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CONSUMER BEHAVIOUR
DR.V VISHNU VANDANA Associate Professor
AGI, Hyderabad
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Course File Index
S.No. Item Description Page
Number
1 Course Information Sheet 3
2 Syllabus 4
3 Text Books, Reference Book, Web/Other Resources 5
4 Programme Educational Objectives(PEO‘s) 6
5 Programme Learning Outcomes(PO‘s) 6
6 Bloom‘s Taxonomy 7
7 Course Outcomes(CO‘s), Mapping & Articulation Matrix 8
8 Course Schedule 9
9 Lecture Plan 11
10 Minutes of Course Review Meeting 13
11 Unit Wise Questions 14
12 Case Study 19
13 Previous Question Papers 24
14 Tutorial Sheet 26
15 Course Assessment Report 27
16 Direct Assessment Sheet 28
17 Rubric Name 30
18 Indirect Course Assessment Sheet 32
19 Add-ons , PPT‘s & Lecture Notes 33
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ANURAG GROUP OF INSTITUTIONS
Venkatapur (V), Ghatkesar (M), Medchal Dist
SCHOOL OF BUSINESS MANAGEMENT
Course Name : Consumer Behaviour
Course Number : A93004/M
Course Designation : Marketing Elective
Credits : 4
Prerequisites : Marketing
II MBA – I Semester
(2018-20)
Name of Faculty Academic
Year/Regulation
Dr V Vishnu Vandana R18
Dr.V Vishnu Vandana
Associate Professor
Course Coordinator
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ANURAG GROUP OF INSTITUTIONS
(Autonomous)
SCHOOL OF BUSINESS MANAGEMENT
MBA II Year I Semester T P C
2 1 3
A93006M CONSUMER BEHAVIOUR
Course Objective: To introduce students to consumers, consumer behaviour in the market place
and their impact on marketing strategy and factors that influence consumer decision making
process.
Course Outcomes: At the end of the Course students will be able to
1. Explain the consumer behavior and marketing concepts.
2. Interpret psychographic influences on consumer behaviour
3. Analyze the consumer decision making stages and deduce relevant strategies
4. Evaluate the group influences on organization and institutional consumer behaviour
5. Analyze social and cultural influences on consumer behaviour.
Unit I : Introduction and overview to consumer behavior:, Definition, Importance, Evolution of
Consumer Behaviour, Understanding Consumers and Market Segments, Opportunity
identification, Analysis and evaluation.
Unit II:
Psychographic Dimensions: Consumer Motivation, Perception, Perception-Learning-
Motivation and values–Personality-Attitudes and Persuasion
Unit III:
Decision Making Process: Buying and Disposing High and Low Involvement, Consumer
Decision making - Pre-purchase Processes, Purchase, Post Purchase processes, Consumption
and Evaluation, Brand Loyalty and Repeat Purchase Behaviour.
Unit IV:
Social Factors: Groups and Consumer Behavior, Social Stratification, Reference Groups and
Family Influences Organizational and Institutional Consumer Behavior.
Unit V:
Culture and Consumer Behavior: Economic, Demographic, Cross Cultural and Socio–
Cultural Influences, Consumer Behavior in the Networked Era, Alternative views on Consumer
behavior, Marketing Ethics and Consumer Behavior.
PROGRAM OUTCOMES
x x x
5
SYLLABUS
Unit – I
Introduction and overview to consumer behavior:, Definition, Importance, Evolution of
Consumer Behaviour, Understanding Consumers and Market Segments, Opportunity
identification, Analysis and evaluation
Unit – II Psychographic Dimensions: Consumer Motivation, Perception, Perception-Learning-
Motivation and values–Personality-Attitudes and Persuasion
Unit – III
Decision Making Process: Buying and Disposing High and Low Involvement, Consumer
Decision making - Pre-purchase Processes, Purchase, Post Purchase processes, Consumption
and Evaluation, Brand Loyalty and Repeat Purchase Behaviour.
Unit – IV Social Factors: Groups and Consumer Behavior, Social Stratification, Reference Groups and
Family Influences Organizational and Institutional Consumer Behavior.
Unit – V
Culture and Consumer Behavior: Economic, Demographic, Cross Cultural and Socio–
Cultural Influences, Consumer Behavior in the Networked Era, Alternative views on Consumer
behavior, Marketing Ethics and Consumer Behavior.
