To benefit from this rich mix of pedagogical tools, the students are required to go thru the

given readings and cases for each class.

Evaluation:

Your performance will be evaluated on the following components. (However, if some components are not seen

leading to the desired learning effect, mid course correction and alteration would be done)

Case Analysis & Class Participation 15%

Quiz 20%

Project 30%

End Term Exam 35%

Total 100%

Details for each of these components are as follows:

Case Analysis & Class participation

Individual groups are expected to carry out case analysis and submit one page case review summary. Soft copy

of the same should be submitted before 4.00 am on the day of class. While submitting soft copy please mention

mail subject line as “Group No 4B: Name of the Case” and in the body of the submission do not forget to

mention name of the Group with section and members of the group along with their Roll No’s.

Any group can be asked to brief the case, analyse and lead the discussion in the class. While doing so you are

expected to present case facts and analysis along with details of theory being used for the purpose of analysis.

Focus less on recommendations. All other students are expected to participate in discussion with their analysis

on hand.

Marks for case analysis will be divided in the following manner:

• Case submission and presentation : 50%

• Participation in open discussion: 50%

Note: At any moment of time if it is felt by the instructor that desired output is not achieved by the above

mentioned style of case discussion, format will be changed along with the distribution of marks.

Quiz: There will be 2 MCQ/open ended quizzes on: Case facts, Readings and theoretical issues

(Note: Each quiz can be based on one or all of the above components)

Group Project The project for the class is to be undertaken in group. Please form your own groups by the end of first

session; by that time, if any student is not yet part of a group, feel free to contact me and I will

randomly assign you to a group. Please note: Disputes between group members should be resolved

internally.

Project Overview –

Step 1: A list of projects with briefs from the company/or otherwise will be floated before 2nd

session

to all the groups. Each group can bid for any two projects. In case of too many groups asking for same

project we will allocate the projects basis lucky draw.

Step 2: Once allocated and based on the brief you can decide your action plan and submit the same to

me by 4th session in form of a small ppt (maximum 5 slides). In this ppt you are expected to detail out

how you will approach the problem. If needed you can also discuss the same with the process owner

from the company or with the instructor.

Step 3: After getting clarity on the process ahead you are expected to submit a mid-term review report

by end of 13th session. This should be a two page report as to what have you done so far, what has

been the output, what kind of problems are being faced, how have you tackled them and what is the

way forward. In case needed we can do mid-way correction in the research process as well.

Step 4: Final report should be submitted by 19th session and a small group viva will be conducted for

the same. Report to the company will be sent only after vetting from my office. Post this you will be

issued a Live Project Certificate from the company/or otherwise. Focus in this report should be

both on process and output and should be submitted both in report and ppt format.

Project Evaluation: Group projects will be evaluated according to the following criteria: careful and

complete research, appropriate use of consumer behavior concepts, logical development of

conclusions and implications, originality, quality of the written report, timely submissions and

performance in viva voce. The final report should not exceed 20, double-spaced, typed pages of text.

Heading Session Unit of

Analysis

Weightage

Part I Mid Term review 13th

session Group 10 marks

Part II Final Report 19th

session Group 15 marks

Part III Project Viva Voce: 20th

session Individual 5 Marks

Note: Marks to individual group member in components I & II will be normalized on the basis of

individual’s performance in Project based Viva-Voce.

In completing your project work, please follow the instructions given below. Ignoring any of the rules

below will lead to a deduction of 2 points as penalty for each rule: 1. Do not violate the page limit and pages must be numbered.

2. Do not use a file cover or assignment cover. Only staple your assignment pages.

3. Include a running header with your Group No, Section and product name as: Group No 4B- Britannia

Biscuits.

4. Text must be double spaced, use New Times Roman fonts number 12, 1 inch margins all around.

5. Do not leave too much white space between the two paragraphs

Policy on Plagiarism:

All submissions will be compulsory subjected to the evaluation by Plagiarism Software subscribed by the

institute. Any report or submission found to be having more than 40% copied component will be directly

given F in that component and the case will be recommended to the Academic Council for further

disciplinary action. This will apply for both individual and group submissions. In case of group

submissions entire group will be penalized for all such submissions.

