever-increasing competition from

unorganized players with ever-discerning and demanding consumers, the marketers face a daunting task

to differentiate their products/services. Presented in a dialogue (between participants of an MBA and

Executive MBA program) format, this case study, presupposing a basic understanding of traditional

segmentation bases (Demographic, Psychographic, Geographic, Behavioral including VALS & PRIZM

models, etc.), attempts to contest the idea of customer experience as a new segmentation basis. What

kind of companies should attempt to adopt customer experience as a segmentation basis? How should

customer experience be designed and delivered? Would customer experience as a segmentation basis be

more pertinent to the ‘Luxuryʼ segment than other segments?


To revisit and review the relevance of market segmentation bases (Demographic, Geographic, Psychographic and

Behavioral including VALS & PRIZM) in the light of intense competition between companies of an industry and

rivalry from private labels as well as unorganized sector players

To analyze and debate on what kind of companies/industries this customer experience can be a deliverable

segmentation basis

To discuss and debate the possibility and scope of designing and delivering customer experience across the price

pyramid for a product line


Leon G. Schiffman, et al., “Market Segmentation and Strategic Targeting”, Consumer Behavior, 10th Edition,

Pearson Publications, 2010

B. Joseph Pine II and James H. Gilmore, “Welcome to the Experience Economy”, Harvard Business Review, July-

August 1998

Theodore Kinni, “What Experience Would You Like with That?”, Strategy + Business, Booz & Co., August 24th

2010

”Customer Centric Retailing – Now You Know What Your Customers Really Want”, Roland Berger Strategy

Consultants, 2010

Bruce D. Temkin, “The Customer Experience Journey”, Forrester Research Inc., September 17th 2008

Alex Rawson, et al., “The Truth About Customer Experience”, Harvard Business Review, September 2013

John DeVine and Keith Gilson, “Using Behavioral Science To Improve The Customer Experience”, McKinsey

Quarterly, February 2010


Customer Experience; Customer Experience and Brand Experience; Customer Experience and Segmentation; Customer

Experience as Segmentation Basis; Customer Experience and Price Pyramid; Customer Experience and Differentiation;

Customer Experience and Customer Loyalty

Customer Experience @ Shopping Malls:

Influencing Customer Motives and Needs

Abstract:

This case flyer is based on an article from The Economic Times and enables a discussion on whether and

how shopping malls influence consumer motives and needs. While e-commerce growth (as

demonstrated by a number of firms and y-o-y growth figures of Flipkart, Snapdeal, Jabong, etc.) indicates

the macro trends of consumer buying preferences, shopping malls woke up to considerably reduced

number of shoppers. Having made huge investments, shopping malls are pulling out every stop to

rechristen customer experience to engage with the discerning and demanding Indian consumers. Having

been exposed to lucrative and compelling online offers and exotic customer experience, offline (at

shopping malls) consumers are fed with several extrinsic motive to oscillate on their preferences, who

would have the last laugh?


Consumer Motives and Experience; Consumer Motives and Motivation; Consumer Motives and Needs; Consumer

Motives and Customer Experience; Consumer Motives and Shopping Malls ; Consumer Motives and Consumer Needs;

Consumer Motives and Maslow's Hierarchy of Needs


B. Joseph Pine I and James H. Gilmore, “Welcome to the Experience Economy”, Harvard Business Review, July-

August 1998

Christopher Meyer and Andre Schwager, “Understanding Customer Experience”, Harvard Business Review,

February 2007

Alex Rawson, et al., “The Truth About Customer Experience”, Harvard Business Review, September 2013

“Mall Management - A Growing Phenomenon in Indian Retail Industry”, http://www.magicbricks.com/

mbimages/appimages/MallMgt-low.pdf, 2007

Rohit Chadha, “Mall Strategies for Establishing Successful World Class Malls”, http://www.cedar-

consulting.com/pdf/Mall%20Strategies.pdf


To examine whether and how shopping malls influence consumer motives and needs

To discuss and debate on how the straddling consumersʼ(straddling between online and offline) extrinsic motives

get influenced and shaped by malls and online stores

To have an overview of the business architecture of shopping malls and the imminent threat of burgeoning e-

commerce activity

CONSUMER BEHAVIOR


8

Chandni Chowk and Consumer Personality

Mapping for Chapter V:

Personality and Understanding Consumer Behavior CASE FLYER5S.No.

Mapping for Chapter V: Personality and Understanding ... &

Chapter VIII: Consumer Attitude Formation and Change CASELET6S.No.

Abstract:

This Case Flyer and the base article can be used to relate the underlying theoretical constructs of

personality and self-conceptare to consumer behavior at some of Indiaʼs oldest retail and wholesale

marketplaces. Touted as poor manʼs shopping destinations existing over centuries, these shopping

destinations continue to attract consumers from the entire economic and social milieus. Despite the

growing popularity of high-street shops, high-end shopping malls, ubiquitous presence of e-commerce

companies attracting consumers in groups, etc., the traditional shopping destinations continue to draw

crowds especially during festive seasons. Are the theories of personality (Freudian, Neo-Freudian and

Trait theories) related in some manner with the consumer behavior at the traditional brick-and-mortar

and legacy shopping destinations? This case flyer also enables to identify the kind of traits these

customers exhibit, to gain an understanding of which might help the marketers to attract appropriate

customers?