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Journals:
1. Journal of Marketing Research - American Marketing Association
Text Books
1. Schiffman, L.G and Kumar: Consumer Behaviour, Pearson, 11/e, 2015
2 David L. Loudon and Albert J.Della Bitta, Consumer Behaviour, TMH, 4e, 2011
Reference Books
1. S. Ramesh Kumar, Consumer Behaviour: The Indian Context (Concepts & Cases), Pearson,
2017
2. Suja R Nair, Consumer Behaviour and Marketing Research, HPH, 2e, 2015
3. Michael R.Solomon Consumer Behaviour: Buying, Having, & Being, Pearson, 12e,2017
4 Ramanuj Majumdar, Consumer Behaviour, PHI, 2011
Websites References
1 https://nptel.ac.in/courses/110105029/
2 https://hbr.org/video/2226586964001/understanding-your-customers-minds
3 https://www.coursera.org/lecture/marketing-management-two/understanding-consumer-
behavior-p9isC
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Learning Outcomes
The learning outcomes specify the knowledge, skills, values and attitudes students are expected
to attain in courses or in a program.
1. Business Environment and Domain Knowledge: Graduates are able to improve their
awareness sand knowledge about functioning of local and global business environment
and society.
2. Critical thinking, Business Analysis, Problem Solving and Innovative Solutions:
Graduates are expected to develop skills on analysing the business data, application of
relevant analysis, and problem solving in other functional areas such as marketing,
business strategy and human resources.
3. Global Exposure and Cross-Cultural Understanding: Demonstrate a global outlook
with the ability to identify aspects of the global business and Cross Cultural
Understanding.
4. Social Responsiveness and Ethics: Graduates are expected to identify the contemporary
social problems, exploring the opportunities for social entrepreneurship, designing
business solutions and demonstrate ethical standards in organizational decision making.
5. Effective Communication: Graduates are expected to develop effective oral and written
communication especially in business applications, with the use of appropriate
technology.
6. Leadership and Teamwork: Graduates are expected to collaborate and lead teams across
organizational boundaries and demonstrate leadership qualities, maximize the usage of
diverse skills of team members in the related context.
Program Educational objectives
1. To impart the fundamentals of the key elements of a business organization.
2. To provide a critical perspective on theoretical knowledge and practical approach to
various functional areas of management and decision making.
3. To develop analytical skills to identify the link between the management practices in the
functional areas of an organization and business environment.
4. To establish and realize a creative research culture among the student community.
5. To provide insights into latest technology, business communication, management
concepts and to built team work and leadership skills among them.
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6. To inculcate the habit of inquisitiveness and creativeness aimed at self actualization and
realization of ethical practices.
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Course Outcomes:
After completion of the course the students will be able to:
1. Explain the consumer behavior and marketing concepts
2. Interpret psychographic influences on consumer behaviour
3. Analyze the consumer decision making stages and relevant strategies
4. Evaluate the group influences on organization and institutional consumer behavior
5. Analyze social and cultural influences on consumer behavior.
MAPPING OF COURSE OUT COMES WITH PO’s & PEO’s
Course
Outcomes PLO’s PEO’s
CO1 1, 2 1,2,6
CO2 1,2 3,5,6
CO3 1,2,3 2, 3, 5
CO4 1,2,3, 1,2,3,4,5
CO5 1,3,4,5 3,4,6
Articulation matrix of Course outcomes with PO’s &PEO’s
Program Learning Outcomes PEO’S
PO
1
PO
2
PO
3
PO
4
PO
5
PO
6
PEO
1
PEO
2
PEO
3
PEO
4
PEO
5
PEO6
CO1 3 3 3 3 3
CO2 3 3 3 3 2
CO3 3 3 3 3 3 2
CO4 3 3 2 2 3 2 1 1 2
CO5 3 3 3 2 2 2 3
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Course Schedule
Distribution of Hours in Unit – Wise
Number of hours / lectures available in Semester / Year: 60
Unit Topic Text book Total No. of
Hours
Book 1
Unit – I
Introduction and overview to consumer
behavior:, Definition, Importance, Evolution
of Consumer Behaviour, Understanding
Consumers and Market Segments, Opportunity
identification, Analysis and evaluation
Ch 1, 2, 10
Unit – II
Psychographic Dimensions: Consumer
Motivation, Perception, Perception-Learning-
Motivation and values–Personality-Attitudes
and Persuasion
Ch 3,4,5,6 10
Unit – III
Decision Making Process: Buying and
Disposing High and Low Involvement,
Consumer Decision making - Pre-purchase
Processes, Purchase, Post Purchase processes,
Consumption and Evaluation, Brand Loyalty
and Repeat Purchase Behaviour.
