Course

Unit II

INTRODUCTION

Nature – scope- marketing concept and the role of consumer – consumer decision process –models of consumer behavior – economic model, learning theory, Psychoanalytical theory, Sociological, Howard – Sheth model, Nicosia model

Unit III

LEARNING, PERCEPTION & PERSONALITY INFLUENCES

Learning theory – the learning process – Pavlov’s and skinner theory of learning – Cognitive theory of learning – Perception – Concept – role – perceptual mapping – perceived risk – cognitive processes – attribution process – Personality and consumer behavior – self concept – SR approach – trait and factor theories

Unit IV

CONSUMER MOTIVATION & ATTITUDE

Consumer motivation – Maslow’s motivational theory – Attitudes – concept – components of attitudes – development of attitudes – functional nature of attitudes– cognitive dissonance – attitudinal change and behavioural change.

Unit V

GROUP INFLUENCES

Group influences – group conformity – reference groups and their relevance – opinion leadership– class and culture – social stratification – Warner’s six class system – social class and consumer behavior – Culture, Sub ? culture, Cultural relevance to marketing decisions, Characteristics of culture, Cultural Values, Cultural Changes, Cross cultural understandings. Family: Role & Structure, Family Life Cycle, Purchasing decisions, changing role of families.

Unit VI

MARKETING RESEARCH

Identifying and understanding the consumer – Steps in conducting marketing research -Methods of collecting Market Information – Primary data – Questionnaire design – Administration and analysis considerations in design – scaling techniques. Secondary data – sources – problems of fit and accuracy;

Concept of MKIS – Components of a Marketing Information System Marketing, Intelligence System – Marketing Research in India

Objective:

The “Consumer Behavior and Market Analysis” course aims to provide students with a holistic understanding of consumer behavior and market analysis principles. Through an immersive exploration of consumer decision-making processes, market segmentation strategies, and brand positioning techniques, students will gain invaluable insights into the factors that shape consumer choices and market dynamics. They will develop proficiency in evaluating market segmentation approaches, including demographic, psychographic, and behavioral segmentation, enabling them to effectively identify and target specific consumer groups, acquire the skills to formulate brand positioning strategies that align with consumer preferences, perceptions, and market trends, facilitating the creation of unique and resonating brand identities. They will also learn to conduct consumer research and market analysis using qualitative and quantitative methods, gathering crucial insights into consumer needs, preferences, and market trends.

Course Outcome (CO):

CO1 Understand consumer behavior theories and models, including the cognitive, affective, and behavioral factors that shape consumer decision-making processes.

CO2 Evaluate a comprehensive understanding of learning theories, cognitive processes, perception, personality factors, and consumer behavior concepts, facilitating a deeper insight into how individuals perceive, process information, and make decisions in the realm of marketing and psychology.

CO3 Conduct consumer research and market analysis using qualitative and quantitative methods to gather insights into consumer needs, preferences, and market trends.

CO4 Analyze the interplay of group influences, social stratification, cultural factors, and family dynamics on consumer behavior to inform targeted marketing strategies and foster cross-cultural understanding.

CO5 Assess market trends, competitive landscape, and emerging opportunities in India through comprehensive marketing research, facilitating informed decision-making and strategic planning for businesses operating in the region.

CO6 Evaluate consumer behavior and preferences in the Indian market, enabling companies to tailor their products, services, and marketing strategies effectively to meet consumer needs.

CO-PO Mapping:

Evaluation Pattern:

Project Proposal (10%): The proposal should outline the objectives, target audience, media platforms to be used, and the key message of the campaign. It should also include a timeline and budget.

Campaign Design (20%): This includes the creative aspects of the campaign such as the design of visuals, content creation, and the overall aesthetic of the campaign. The design should be innovative, engaging, and appropriate for the target audience.

Implementation Strategy (20%): This involves the strategic planning of the campaign rollout. It includes the scheduling of posts, choice of platforms, and engagement strategies to maximize reach and impact.

Campaign Execution (35%): This is the actual rollout of the campaign. Students should demonstrate effective management and adaptability in response to the campaign’s performance.

Campaign Analysis (15%): After the campaign has been executed, students should provide a comprehensive analysis of the campaign’s performance. This includes metrics such as reach, engagement, and conversion rates. Students should also provide insights on what worked, what didn’t, and suggestions for improvement.

Suggested References:

1. “Consumer Behavior “ by Schiffman, L. , Kanuk, L. L., and Kumar, R. S.
2. “Marketing Research: An Applied Orientation” by Malhotra, N., and Dash, B.
3. “Marketing Reading: Consumer Behavior and the Buying Process” by John Gourville, Michael I. Norton
4. “Market Research and Consumer Behaviour” by Julee Banerji
5. “Consumer Behavior and Analytics” by Andrew Smith