To have an overview of the efficacy of personality theories (including Trait theory) to understand the relationship

between personality and consumer behavior in the light of consumers at some of Indiaʼs oldest marketplaces

To discuss and debate on the factors contributing to the continuing success of some of Indiaʼs oldest wholesale

marketplaces, brick-and-mortar marketplaces vis-à-vis the emergent high-end shopping malls and high-street

shops

To discuss and debate on the relationship between consumer personality and Brand personality


Leon G. Schiffman, et al., “Chapter 5: Personality and Consumer “Behavior”, Consumer Behavior, 10th Edition,


Sumitra Nair, “Top 10 Places for Street Shopping in India”, http://idiva.com/photogallery-style-beauty/top-10-

places-for-street-shopping-in-india/15951/11, September 19th 2012 (accessed date: November 4th 2014)

Visiting an old market place as well as high-end shopping mall and high-street store is mandatory to understand the

differences between these two kinds of shopping centres and most importantly to delve into the underlying motives

of the same


Consumer Personality & Freudian, Neo-Freudian and Trait Theories; Consumer Personality & Legacy Shopping

destinations; Consumer Personality & Brick and Mortar stores ; Consumer Personality & e- commerce; Consumer

Personality & Ethnocentrism, Cosmopolitanism; Consumer Personality & Dogmatism, OSL, Social Character; Consumer

Personality & Selling Techniques; Consumer Personality & Brand Personality

Visualizers vs Verbalizers:

Consumersʼ Cognition and Marketersʼ Conviction

Abstract:

This caselet, based on an exercise format, would be useful in building on the theoretical constructs of

consumer personality. Specifically this caselet can be used to analyze the importance and behavioral

connotations (cognitive personality factors) of visualizers and verbalizers. While visualizers and

verbalizers process the information in different ways, what are the underlying cognitive factors? How can

Tri-Component-Attitude Model (Beliefs-Affect-Behavioral Intentions) help in understanding the

underlying cognitive factors of the way the consumers process information? How should marketers

interpret the differences between visualizers and verbalizers from the point of their marketing

communications?


Visualizers and Verbalizers; Consumer Personality; Consumer Personality and Consumer Attitudes; Consumer

Personality and Motivation; Consumer Personality and Cognition; Consumer Personality and Learning; Consumer

Personality and Tri-Component-Attitude Model; Consumer Personality, Visualizers and Verbalizers


Leon G. Schiffman, et al., “Personality and understanding Consumer Behavior”, Consumer Behavior, 10th

Edition, Pearson Publications, 2010

Leon G. Schiffman, et al., “Consumer Attitude Formation and Change”, Consumer Behavior, 10th Edition,


Andrew L.Mendelson and Esther Thorson, “How Verbalizers and Visualizers Process the Newspaper

Environment”, Journal of Communication, International Communication Association, 2004

Maria Kozhevnikov, et al., “Revising the Visualizer–Verbalizer Dimension: Evidence for Two Types of

Visualizers”, Cognition and Instruction, Taylor & Francis, Ltd., Volume 20, No.1, 2002

Laura J. Massa, et al., “Testing the ATI hypothesis: Should multimedia instruction accommodate verbalizer-

visualizer cognitive style?”, Science Direct, http://citeseerx.ist.psu.edu/viewdoc/download?doi=

10.1.1.363.5135&rep=rep1&type=pdf, 2006


To understand the importance of cognitive personal factors in a consumerʼs buying decision process and discuss on

how Motivation-Cognition-Learning framework is embedded into consumersʼ cognitive process

To examine how visualizers and verbalizers process the communication to make an appropriate buying decision,

using Tri-Component-Attitude Model

CONSUMER BEHAVIOR


9

Jockey – Product Positioning Strategies

Mapping for Chapter VI:

Consumer Perception CASE FLYER7S.No.

Mapping for Chapter VII:

Consumer Learning CASE STUDY8S.No.

Abstract:

This case flyer and the base article can be used for understanding the context of developing sustainable

product positioning strategies. The case flyer highlights how the worldclass innerwear brand, Jockey

adhered to its product positioning strategy over the years and yet continues to dominate its product

category. Page Industryʼs (licensee and franchisee) Jockey brand continues to be the market leader in the

innerwear product category with its product-focused positioning strategies over the decades. The

innerwear segment in India is cluttered and most of the time, the mens innerwear positioning had

revolved around the overt machismo (often endorsed by Bollywood film stars and positioned to invoke

‘sex appealʼ). While other brands largely portrayed innerwear as a ‘seduction accessory ,̓ Jockey braved

the head winds and adhered to its unique positioning, ‘Jockey or Nothing .̓ How did Jockey sustain its

winning streak to stay relevant? How did it reinvent itself with the same positioning strategy over the

decades?


To understand the relationship between positioning strategy and consumer imagery (i.e., how positioning

statements influence consumer imagery) and discuss on the positioning platforms in innerwear product category

vis-à-vis other product categories

To understand how the innerwear brand, Jockey (through its Indian franchisee Page Industries India Limited), stayed

relevant over the decades with its focused product-specific positioning in its product category without having any

borrowed brand equity (through brand endorsers)

To analyse the desirability of strategic fit between positioning, distribution network and marketing communication

in the light of Jockeyʼs sustained product-focused positioning strategy


Leon G. Schiffman, et al., “Consumer Perception”, Consumer Behavior, 10th Edition, Pearson Publications, 2010

Advertisements of Jockey Brand – Watch Jockeyʼs advertisements across the media – Print, Digital and OOH


Product Positioning; Positioning and Consumer Perception; Product Positioning and Consumer Imagery; Product

Positioning and Product Attributes; Product Positioning models; Product Positioning and Strategic Positioning; Product

Positioning and Integrated Marketing; Product Positioning and Omni channel Marketing; Product Positioning and

Competitive Advantage

KFC India – Relishing on Consumer Learning?

Abstract:

This case study aims to introduce the students/participants to the process of consumer learning and to

understand its implications on consumption behavior. It studies how consumers responded to KFCʼs

differentiated marketing strategies thereby developing and retaining brand loyalty. By observing and

gauging consumer responses, KFC came out with unique menu offerings. KFC began as a road side eatery

joint to being ranked second amongst the Top 10 Global Food Brands listed in Forbes. Will KFC be able to

effectively influence consumer decision-making and tickle the Indian palate? Having learnt the changes in

consumer behavior, can these factors be used to influence the buying traits of the consumers in the long

run?