Ch 14 10
Unit – IV
Social Factors: Groups and Consumer
Behavior, Social Stratification, Reference
Groups and Family Influences Organizational
and Institutional Consumer Behavior.
Ch 10 8
Unit – V
Culture and Consumer Behavior: Economic,
Demographic, Cross Cultural and Socio–
Cultural Influences, Consumer Behavior in the
Networked Era, Alternative views on
Consumer behavior, Marketing Ethics and
Consumer Behavior.
Ch 11,12,13,15 10
Total 48
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Lecture Plan:
S.NO TOPIC Classes Teaching methodology
1. Introduction and overview to consumer behavior:,
Definition, Importance 1
Chalk & board
2. Evolution of Consumer Behaviour, 1
Chalk & Board
3. Understanding Consumers and Market Segments, 3
Discussion and student
presentations
4. Opportunity identification, Analysis and evaluation 3
Example base and student
presentation
5. Review & Case 2
Student discussion
6. Total 10
7. Psychographic Dimensions:
8. Consumer Motivation, 2
Role Play
9. Perception 1
PPT
10. Learning 1
Role play
11. Motivation and values 1
PPT
12. Personality 2
Discussion and student
presentations
13. Attitudes and Persuasion 1
PPT & Activity – Explain the
attitude change process
towards any products
14. Case & Review 2
Student discussions
15. Total 10
16. Decision Making Process 10
17. Buying and Disposing High and Low Involvement 1
PPT
18. Consumer Decision making 1
Student presentations
19. Pre-purchase Processes, Purchase 2
Chalk and board
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20. Post Purchase processes, Consumption and
Evaluation, 2
Experience sharing by
students
21. Brand Loyalty and Repeat Purchase Behaviour. 2
Chalk and board, Discussion
22. Case & Review 2
Student presentations and
discussions
23. Total 10
24. Social Factors: Groups and Consumer Behavior
1 PPT
25. Social Stratification 1
Activity and presentations –
prepare a marketing pricing
strategy for different social
groups
26. Reference Groups and Family Influences 2
Discussion
27. Organizational and Institutional Consumer Behavior 2
Chalk and board
28. Case & Review 2
Student presentations
29. Total 8
30.
Culture and Consumer Behavior Economic,
Demographic, Cross Cultural and Socio– Cultural
Influences, 2
PPT
31. Consumer Behavior in the Networked Era, 2
Discussion
32. Alternative views on Consumer behavior, 2
Chalk & Board
33. Marketing Ethics and Consumer Behavior 2
Presentations
34. Case & Review 2
Student presentations
35. Total 10
36. Total classes 48
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Minutes of Course Review Meeting
Details of Meeting No -
Date of Meeting
Member‘s Present
Signature of Members
Remarks
Details of Meeting No -
Date of Meeting
Member‘s Present
Signature of
Member‘s
Remarks
Details of Meeting No -
Date of Meeting
Member‘s Present
Signature of
Member‘s
Remarks
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Unit Wise Questions
CONSUMER BEHAVIOUR
Unit I:
Short Answer Questions:
1. Define consumer behaviour and explain the importance of understanding consumers and
market segments. – L2
2. What is the role of attitude in consumer buying behaviour. Explain the process of
consumer attitude formation and change – L2.