Course Outline

Session plan along with issues to be discussed and readings for each of the session are as follows:

Module I Introduction

Session 1: Consumer Behaviour - An Introduction & Key Foundations

Reading: Course Outline & Chapter 1 of Text book.

o Holbrook, M.B. & Hirschman, E.(1982), “The Experiential Aspects of Consumption:

Consumer Fantasies, Feelings and Fun”, Journal of Consumer Research, 9(September),

132-140.

Module II Consumer Decision Process

Session 2: Determinants of Buyer Behaviour and Framework of Buyer Behaviour

Overview of the Stages in the choice process, factors affecting each stage, and Need

recognition.

Reading: Chapter 3 & 5 of Text Book

o Philip Kotler, “Behavioural Modes for Analyzing Buyers” Journal of Marketing, Vol.

29(October), 1965, pp 37-45.

Class Exercise: Decision making Process

Session 3 &4: Information Gathering & Evaluation: Perceptual Mapping & Positioning: Value perception

Information Search, Defining criterion for choice, mapping perceptions and value perceptions

of consumers. Evaluation rules used by consumers. Mapping attributes, comparison of brands,

positioning options, product and promotions related strategies. Perceived value components,

generating attribute lists, mapping methods.

Reading: Chapter 4 & 10 of Text Book

• Analysing Consumer Perceptions by Robert Dolan (2001), HBR, December.

• Baba Shiva & Alexander Fedorikhin (1999), “Heart and Mind in Conflict: The Interplay

of Affect and Cognition in Consumer Decision Making”, JCR, 26(December), 278-292.

Case 1: Rin Detergent: To Position or Re-Position

Session 5 & 6: Consumer Expectations & Perceptions: Satisfaction & Value

Post–purchase Processes, Measuring satisfaction and value, Appreciative

Inquiry,Value/Satisfaction delivery process and programs. Satisfaction and retention. Quality

and satisfaction

Readings: Chapter 3 of Text Book

• Oliver, R.L. (1993), “Cognitive, Affective and Attribute Bases of the Satisfaction

Response”, JCR, 20(December), pp.418-430.

• Dowling, G.R. and Uncles, M (1997), “Do Customer Loyalty Programs Really Work”,

Sloan Management Review, Summer.

• Arnould, E.J. & Price, L.L. (1993), “River Magic: Extraordinary Experience and the

Extended Service Encounter”, JCR, 20(June), 24-45.

Case 2: Colgate-Palmolive:Cleopatra(IMD071)

Module III Individual Determinants of Buyer Behaviour and Internal Processes

Session 7: Self Concept, Needs & Brand Choice

Need recognition process, gaps in self image and ideal image, why certain attributes are used

for evaluating brands, importance of attributes and need strength, identifying need areas.

VALS and grouping consumers. Segmentation, targeting and positioning based on self and

brand images.

Readings: Chapter 11 of Text Book

• Harold H. Kassarjian (1971), “Personality & Consumer Behaviour: A Review”, Journal

of Marketing Research, 8, 409-418.

• Malhotra. N. (1981), “A Scale to Measure Self-Concepts, Person Concepts, and Product

Concepts”, JMR, Vol. 18(November), 456-64.

Case 3: Puriteen Cosmetics

Exercise: Mapping Self Concept

Session 8: Consumer Personality and Consumer Motivation

Need identification and classification. Use of personality, purchase pattern to understand

needs and segment markets.

Readings: Chapter 11 & 8 of Text Book

• Jennifer Aaker (1997), “ Dimensions of Brand Personality”, JMR, 34, 347-356

• Gardner, M.P. (1985), “Mood States and Consumer Behaviour: A Critical Review”, JCR,

12(December), p.281-300.

Session 9&10:Learning, Memory, Perception,and Behaviour Modification