Consumer Learning; Behavioral Learning; Brand Equity; Brand Loyalty; Cognitive Learning; Information Processing;

Instrumental Conditioning; Reinforcement- Positive & Negative ; Sensory Stores; Cues; Response; Stimulus Response

Learning; Tri-Component Model; Chunking; Retrieval


Leon G. Schiffman, et al., “Consumer Learning”, Consumer Behavior,10th Edition, Pearson Education, Inc., 2010

“KFCʼs Great Divide”, https://www.youtube.com/watch?v=fpPXdw8uYmY, April 29th 2014

“Social Media Case Study: How KFC India Boosted its Social Media Presence”, https://www.youtube.com/

watch?v=lZsVORnp0kI, January 2nd 2014

“Radio KFC RJ Hunt Facebook App - Case Study Video”, https://vimeo.com/74379122, September 12th 2013

“KFC Currycature”, https://www.youtube.com/watch?v=q96ftbETlSk, September 12th 2013

The thinker and The Shopper: Four Ways Cognitive Technologies Can Add Value To Consumer Products,

Deloitte University Press, 2015

“Made for India: Succeeding in a Market Where One Size Wonʼt Fit All”, http://knowledge.wharton.upenn.edu/

article/made-for-india-succeeding-in-a-market-where-one-size-wont-fit-all/, March 12th 2009

Elizabeth Friend, “Third-Ranked KFC is Winning the Fast Food Battle in India – For Now”,

http://blog.euromonitor.com/2013/12/third-ranked-kfc-is-winning-the-fast-food-battle-in-india-for-now.html,

December 24th 2013


To understand the relationship between how an individual/consumer learns and the expected consumer behavior

To examine the differences between behavioral learning and cognitive learning and to analyze the operation of the

same in case of KFC Indiaʼs consumers

To discuss and debate on the possible consumer learning outcomes and conceptualize the same for KFC India

CONSUMER BEHAVIOR


10

Consumer Reviews and Consumer Attitudes:

Honest Feedback and Confused Behavior?

Mapping for Chapter VIII:

Consumer Attitude Formation and Change CASE STUDY9S.No.

Mapping for Chapter IX:

Communication and Consumer Behavior CASE STUDY10S.No.

Abstract:

This case studyʼs objective is to assess whether and how online consumer reviews affect consumersʼ

attitudes. Presented through the dilemmas of the protagonists of the case study – Sumanth and Geeta –

this case study outlines, based on research reports, several reasons as to why consumer reviews became

quite ubiquitous, especially in the digital age. However, with fake reviews and ‘paidʼ reviews, how would a

consumer sieve the information? Would consumersʼ attitudes swing based on consumer reviews – either

positive or negative? For what kind of product/service categories, online consumer reviews would make a

significant difference?


To understand the importance and intensity of online consumer reviews and debate on the efficacy and objectivity of

online consumer reviews

To examine if and how online consumer reviews influence consumer attitude formation and debate whether online

consumer reviews influence consumer attitude change

To assess the application of structural models of attitudes (the tricomponent attitude model, the multiattribute

attitude model, the trying-to-consume model and the attitude-toward-the-ad model) through online consumer

reviews


Leon G. Schiffman, et al., “Consumer Attitude Formation and Change”, Consumer Behavior, 10th Edition, Pearson

Education, Inc., 2010

Morgan Spurlock, Super Size Me, https://www.youtube.com/watch?v=8GA8LnPg4ZA


Consumer Reviews and Consumer Behaviour; Consumer Reviews and Consumer Attitudes; Consumer Reviews and Tri-

Component Attitude Model; Consumer Reviews and Multiattribute Attitude Model; Consumer Reviews and Trying-to-

Consume Model; Consumer Reviews and Attitude-Toward-the-Ad Model; Consumer Reviews and Social Media

Hindustan Unileverʼs Kan Khajura Tesan:

‘On-Demandʼ Consumer Communication

Abstract:

This case study aims to illustrate the importance of innovative consumer communication strategies. This

is a case of turning an adversity into an advantage. Hindustan Unilever Limited (HUL), Indiaʼs largest fast

moving consumer goods company, set a world record with Indiaʼs first free and on-demand

entertainment mobile radio channel Kan Khajura Tesan (KKT) for receiving the maximum number of

missed calls (72 lakh) in 120 hours. KKT has been named the best marketing campaign in the world

according to the annual WARC 100 rankings. In October 2013, HUL launched Kan Khajura Tesan (KKT) –

this implied earworm station in English – a free and on-demand entertainment radio mobile channel in

Bihar. To enjoy the service, a user had to give a missed call to a certain number. A few seconds later, he/she

would be called back and could listen to 18 minutes of Bollywood music, jokes, dialogues and radio jockey

talk, peppered with HUL productsʼ advertisements. The response was overwhelming from the target

audience, resulting in HUL expanding KKTʼs coverage to several other states. Furthermore, the number of

subscribers to the service reached more than 11 million by December 2014. This was besides the

spontaneous awareness of the Ponds White Beauty brand, the Close Up brand and the Wheel brand

increasing by 56%, 39% and 20%, respectively. However, would the preference for local language-

entertainment content in the Southern states hamper further expansion plans of KKT?


Communication and mobile advertising; Communication and Hindustan Unilever Limited; Communication and rural

consumers; Communication and entertainment content; Communication and media dark regions; Communication and

cultural relevance; Communication and price sensitive consumers


Leon G. Schiffman, et al., “Communication and Consumer Behavior”, Consumer Behavior, 10th Edition, Pearson


Lowe Asia Pacif ic , “Lowe Lintas India - Hindustan Unilever Ltd: Kan Khajura Station” ,

https://www.youtube.com/watch?v=mdzFwDbk3ig, May 22nd 2014

DigitalMarketAsia, “PHD Indiaʼs Kan Khajura Tesan for HUL”, https://www.youtube.com/watch?v=ESWH9if00q0,

June 17th 2014


To examine how companies can reach their consumers despite infrastructural bottlenecks and despite limited

coverage of traditional media

To understand how mobile phones can be effectively used as a communication channel with consumers

To discuss how companies can effectively engage with their target consumers by catering to their latent

requirements

To understand how companies can employ entertainment content to reach out to their consumers and also promote

their products

CONSUMER BEHAVIOR


11

Colgateʼs SlimSoft Charcoal Toothbrush in India:

Bristling with Buzz Marketing


Communication and Consumer Behavior CASELET11S.No.