3. Discuss about evolution of consumer behavior – L2
4. Write a short notes on consumer behavior and need for consumer study. – L1
5. Identify and explain the various types of consumer needs. – L2
Essay Type Questions:
6. Define consumer behavior. Discuss the role of segmentation and targeting in increasing a
marketers understanding of the consumer behavior. –L4
7. Explain the process of opportunity identification, analysis and evaluation. – L2
8. Define Consumer behavior and explain its significance in current market conditions. – L2
9. What is meant by consumer behavior? Explain interrelationship between marketing
strategy and consumer behavior? – L2
10. Discuss the emerging trends in Indian market with special reference to changing
consumer behavior. Explain the application of understanding consumer behavior in
marketing decisions. – L4
11. A marketer in the cosmetics industry once remarked: ―In the factory, we make cosmetics;
in the drugstore we sell hope‖ how does this relate to the marketing concept and the need
of the marketers to understand consumer behavior? – L4
12. Choose an actual non-profit organization and suggest areas where knowledge of its
―consumers‖ might improve the services it provides. – L4
13. Give suitable bases for segmenting market for following products- i) Computers ii)
Jewelry – L5
14. What are the various bases of segmentation. Explain with example – L2
15. Explain the demographic and psychological factors influencing consumer behaviour with
relevant examples. – L2
Unit II
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Short Answer Questions:
1. What is meant by personality? – L2
2. Define the term Self Image. How does it impact consumer decision making?. – L4
3. Design a mailing questionnaire for surveying the psychological variables involved
in purchase decision of individual consu6ers. – L6
4. Discuss the role of personality in consumer behavior – L2
5. Explain hierarchy of needs theory of motivation- L2
Essay type questions:
6. Highlight the importance of market segmentation. What are the various bases of
market segmentation? Explain with examples – L2
7. What are various elements of learning? Describe theories of learning in detail –
L2
8. How are perceptions formed? Elaborate with examples.- L4
9. Define perception. What factors influence perception? What are the barriers to
perception? – L2
10. Define Motivation. How can knowledge of motivation theories help marketing
managers? Discuss the Maslow‘s hierarchy of needs theory and Herzberg's theory with
examples – L4
11. Distinguish between and define social class and social status. Which status-related
variable—occupation, education, or income—is the most appropriate segmentation base
for expensive vacations – L5
12. Write Short Note on following :- (a) Lifestyle Marketing (b) Personal influence
(c) Opinion leadership (d) Adopter Categories – L1
13. A marketer of high end perfume for women wants to use AIO segmentation to
select appropriate marketing strategy for his product. Which segments in your view, will
be most suitable for such a product and why- L5
14. How does reference group influence vary over product categories? What type of
reference group influence can you expect in the following and why? i. Wrist Watches ii.
Soap. – l5
UNIT III
Short Answer Questions:
1.Why are the models adopted to study the consumer behavior? – L2
2.How does the environment impact the marketing decisions? – L4
3.Discuss the post-purchase behavior of a consumer – L2
4.Explain the stages in consumer decision making process – L2
5. Explain the psychological and social factors influencing consumer behavior.
Essay type questions:
6.Discuss the characteristics and uses of Howard- Sheth model – L2
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7.Explain the model of high and low involvement of the consumer in the purchasing
process. – L2
8.Describe the diffusion process. Identify the five characteristics that influence
diffusion. Discuss the five stages in the consumer adoption process – L2
9.Explain organization buying behavior. – L2
10. Differentiate between consumer decision making process and institutional
decision making process. – L4
11. How do reference groups influence consumer behavior – l4
12. Discuss about various social factors that influence consumer behavior. – L2
13. Discuss family influences on buying decisions. Explain the role played by family
members in buying:- a) Birthday gift to son b) Car
14. Define Consumer Satisfaction. What is the relationship between Consumer
Satisfaction, Repeat Purchase and Committed Customer. – L4
15. Define business market? Explain how consumer markets differ from business
market – L4
16. ―Industrial goods buying is a very complex process‖ Explain the statement and
industrial buying process and highlight the importance of buying centre. _ L2
17. What do you understand by extensive problem solving, limited problem solving
and routinised response behaviour ? What kind of decision process can you expect in
the following cases and why ? (a) Purchase of a greeting card for a close friend. (b)
Purchase of an after shave lotion/moisturizer – L3
18. How do consumer seek to reduce post purchase dissonance? As a marketer of
consumer durables, explain how can you provide positive reinforcement to the
consumers after they have purchased your brand? – L4
19. What are the factors that influence the extent of pre purchase information search
by consumers? How can marketers of consumer durables utilize this information? – L3
Unit IV:
Short Answer questions
1. Explain the role of family influences and personal influence on consumer behaviour. –
L2
2. Outline the features of a reference group. Describe influence of reference groups on
consumer behaviour.
3. Describe characteristics of family decision making regarding purchases – L2
4. What do you understand by the term ―social class‖? Explain. – L2
5. Discuss various types of groups that effect consumer behavior – L2
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Essay type questions:
6. Define opinion leaders. What are the traits/ characteristics of opinion leaders and how
this concept is used by marketers? – L2
7. What are the traditional family life cycle stages a family progresses through? Discuss
how the family life cycle stages influences an individuals consumer behavior. Give
examples. – L4
8. How does reference group influence vary over product categories? What type of
reference group influence can you expect in the following and why? i. Wrist Watches ii.
Soap _ L4
9. Explain with suitable examples how buying behavior varies with stages of family life
cycle. How can different members in household be involved in different stages of family
decision process?
10. Explain how marketers can use the knowledge of various decision making process – L3
11. How do simple problem recognition and complex problem recognition vary? How can
marketers apply the knowledge of this variation? – L3
12. hat are the factors that influence the extent of pre purchase information search by
consumers? How can marketers of consumer durables utilize this information? – L3
13. What are the factors in a buying situation that result in extended search for pre purchase
information by consumers? Based on factors identified by you, what kind of information
search behavior can you expect in case of The purchase of personal computers by a
family. – L3
Unit V
Short Answer questions:
1. What is communication? Elaborate the importance of designing persuasive
communication to the consumer.
2. Consumer behaviour is influenced by various cultural and economic factors. Elaborate.-
L4
3. Discuss the role of socio-cultural dimensions in consumer behavior. With suitable
examples– L4
4. Explain the importance of cultural factors in determining consumer behavior – L4
5. Discuss the important government initiatives to protect consumers- L2
6. Explain the factors which effect culture - L2
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Essay type questions:
7. Define culture. What are the most important characteristics of culture that reflects its
nature? Why is the study of culture important to marketers? – L4
8. What do you mean by cross cultural values? What are the various values which a
marketer need to study for entering foreign market? – L2
9. Why do some marketers feel that lifestyle segmentation is more appropriate than
demographic segmentation in present scenario? – L4
10. Name 3 products that are presently culturally unacceptable. What marketing strategies
would you use to overcome this cultural resistance? – L5
11. How changing role of females is influencing the marketing approaches necessary to reach
and sell our prospects effectively? – L5
12. Write Short Note on following:- (a) Effect of Consumerism on Marketing Ethics (b)
Customer Retention (c) Customer loyalty ladder (d) Deceptive advertisement – L2
13. How consumer complaints can be useful asset to a company? – L4
14. What is ‗Consumerism‘? Explain the significance of ‗Consumerism‘ in Marketing. – L2
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CASES: Case 1:
Family Influences
A certain store was keeping a number of brands of washing machines. They had washing
machines to cater to the needs of all the segments of the society. They were stocking IFB,
Videocon, BPL, National, Godrej, and local made washing machines as well. They had
automatic, semi-automatic and manual machines. The automatic machines were bought by the
higher income group. The middle income group was content with semi-automatic machines.
Manual hand operated machines were for the ‗lower class of clientele, and also those living in
the rural areas, where electrification was not complete, or the electricity went off for days
together. It was observed that when customers came to buy an automatic machine, they usually
came with their spouses and they looked mainly at the colour, style of functioning, electric
consumption, care for handling, price factors, etc. Many customers would not buy on their first
visit. They would come back after an interval of time, and purchase the machine after careful
considerations of the attributes that they were.looking for. Many would lower their choice, and
come back to buy semi-automatic, instead of automatic machines. The sale was observed to be
highest during marriage seasons and at festival times. There was a great influence of the house-
wives in buying these, as they were the ultimate users. With a lot of information imparted by the
media, and the children being exposed to it for several hours, in a day, they seemed to have a
good knowledge of the attributes, and had a great say in the purchases and their opinions were
also given weightage by the parents. Since a chain store is more interested in the sales to
materialize, rather than pushing any particular brand, the salesmen are directed to satisfy the
customers or the family. This should be their first consideration.
Questions for Discussion
1) What should be the role of the marketer in the above case regarding advertisement,
promotion, persuasion, and closing the sales?
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2) Who others could influence the purchase decisions in a family, in relevance with the above
case?
3) Do you feel that group interaction helps the buyer too, in his decision-making process?
Elaborate
Source: Pondicherry.edu.in
Case 2:
FORD CARS GO IN FOR A SERVICE
To many people, cars come pretty close to the goods-dominant extreme of a goods–services
continuum. They are produced in factories from the combination of thousands of components,
and to most people the physical properties of a car can readily be assessed. But recent experience
from the car sector suggests that car manufacturers may be rather more enthusiastic to describe
themselves as service-oriented companies.