Abstract:

This caselet demonstrates how buzz marketing and opinion leaders can be employed to create word-of-

mouth publicity for a low-involvement product. Colgate Palmolive (India) Limited (Colgate) wanted to

launch its Colgate SlimSoft Charcoal toothbrush (a toothbrush with black bristles and which was infused

with charcoal) in India. It launched an innovative social media campaign to create buzz for the product

before the launch. Selected bloggers, media houses and corporate executives were sent a black item

every day for three days by BlogAdda, a community of Indian bloggers. There was no mention of either

Colgate or the product category and bloggers had to guess the product category prior to the launch.

These influencers also had to create excitement about the product being launched on social media

channels by, primarily, posting photographs of the mystery items sent to them and by guessing the

product being launched. By the fourth day, when the toothbrush was sent to the bloggers and they had

posted pictures of the same, Colgate was successful in creating enough interest among its target

audience. However, will the initial interest generated among consumers about the charcoal toothbrush

convert into sustained long-term sales?


To understand how Colgate Palmolive (India) Limited created buzz by co-opting opinion leadersʼ (influencers) blogs

for one of its innovative products, the Colgate SlimSoft Charcoal toothbrush

To discuss and debate the efficacy of buzz marketing for new product launches

To examine the relationship between buzz marketing and viral marketing and discuss whether buzz marketing would

help in creating the relevant brand communities




V. Kumar, et al., “How Valuable Is Word of Mouth?”, Harvard Business Review, October 2007

Renée Dye, “The Buzz on Buzz”, Harvard Business Review, November-December 2000

Angela Dobele, et al., “Controlled Infection! Spreading the Brand Message through Viral Marketing”,

http://www.sciencedirect.com/science/article/pii/S0007681304001107, January 29th 2005

John Quelch, “How Marketing Hype Hurt Boeing and Apple”, https://hbr.org/2007/11/how-marketing-hype-

hurt-boeing, November 2nd 2007

Angela Dobele, et al., “Why Pass on Viral Messages? Because They Connect Emotionally” ,

https://cb.hbsp.harvard.edu/cbmp/product/BH239-PDF-ENG, July 1st 2007

Iris Mohr, “Buzz Marketing for Movies”, https://hbr.org/product/buzz-marketing-for-movies/BH247-PDF-ENG,

September 15th 2007

Sinan Aral, et al., “Forget Viral Marketing-Make the Product Itself Viral”, Harvard Business Review, June 2011

Roger Hallowell, “Word-of-Mouth Referral, Module Note”, https://hbr.org/product/word-of-mouth-referral-

module-note/an/801332-HCB-ENG, March 9th 2001


Buzz Marketing and Consumer Behavior; Buzz Marketing and Communication; Buzz Marketing and Viral Marketing; Buzz

Marketing and Word of Mouth Marketing; Buzz Marketing and Brand Communities; Buzz Marketing in India; Buzz

Marketing and Integrated Marketing Communication; Buzz Marketing and Opinion Leaders

Communication and Advertising Appeals:

Consumer (Dis)Connect?

Abstract:

This caselet enables a discussion on the advertising appeals used in advertisements, presenting three ads

employing diverse advertising appeals from six different product categories/industries. These ads also

trigger a discussion on why some advertising appeals are used more commonly than others. These ads

can also be used as a basis for discussion on the benefits constituting a brandʼs value propositions. This is

besides the use of these ads to better understand the concepts of verbalizers and visualizers.


Advertising Appeals and Consumer Behavior; Advertising Appeals and Consumer Communication; Advertising Appeals

and Customer value proposition; Advertising Appeals; Advertising Appeals and Abrasive Advertising; Advertising

Appeals and Celebrities; Visualizers and Verbalizers; Advertising Appeals and Benefits of a Brand's Value Proposition


Leon G. Schiffman, et al., “Chapter 9: Communication and Consumer Behavior”, Consumer Behavior, 10th

Edition, Pearson Education, Inc., 2010

Leon G. Schiffman, et al., “Chapter 5: Personality and Consumer Behavior”, Consumer Behavior, 10th Edition,

Pearson Education, Inc., 2010

Y L R Moorthi, “Working Paper No: 443: Value Proposition of Banking Brands in India” ,

http://www.iimb.ernet.in/research/sites/default/files/WP%20No.%20443.pdf, December 2013, (accessed date:

January 2nd 2015)


To understand how advertising appeals help in influencing consumer behavior

To appreciate the constraints to the employment of advertising appeals

CONSUMER BEHAVIOR


12

DBS Bankʼs Chilli Paneer Campaign:

Communicating with Conversation Starters



Mapping for Chapter X:

The Family and Social Class CASE STUDY14S.No.

Abstract:

This caselet highlights how an innovative marketing communication campaign can be designed to

connect with consumers. Designed to de-clutter, DBS Bankʼs Indiaʼs first interactive campaign (in BFSI

space) exemplifies how a thoughtful ‘emotionalʼ campaign can be designed to engage with the

consumers. It launched an online film called Chilli Paneer in September 2014 which featured two

characters, Ken Chang (Ken)and Asha Rao (Asha) , hailing from Singapore and India, respectively. The two

accidentally meet at a DBS ATM in Mumbai, strike up a conversation, spend time together and eventually

fall in love. The film further showed how Ken and Asha go about setting up a restaurant with assistance

from DBS Bank. Chilli Paneer did not focus on a product or service but showed how two individuals

discovered their objective of life and how the bank helped them realise their dreams. The second part

Chilli Paneer 2, released in December 2014, comprised an interactive campaign wherein the viewer had to

assume Kenʼs role and take various decisions on behalf of the protagonists. These included the type of

holiday the couple had to take in Goa, whether or not to set up another restaurant there and, if a new

restaurant had to be opened, the type. The film showed DBS Bankʼs preparedness in having a detailed plan

to finance them in case they go ahead with the venture. The viewer engagement was enhanced by giving

insights about the viewerʼs personality based on the decisions taken by him/her. The caselet also throws

light on how social media and contests were effectively used to create excitement around the campaign.