The days are long gone when a car manufacturer would sell a car on the strength of its design
features, and then forget about the customer until the time came to replace the car three years
later. Car manufacturers have realized that car buyers seek more than the tangible offering—
important though that is. Over time, they have moved increasingly into services in an attempt to
gain a larger share of car buyers' wallets.
In the UK, Ford has led the way in many aspects of this increasing service orientation. It saw an
opportunity in the 1970s with the liberalization of consumer credit regulations to offer car buyers
loan facilities with which to make their car purchase. Not only did this make it easier for
middle-income groups to buy its cars, it also allowed Ford to retain the margins which would
otherwise have gone to banks who were the main alternative source of car loan finance. Ford
Motor Credit has become a licensed credit broker and a major profit centre within the company.
The next major attempt to gain a greater share of car buyers' wallets came through offering
extended warranties on the cars it sold. Traditionally, new cars had come with just twelve
months warranty, but Ford realized that many buyers wanted to buy peace of mind that they were
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not going to face unexpected repair bills after their initial warranty had expired. Increased
competition from Japanese importers, and the improving reliability of its new cars encouraged
this development.
By the mid-1990s, Ford came round to the view that many of its customers were buying mobility
services, rather than a car per se. So it came up with schemes where customers paid a small
deposit, followed by a fixed amount per month, in return for which they received comprehensive
finance and warranty facilities. In addition, it promised that the company would take back the car
after three years and replace it with a new one. Marketed under the ‗Options' brand name, Ford
was soon selling nearly half of its new cars to private buyers using this method. Over time the
scheme was developed to include facilities for maintaining and insuring the car.
Repairs and maintenance have always been important in the car sector, but manufacturers tended
to lose out on much of the benefits of this because of a fragmented dealership network. Separate
customer databases for maintenance and new car sales often did not meet and Ford found that it
had very little direct communication with the people who had bought its cars. By the 1990s, the
dealership network was becoming more closely integrated with Ford's operations and new
opportunities were seized for keeping new car buyers within the Ford dealership system. Recent
buyers could be alerted to new services available at local dealers, using a database managed
centrally by Ford. Numerous initiatives were launched, such as Ford's own mobile phone service.
Ford sought to make it easy for customers to get back on the road when their own car was taken
in for servicing, so the provision of car hire facilities contributed to the service ethos. In 1996 the
company linked up with Barclaycard to offer a Ford branded credit card, so Ford found itself
providing a service to its customers which was quite removed from the tangible cars that it sold
(although points accrued using the card could be used to reduce the price of a new Ford car).
By 2000, volume car manufacturers had ceased to make big profits in the UK. In 2002, Ford,
with 18 per cent of the market made just £8 millions in profits on its European operations.
Falling profit margins on selling new cars were partly offset by profits made on service-based
activities. In the same year, the company made £1.38 billions worldwide from its credit arm,
which arranged finance for about 40 per cent of all new cars that it sold. But adding services is
not a guaranteed route to increased profitability. Ford's acquisition of the KwikFit tyre fitting
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chain failed to be a success and it was later sold back to its founder at a price well below what
Ford had paid for it. Could this have been a warning that Ford's core competencies lie in
engineering and design, rather than running labour intensive service operations?
CASE STUDY REVIEW QUESTIONS
1. Given the evidence of Ford, is it still appropriate to talk about the goods and services sectors
being quite distinctive?
2. What business is Ford in? What business should it be in?
3. Discuss the view that Ford should do what it is good at—designing cars—and leave services
to other companies.
Source: Palmer: Introduction to marketing, Third edition
Case 3:
A well known electronics company is introducing a new smoke detector with a special feature
that makes the alarm beep once a minute when the detector‘s batteries are weak and need to be
replaced. Assume that the company discovers that in many detectors the batteries can be too
weak to properly operate the alarm for sometime before the ―beep‖ features is activated. Should
the manufacturer: (a) recall and redesign the smoke detector, (b) stop making the alarm with out
recall and inform current owners of the problem by mail, or (c) continue marketing the smoke
detector while informing buyers of the need of changing batteries regularly? Question How can
an understanding of consumer behavior help the company select the most effective strategy to
handle this situation?