However, notwithstanding its engaging content, would Chilli Paneer 2 be able to attract eyeballs due to its

length?


To analyse the need for companies to employ differentiated communication platforms in targeting consumers, in the

light of increasing communication clutter

To understand how a banking company, based on insightful conversation startersʼ analysis, has designed an

innovative interactive campaign (web-based advertising film)

To examine the role of ubiquitous social and digital media in influencing consumer behavior




Targeting Consumers through Non-Traditional Media

Viral Marketing - The following campaign films are a must watch:

Chilli Paneer, http://www.dbs.com/chillipaneerfilm/season-1.html

Chilli Paneer 2, http://www.dbs.com/chillipaneerfilm/want-to-be-ken.html

Thales S. Teixeira, “Marketing Communications” , Harvard Business School Background Note 513-041, August 2012

Michael Parent, et al., “The new WTP: Willingness to participate”, Business Horizons, Volume 54, Issue 3,

http://www.sciencedirect.com/science/article/pii/S0007681311000048, May–June 2011, pages 219–229


Communication and Consumer Behavior; Communication and the Channels of Communication; Communication and

Target Consumers; Communication and Digital Media; Communication and Social Media; Communication and

Emotional Resonance; Communication and New Media

Ariel Indiaʼs Share the Load Campaign:

Influencing Husband-Wife Decision-Making?

Abstract:

Positioned for Consumer Behavior course, this case study can be a demonstrating tool for sensitizing

participants to the emerging dimensions of Husband-Wife decision-making. This case study enables an

interesting discussion on the ever-changing relationship dynamics of Husband-Wife decision-making in

the Indian context. Based on AC Nielsen surveyʼs findings/insights, P&G devised multi-channel consumer

engagement initiatives, which included TVCs (Share the Load), Social Network/Digital Market (#Is

Laundry Only a Womanʼs Job? On Twitter), marketing promotions with celebrities and celebrity couples

with a call for action and pledge support to ‘Share the Loadʼ campaign. While the campaigns have

attracted widespread recognition the industry veterans are skeptical about the desired results of this

campaign – would it also go down the memory lane as a great campaign with no pronounced behavioral

modifications.


Husband-Wife Decision Making; Husband-Wife Decision Making and Social Class; Husband-Wife Decision Making and

the Family; Husband-Wife Decision Making and Indian Family; Spousal Joint Purchase Decision Matrix Model; Family

Decision Making; Husband-Wife Decision and Share the Load Campaign; Husband-Wife Decision Making and Family

Life Cycle


Leon G. Schiffman, et al., “The Family and Social Class”, Consumer Behavior, 10th Edition, Pearson Publications,

2010

Leon G. Schiffman, et al., “Structural Model of Attitudes – The Tricomponent Attitude Model – Consumer

Attitude Formation and Change”, Consumer Behavior, 10th Edition, Pearson Publications, 2010

Atul Dhyani and Anant Agarwal, “Dynamics and Conflict of Spousal Purchase Decision: A Review Study”,

IMPACT: International Journal of Research in Business Management, June 2014

“Module 7.3: Family And Family Life Cycle”, Management: Consumer Behaviour (Web) E-Learning Courses From

The IITS & IISC, IIT Kharagpur, http://www.nptel.ac.in/courses/110105029/36

Reshma Elizabeth Thomas, “Gender Inequality in Modern India –Scenario and Solutions”, IOSR Journal Of

Humanities And Social Science (IOSR-JHSS), August 2013

“#IsLaundryOnlyAWomansJob?”, Ariel India, https://www.youtube.com/watch?v=8L1cHHNHrYg, January 10th

2015

“Havells Appliances Coffee Maker Ad - Respect For Women”,

https://www.youtube.com/watch?v=MaJf0mNMqos, May 16th 2014

“Havells Appliances Coffee Mixer Grinder Ad - Respect For Women”, https://www.youtube.com/watch?

v=r2YKFG7u7ZA, April 25th 2014

“Havells Appliances Steam Iron Ad - Respect For Women”, https://www.youtube.com/watch?v=TN_mGzEP6RM,

April 26th 2014

“Titan The Raga Woman of Today #HerLifeHerChoices”, https://www.youtube.com/watch?v=zXRobOjVI9s,

December 10th 2014

“Airtel ‘Bossʼ”, https://www.youtube.com/watch?v=-U55oYqhgT4, July 25th 2014


To understand the changing/emerging dynamics of Husband-Wife decision-making in the light of Ariel (P&G India)

‘Share the Loadʼ campaign

To examine the background, the design and canvassing of Arielʼs ‘Share the Loadʼ campaign

To discuss and debate on the efficacy and efficiency of ‘Share the Loadʼ campaignʼs ability to be a societal norm

changer, i.e., would it be a true catalyst or would it just be a cacophonic attempt to increase the brand penetration?

CONSUMER BEHAVIOR


13

Indian Weddings: Cultural Canopies?

Mapping for Chapter XI:

Influence of Culture on Consumer Behavior CASE STUDY15S.No.

Mapping for Chapter XI:

Influence of Culture on Consumer Behavior CASE STUDY16S.No.

Abstract:

This case study is meant to introduce the students/participants to the concept of how culture influences

consumer behavior. Presented through the Indian weddingsʼ panorama, this case study enables

appropriate connect between Indian weddingsʼ ever-changing ‘culturalʼ relishments and the critical

elements of culture as represented in the pedagogical objectives. Weddings have evolved from being a

pure family-affair to be a social affair. This metamorphosis encompasses all the makings of a typical

melodramatic episode in a Bollywood cinema, one of the best influencers of Indian modern wedding.

Once solemnized by near and dear ones, today is outsourced to professional wedding planners. Is the

Indian wedding business, touted to be at A2.5 lakh crore, an Indian cultural canopy? How should

marketers read the discerning Indian consumersʼ cultural appetite?


To understand the role of the invisible hand of culture in influencing consumer behavior and discuss the role of three

levels of subjective culture (Supranational culture, National culture and Group culture) in Indian weddingsʼ

To discuss and debate as to how culture (enculturation and acculturation) is learned through rituals, customs and

beliefs and examine how the enculturation and acculturation manifests in Indian weddings

To understand how Indian core values influence Indian consumer behavior and debate on the same in the light of

Indian weddings ‘culturalʼ professionalization


Leon G. Schiffman, et al., “Influence of Culture on Consumer Behavior”, Consumer Behavior, 10th Edition, Pearson

Publications, 2010

“Pumas, Planets and Pens: How Cues in the Environment Influence Consumer Choice” ,

http://knowledge.wharton.upenn.edu/article/pumas-planets-and-pens-how-cues-in-the-environment-influence-

consumer-choice/, May 27th 2008

“Conspicuous Consumption and Race: Who Spends More on What”, http://knowledge.wharton.

upenn.edu/article/conspicuous-consumption-and-race-who-spends-more-on-what/, May 14th 2008

Nira j Dawar, “A Step-by-Step Guide to Winning the Customer ” , h t tp : / /www.s t ra tegy-

business.com/article/00238, February 11th 2014


Influence Of Culture On Consumer Behavior; 3 Levels Of Subjective Culture; Enculturation; Acculturation; Indian

Weddings; Cross Cultural Marriages; Language & Symbols; Rituals; Cultural Customs; Beliefs; Bollywood And Indian

Weddings

The Indian ‘Consumerʼ Market: Deprived to Democratic?

Abstract:

This case study is enlisted primarily as an inaugural case study in the Consumer Behaviour course in the

Indian context. With relevant data, this case study provides a landscape of the evolution of Indian

consumer and Indian consumer market. Since independence in 1947, the Indian consumer has evolved to

be an intriguing and discerning consumer. “Study the past, if you would divine the future”, said Confucius

centuries ago and this case study provides an historical context for understanding and analyzing the

Indian consumer market and Indian consumers over the last six and half decades. Written to paint the

Indian consumer canvas over four generations – traditionalists, baby boomers, Gen X and Gen

Y/millennial, this case study enables an understanding of the transition of the Indian consumer market

from being a sellersʼ market to a buyersʼ market. With about 35% of the Indian consumer market

comprising of millenials (with intriguing characteristics, though), how should Indian marketers tap this

demographic dividend? Or, would it be a complicated demographic divide? What would digital density

mean for demographic diversity?


Consumer Behavior and Consumer Markets; Consumer Behavior and Indian Consumer Markets; Consumer Behavior and

Indian Consumer; Consumer Behavior and Millennials; Consumer Behavior Motivation; Consumer Behavior and Lavidge

and Steiner's Model; Consumer Behavior and 4Ps of Marketing


Subbu Narayanswamy and Adil Zainulbhai, “Indiaʼs consumption evolution”, http://www.business-

standard.com/article/opinion/india-s-consumption-evolution-107050501032_1.html, May 5th 2007

“Tapping into the Indian Consumer Market”, McKinsey Global Institute, June 28th 2007

Ashok Gopal and Rajesh Srinivasan, “The New Indian Consumer”, http://hbr.org/2006/10/the-new-indian-

consumer/ar/1, October 2006 – To understand certain facets of the changed Indian consumer

Roland T. Rust, et al., “Rethinking Marketing”, www.hbr.org, January 2010 – To understand the improved way of

building businesses by catering to the consumer requirements

Darrell Rigby, “The Future of Shopping”, www.hbr.org, December 2011

David Court, et al., “The Consumer Decision Journey”, www.mckinsey.com, June 2009

Rama Bijapurkar, We are Like that Only, Penguin Books India, 2013

Damodar Mall, SUPERMARKETWALA, Random House India, 2014


To understand how the Indian consumer market evolved since independence (1947) and examine what factors have

contributed to the transformation of the Indian consumer market from being sellersʼ market to buyersʼ market

To trace the evolution of new age Indian consumer through four generations – traditionalists, baby boomers, Gen X

and Gen Y/ millennial, and contrast the emerging Indian consumer landscape with the new rules of marketing

To discuss and debate on what do the metamorphic changes mean for Indian marketers and how should they

engage with the new age Indian consumer

CONSUMER BEHAVIOR


14

Chinese Mobile Brands and Cross-Cultural Consumer Behavior

Mapping for Chapter XII:

Cross-Cultural Consumer Behavior: An ... CASE FLYER17S.No.

Mapping for Chapter XIII:

Consumers and the Diffusion of Innovations CASE STUDY18S.No.

Abstract:

This case flyer, based on the accompanying article published in The Economic Times, is meant to

introduce the participants/students to the concept of Cross-Cultural Consumer Behavior. With the

underlying concepts of Country of Origin, Country of Design, Country of Manufacture and acculturation,

this case flyer presents how some of the Chinese global mobile brands (Xiaomi, Gionee, OPPO Mobile and

Lenovo) have carved a niche for themselves in the Indian market with their focused and differentiated

strategies. Most importantly, how could these late entrants prompt Indian consumersʼ acculturation

giving them heads-up in the market? Since all these Chinese mobile brands carry the baggage of “Made in

China-Sold in India”, how did they overcome the incumbency threat in the Indian market?