Source: Pondicherry.edu.in
Case 4:
Pasteurized Milk Ultra High Temperature (UHT) treated pasteurized milk is being sold in tetra
packs and these packs have a self life of three months without refrigeration. The tetra Brick
Aseptic (TBA) with 4.5 tab content costs around ` 20-24 per litre. Tetra Find Aseptic (TFA)
packs which could preserve milk for 45 days cost about 40% lower than TBA packs. Vijaya uses
TFA and the price per litre is ` 19 inspite of the advantage of these kinds of tetra packs,
consumer in India have been used to boil milk for generation and may not appreciate the fact that
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pasteurized milk need not be boiled (even the pouches which are pasteurized milk and
refrigerated). Secondly, there is also the taste factor associated with boiling. Tetra packed milk
was introduced as early as 1980 by the manufacturers of Amul (GCMMF) but the product didn‘t
catch up. But changing life styles and poor costs (required for refrigeration) may encourage
consumer to try this product under the present day context. Tetra pacjk India is attempting to
create awareness about the benefits of tetra pack milk. The Annual production of milk around 72
billion litres per annum and out of this only about 12 % is packaged.
Questions
1. How would you use consumer behavior principles to formulate a communication plan for tetra
packed milk?
2. Suggest a suitable strategy for marketing the product
Case 5:
Mr. Greasy is a national car care chain that specializes in providing routine services like oil
changes and safety inspections. It advertises nationally and its stores are recognizable from the
road by their gray and yellow color schemes. Mr. Greasy‘s advertisements emphasize the
importance of changing a car's oil regularly in order to prevent costly engine failure. To
encourage brand loyalty, Mr. Greasy offers customers reward cards that customers get stamped
every time they get an oil change, and can receive the sixth oil change free after the purchase of
the first five. Fast Oil, a North Carolina chain that offers the same kind of services, paints its
stores black and yellow in an effort to appear like Mr. Greasy stores and benefit from Mr.
Greasy‘s extensive advertising. Thus many customers have developed positive perceptions of
Mr. Greasy, note Fast Oil‘s store color, and mistake Fast Oil stores for Mr. Greasy stores.
Questions :
1) What is instrumental conditioning? What are different elements of instrumental conditioning?
Which elements of instrumental conditioning being used by Mr. Greasy‘s?
2) How are the concepts of stimulus generation and positive reinforcement being used at Mr.
Greasy‘s?
Source: BRpaper.com
Also,
Cases from Consumer Behavioour, Insights from Indian Market, ramnuj Majumdar
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Model Question Paper:
ANURAG GROUP OF INSTITUTIONS
SCHOOL OF BUSINESS MANAGEMENT
CONSUMER BEHAVIOUR
Answer all questions: 5x5= 25 Marks
1. Define consumer behaviour and explain the importance of understanding
consumers and market segments. Critically evaluate the factors influencing
industrial customers
2. Discuss the role of personality in consumer behavior
3. Discuss the post-purchase behavior of a consumer
4. Explain the role of family influences and personal influence on consumer
behaviour
5. What is communication? Elaborate the importance of designing persuasive
communication to the consumer
Answer all questions; 5x10= 50 Marks
6A . a marketer in the cosmetics industry once remarked: ―In the factory, we make
cosmetics; in the drugstore we sell hope‖ how does this relate to the marketing concept
and the need of the marketers to understand consumer behavior.
Or
6B Explain the demographic and psychological factors influencing consumer behaviour
with relevant examples.
7A. Define Motivation. How can knowledge of motivation theories help marketing
25
managers? Discuss the Maslow‘s hierarchy of needs theory and Herzberg's theory with
examples
Or
7B. Write Short Note on following :- (a) Lifestyle Marketing (b) Personal influence (c)
Opinion leadership
8A. Explain Explain the model of high and low involvement of the consumer in the
purchasing process.
Or
8B. Define Consumer Satisfaction. What is the relationship between Consumer
Satisfaction, Repeat Purchase and Committed Customer
9A. How does reference group influence vary over product categories? What type of
reference group influence can you expect in the following and why? i. Wrist Watches ii. Soap
Or
9B. What are the factors that influence the extent of pre purchase information search by
consumers? How can marketers of consumer durables utilize this information?
10A. ―What do you mean by cross cultural values? What are the various values which a
marketer need to study for entering foreign market?
Or
10B. Why do some marketers feel that lifestyle segmentation is more appropriate than
demographic segmentation in present scenario? Discuss.
26
Tutorial Sheet
Unit-I Topics Revised
Topic Name
Unit-I Topics Revised
Topic Name
Unit-III Topics Revised
Topic Name
Unit-IV Topics Revised
Topic Name
27
Unit-V Topics Revised
Topic Name
Course Assessment Report
Batch:
Academic Year/Sem:
Course Name:
Course Number:
Course Attainment (75% of Direct + 25% of Indirect) on a scale of 1 to 3.
Remarks and suggestions:
28
Course Coordinator
Direct Course Assessment Sheet (As per IonCudos)
a) Internal Examination
Course assessment sheet Ass1
Hall Ticket No S1 S2 TOT
1
2
3
Course assessment sheet Mid1
Hall
Ticket
No
S1 S2 S3 S4 S5 L1 L2 L3 L4 L5 TOT
1
2
3
Course assessment sheet Ass2
Hall Ticket No S1 S2 TOT
1
2
3
Course assessment sheet Mid2
Hall
Ticket
No
S1 S2 S3 S4 S5 L1 L2 L3 L4 L5 TOT
1
2
29
3
b) External Examination
Hall Ticket No Total Marks
Rubric
30
RUBRIC
S.No. Criteria LEVEL ( Level: 3-Excellent Level: 2-Good Level: 1-Poor)
1
Ora
l
Com
mu
nic
ati
on
3 Student speaks in phase with the given topic confidently using Audio-
Visual aids. Vocabulary is good
2 Student speaking without proper planning, fair usage of Audio-Visual
aids. Vocabulary is not good
1 Student speaks vaguely not in phase with the given topic. No
synchronization among the talk and Visual Aids
2
Wri
tin
g S
kil
ls
3
Proper structuring of the document with relevant subtitles, readability
of document is high with correct use of grammar. Work is genuine and
not published anywhere else
2 Information is gathered without continuity of topic, sentences were not
framed properly. Few topics are copied from other documents
1 Information gathered was not relevant to the given task, vague
collection of sentences. Content is copied from other documents
3
Soci
al
an
d
Eth
ical
Aw
are
nes
s
3 Student identifies most potential ethical or societal issues and tries to
provide solutions for them discussing with peers
2 Student identifies the societal and ethical issues but fails to provide any
solutions discussing with peers
1 Student makes no attempt in identifying the societal and ethical issues
4
Con
ten
t
Kn
ow
led
ge
3 Student uses appropriate methods, techniques to model and solve the
problem accurately
2 Student tries to model the problem but fails to solve the problem
1 Student fails to model the problem and also fails to solve the problem
5
Stu
den
t
Part
icip
ati
on
3 Listens carefully to the class and tries to answer questions confidently
2 Listens carefully to the lecture but doesn‘t attempt to answer the
questions
1 Student neither listens to the class nor attempts to answer the questions
6
Man
ager
ial
an
d
an
aly
tica
l S
kil
ls 3
The managerial analysis process and presentation is well organized
with appropriate use of technologies and methodology. Concept is easy
to understand and well documented.
2
The managerial analysis process and presentation is well organized
with appropriate use of technologies and methodology. Concept is
difficult to understand and not well documented. Analysis is accurate.
1
The managerial analysis process and presentation is not well organized
with mistakes in usage of appropriate technologies and methodology.
Concept is difficult to understand and student is not able to explain the
decision making process.
7
Pra
ctic
a
l
Kn
ow
le
dge
3 Independently able to understand and relate the managerial concepts
covered in theory to contemporary business environments.
2 Independently able to understand the concepts covered in theory but
not able to relate the concepts to contemporary business environments.
31
1 Not able to understand the concepts and not able to relate concepts to
contemporary business environments.
8 U
nd
erst
an
din
g
of
Man
agem
ent
Sci
ence
3
Student uses appropriate methods, techniques to model and solve the
problem accurately in the context of multidisciplinary managerial
concerns.
2 Student tries to model the problem but fails to solve the problem in the
context of multidisciplinary managerial concerns.
1 Student fails to model the problem and also fails to solve the problem
in the context of multidisciplinary managerial concerns.
32
Indirect Course Assessment Sheet
Tools:
a) Case Study
S.No. Hall Ticket Number Rubric Assessment
1
2
3
b) Course End Survey Report
33
Add-ons (Guest Lecture/Video Lecture/Certification/Training Program/Poster Presentation….
etc. )
Unit Wise PPT’s & Lecture Notes
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