To have an understanding of the broad contours of Country of Origin, Country of Design and Country of

Manufacture connotations and discuss their relevance for Consumer Behavior

To examine Chinaʼs Country Brand Index over a period of time and discuss the factors that have contributed to China

transforming from being a mere copier to being a catalyst, at least in a few product categories

To discuss how some of the Chinese mobile brands (Xiaomi, OPPO Mobile, Gionee and Lenovo) have overcome the

negative perceptions in India about the brands emanating from China with their unique value propositions and

sustained branding initiatives


Leon G. Schiffman, et al., “Cross-Cultural Consumer Behavior: An International Perspective”, Consumer

Behavior, 10th Edition, Pearson Education Inc., 2010

“Country Brand Index 2014-15”, http://www.futurebrand.com/cbi/2014

Michael E. Porter, “The Competitive Advantage of Nations”, Harvard Business Review, March–April 1990

Jenny Chan, “Chinaʼs Brands Head West” , https://assets.ogilvy.com/truff les_email/truff les-

files/CampaignChinasBrandsHeadWest.pdf, April 2012 (accessed date: April 29th 2015)

Jessica Vaughn, “Remaking “Made in China” , http://www.jwtintel l igence.com/wp-content/

uploads/2012/08/F_Remaking-Made-in-China_08.14.2012.pdf, August 2012 (accessed date: April 29th 2015)

Max Meister, et al., “The Rise of Chinese Brand Equity”, http://bv4.ch/files/9413/4667/8795/BV4_Brand-Report-

2012-2.pdf, 2012 (accessed date: April 29th 2015)

“Made In: The New Meaning of “Made In China”, http://www.futurebrand.com/images/uploads/

studies/cbi/01_Made_In_China_Report_%28Lowres%29.pdf (accessed date: April 29th 2015)


Cross-Cultural Consumer Behavior; Cross-Cultural Consumer Behavior and Acculturation; Cross-Cultural Consumer

Behavior and Chinese Brands; Cross-Cultural Consumer Behavior and Made in China; Cross-Cultural Consumer Behavior

and Communication Strategies; Cross-Cultural Consumer Behavior and World Brands; Cross-Cultural Consumer

Behavior and Country of Origin Effects

Hector Beveragesʼ Paper Boat:

Diffusing Innovation through “Drinks and Memories”

Abstract:

This case studyʼs objective is to sensitise the participants/students to the process of innovation diffusion

and the role of culture in product innovation. It enables a discussion on how a company can tap culture to

create a new product that can quickly gain acceptance among consumers. It also throws light on what

other factors a company should take into account when developing a product that is perceived to have an

edge over existing offerings in the market on certain aspects. Paper Boat, a beverage launched by Hector

Beverages in 2013, offered ethnic juices that were very much a part of India around 25 years back, but

today are difficult to access at least in urban areas. Its variants such as aam panna and jaljeera found ready

audience among the rich urban consumers. Paper Boat used no preservatives and stood out on a crowded

retail shelf because of its attractive pack design. The case study further throws light on how Hector

Beverages employed innovative distribution channels such as upmarket hotels and an e-Commerce

website to reduce the impact of a fledgling distribution network. This was besides using a tagline and

marketing campaign that effectively rekindled memories of oneʼs childhood. However, will supply chain

challenges restrict Paper Boat from launching new variants and will premium pricing limit its expansion

plans?


Innovation DiffusionInnovation Diffusion and Culture; Innovation Diffusion and Communication Channels; Innovation

Diffusion and Social System; Innovation Diffusion and Adoption Process; Innovation Diffusion and Paper Boat;

Innovation Diffusion and Category Creators; Innovation Diffusion and Strategic Positioning


Leon G. Schiffman, et al., “Consumers and the Diffusion of Innovations”, Consumer Behavior, 10th Edition,

Pearson Education Inc., 2010

“A Paper Boat Ride Down the River of Memories”, https://www.youtube.com/watch?v=t7I6zYp0CU8, March 12th

2015

“Paper Boatʼs Jamun Kala Khatta”, https://www.youtube.com/watch?v=kZCGwipK2XE, March 17th 2015

“Paper Boatʼs Aamras”, https://www.youtube.com/watch?v=dzAdsXpKun4, March 17th 2015

“Paper Boatʼs Aam panna”, https://www.youtube.com/watch?v=yyVPgxIbO0I, March 17th 2015

“Paper Boatʼs Jaljeera”, https://www.youtube.com/watch?v=rdPnF2YTFdw, March 17th 2015

“Paper Boatʼs Rasam”, https://www.youtube.com/watch?v=KGFQ3lbWYoU, March 17th 2015


To introduce the theoretical constructs behind nuances and importance of innovation diffusion process and discuss

on how the innovation diffusion process, through its myriad contours, affects the consumer behavior

To relate innovation diffusion process to Hector Beverages ‘Paper Boatʼ ethnic beverage and analyze how Paper

Boatʼs innovation has spiralled through various dimensions of a new product launch and penetration

To discuss and debate on the impending and innate challenges for companies that opt for a niche positioning i.e., in

the name of differentiation, would such companies be closing the doors behind them?

CONSUMER BEHAVIOR


15

Godrej Expert Range of Hair Colors:

Indian Consumersʼ Dyeing Decisions

Mapping for Chapter XIV:

Consumer Decision Making and Beyond CASE STUDY19S.No.

Mapping for Chapter XV:

Marketing Ethics and Social Responsibility CASELET20S.No.

Abstract:

This case study is meant to understand the contours of consumersʼ decision-making. Presented through

the lens of Godrejʼs Expert range of hair dyeing products, this case study helps in meandering through the

relevant theoretical constructs of consumer decision-making – levels of consumer decision-making, four

views (economic, passive, cognitive or emotional) of consumer decision-making, category-based

consumer decision-making, etc. Given the need-style spectrum of dyeing decisions, this case study

enables an elaborate discussion on the layers of consumer decision-making.


To understand the nature of ‘Hair Dyeʼ as a product – FMCG or Consumer Durable and debate on if, the hair dye

market is driven by need or style statement?

To examine the nature of the consumer in the light of four views (economic, passive, cognitive or emotional) of

consumer decision-making

To discuss the efficacy of Godrej Expert Rich Crème hair dye and its impact on the consumer decision-making in the

backdrop of ‘Input-Process-Outputʼ consumer decision-making model


Leon G. Schiffman, et al., “Consumer Decision Making and Beyond”, Consumer Behavior, 10th Edition – Pearson

Publications, 2010

“Godrej Expert Rich Creme - Oh My God”, https://www.youtube.com/watch?v=oc-SSYh-ARI, November 26th

2012

“Dwarkachand ad. Sam and Meera. Godrej Expert. 2014. – Zindagi Muskuraye”, https://www.youtube.com/

watch?v=-OcN7aqg1_U, November 22nd 2014

Vivek Gambhir, “40 Years Ago... And now: Becoming hair experts”, http://www.business-standard.com/article/

management/40-years-ago-and-now-becoming-hair-experts-114110900762_1.html, November 10th 2014

Dr.Rahela Tabassum and Aruba Zubedi, “An Empirical Analysis of Attribute Importance in Selection of Hair

Dyes- Issue and Perspectives”, IJISET, International Journal of Innovative Science, Engineering & Technology,

Volume 1, Issue 10, http://www.ijiset.com/v1s10/IJISET_V1_I10_88.pdf, December 2014

“The Cosmetic & Personal Care Sector in India”, http://italiaindia.com/images/uploads/pdf/cosmetics-personal-

care%20-2008.pdf, January 2008

Superbrands, “Godrej Expert - Market Achievement History”, http://www.superbrandsindia.com/

images/brand_pdf/consumer_3rd_edition/Godrej%20Expert%20Hair%20Dye.pdf


Consumer Decision-making; Consumer Decision-making and Decision-making Levels; Consumer Decision-making and

Maslow's Hierarchy of Needs; Consumer Decision-making and 4 views of Consumer Decision-making; Consumer

Decision-making and a Model of Consumer Decision-making; Consumer Decision-making and The Role of Needs and

Style; Consumer Decision-making and Hair Dyeing Products in India; Consumer Decision-making and Hair Dyeing

Brands in India; Consumer Decision-making and 5Ps of Godrej Expert Rich Hair Crème; Consumer Decision-making and

Hair Color Market in India

Indian Advertisements, Indian Consumers and

Ethical Conundrum: Confusopoly?

Abstract:

This case study is meant to introduce the importance of marketing ethics and social responsibility.

Marketing ethics being an all-encompassing moral sign post for companiesʼ marketing and selling

activities, especially through their marketing communications – advertisements, advertorials, sponsored

buzz marketing, etc., calls for self-restraint and conscious pacing. Whether it is Idea cellularʼs IIN or Tata

Skyʼs ‘Ab bachchey seekhein TV seʼ or some of Indian pharmaceutical companies selling Indian version of

Viagra, etc., thoughtful scrutiny in the light of Advertising Standards Council of Indiaʼs (ASCIʼs) code of

conduct, would only multiply the ethical conundrums involved in many such marketing communications.

Despite several initiatives from ASCI, Department of Corporate Affairs, etc., Indian advertising seems to

flaunt the ethical fabric of Indian society. What are the ways and means to align Indian advertisements

with morally and ethically acceptable standards? How would these advertisements affect consumer

behavior and the respective brandʼs loyalty?


Marketing Ethics and Social Responsibility; Marketing Ethics and Social Responsibility and Manipulating Consumers ;

Marketing Ethics and Social Responsibility and False or Misleading Advertisements; Marketing Ethics and Social

Responsibility and Exploitive Targeting ; Marketing Ethics and Social Responsibility and The perils of Consumers

Precision Targeting; Marketing Ethics and Social Responsibility and Tinkering with Consumer Perceptions; Marketing

Ethics and Social Responsibility and Covert Marketing; Marketing Ethics and Social Responsibility and Cause Related

Marketing; Marketing Ethics and Social Responsibility and Consumer Ethics


Leon G. Schiffman, et al., “Marketing Ethics and Social Responsibility”, Consumer Behavior, 10th Edition,Pearson

Publications, 2010

Hari Govind Mishra, et al., “Impact of Consumer Social Responsibility and Brand Social Responsibility Image on

Brand Loyalty”, IIMA - Indian Institute of Management Ahmedabad, March 2014

Theodore Levitt, “Advertising: The Poetry of Becoming”, Harvard Business Review, March-April 1993

Earl A. Clasen, “Marketing Ethics & the Consumer”, Harvard Business Review, January-February 1967

“IDEA: Haryana”, https://www.youtube.com/watch?v=TgUhZl9ZPVA, January 12th 2015

“MAGGI veg atta noodles”, https://www.youtube.com/watch?v=251LzQ4tu78, January 2nd 2015

“Horlicks Exam Time”, https://www.youtube.com/watch?v=e_LRg-w1UHc, March 13th 2012


To examine how few Indian companies, through their unwarranted advertisements, resort to exploitive targeting and

debate on the ways to curb such practices

To learn how companies manipulate consumers by tinkering consumer perceptions to possibly mislead them in the

light of several ‘objectionableʼ Indian Advertisements

To understand how companies can advance societyʼs interests through social-cause marketing and discuss on the

ways to sustain such ‘impactfulʼ corporate activities

To discuss and debate on the role of ASCI (Advertising Standards Council of India) in ensuring that Indian

advertisement do not polarize Indian society in any of the undesirable ways – economic, cultural, social, political

affiliations

CONSUMER BEHAVIOR

Mapping for

CONSUMER BEHAVIORby Leon G Schiffman | Leslie Lazar Kanuk

S Ramesh Kumar th

10 Edition, Pearson Educationwww.etcases.com

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