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120719-MK503

Module Name: Consumer Behavior Academic Year: PGP 2012-13; Term: 1, Block 2 Course Code: MK-503

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Job Profiles in this sector

Advertising and Media/Market Creative division Research Media Planning Client Servicing FMCG/Retail/Consumer Durables Brand Management Product Management Marketing Communications 1. Introduction to the Module

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120719-MK503 Consumer behavior is a discipline that looks at why people buy the things they do. This marketing discipline applies knowledge from areas such as psychology, sociology and anthropology to describe and understand how consumers are likely to behave. However, the realization of customer diversity leads a greater need to study consumer behavior to provide basic understanding to support successful business decisions. Consumer behavior study is primarily needed to define marketers view in taking both strategic decisions such as segmentation, targeting and positioning and tactical decisions such as new product development, pricing integrated communication techniques and marketing logistics. The course begins with an introduction to consumer profile and research tools applied to understand customers mind. It then examines how consumers process information and make decisions, and looks at a number of traits of individual consumers. Group and situational influences are also investigated. The course concludes with an examination of cultural influences and international consumers. Each lesson offers learning objectives, readings, mini cases and comprehensive exercises to help you reinforce your learning.

Learning Outcomes: This course lays a foundation for understanding how


consumers behave in a marketplace and equips students with understanding of how marketers can influence consumer behaviour.

At the end of the course students will be able to :


1. Understand how marketers try to appeal to consumers in terms of their personality, perceptual and attitudinal characteristics. 2. Understand how consumers are influenced by Marketing communications and how it helps them to change their attitude towards a product or an organisation. 3. Understand the power of reference groups and family influences . 4. Understand culture, sub-culture and cross culture to meet the specific needs, motivations, perceptions and attitudes within a larger and more complex society. 5. Understand how consumers make product choice decisions.

2. Course Tutors

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120719-MK503 Ms. Sapna Popli Mr. Sharad Gupta Ms. Vini Kirtani http://iilm.edu/faculty/profiles/sapna-popli.html http://iilm.edu/faculty/profiles/sharad-gupta.html http://iilm.edu/faculty/profiles/vini-kirtani.html

Academic Meeting Time S.N o. 1 2 3 Name of Faculty Ms. Sapna Popli Mr. Sharad Gupta Ms. Vini Kirtani E-mail Address sapna.popli@iilm.ed u sharad.gupta@iilm. edu vini.kirtani@iilm.ed u Academic Meeting Time Tue & Fri- 4:30 6:30 pm Wed- 4:00 5:30 pm Tue- 4:30 5:30 pm

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120719-MK503 3. Module Overview Session Session 1 Session 2 Session 3 Session 4 Session 5 Session 6 Session 7 Session 8 Session 9 Session 10 Session 11 Session 12 Session 13 Topics Introduction to the course Segmenting the consumer market Importance of consumer research Day Day 1 Day 1 Day 2

Internal Determinants of Consumer Behaviour Day 2 Motivation Case Discussion on Motivation Day 3

Internal Determinants of Consumer Behaviour Day 3 -Personality and Lifestyle Internal Determinants of Consumer Behaviour Day 4 Perception Internal Determinants of Consumer Behaviour Day 4 -Learning & Memory Case Discussion on Learning & Memory Day 5

Internal Determinants of Consumer Behaviour - Day 5 Attitude Changing Attitudes Communications through Interactive Day 6 Day 6

Case Analysis on Consumer Behaviour

External Determinants of Consumer Behaviour - Day 7 Role and Power of Reference Groups, Opinion Leadership External Determinants of Consumer Behaviour Day 7 Family influences. Case discussion Neglecting the child Day 8

Session 14 Session 15 Session 16

External Determinants of Consumer Behaviour Day 8 Culture &Subcultures

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120719-MK503 Session 17 Session 18 Session 19 Session 20 Session 21 Session 22 External Determinants of Consumer Behaviour Day 9 Cross Culture Exercise on Culture Case Discussion on Cross Culture Day 9 Day 10

Consumer Decision Making Process-Reflective Day 11 essay discussion Diffusion of Innovation Projects submission &Panel Discussion Day 11 Day1 2 Day 13

Session End Term Assessment 23,24

4. Module Pre-Requisites:
A basic knowledge of Marketing concepts. Students will also have to revise their concepts of market research.

5. Module Readings
Schiffman Leon G. & Kanuk Leslie I.. Consumer Behavior Prentice Hall of India (8th edition) Solomon Michael R. Consumer Behavior, Pearson Education Inc; 8th edition, Special Asian Edition We Are Like That Only: Understanding the Logic of Consumer India Author: Rama Bijapurkar Publisher: Penguin Books The Marketing Whitebook, 2010-2011 Author : Multiple authors Publication : Business World

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120719-MK503 The Tiger Roars An In-Depth Analysis of How a Billion Plus People Consume A BCG Report Available in www.bcg.com Blackwell, Miniand and Engel Consumer Behaviour Thomson Southwestern, 10th edition Arnould, Price and Zinkhan Consumers Mc Graw Hill, 2nd edition

SESSION-WISE COURSE PLAN

6. Session Plan
6.1-Session 1 Title: Introduction to the course & the Indian Consumer An introduction to the study of consumer behavior will be given. Students will understand about the roots of Consumer Behavior in the market-place and how the study of consumer behaviour is essential for marketers. The course contents, group projects, assessment criteria, course expectations will be spelled out. Groups will be finalized for Case analysis and Project work. Reading: Chapter 1, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition Chapter 1 Solomon Michael R. Consumer Behavior, Pearson Education Inc, Special Asian Edition, 9th Edition We are Like That Only Understanding the Logic of Consumer India Rama Bijapurkar Reading 4 Pg 55 80 The Tiger Roars BCG study on how a http://www.bcgindia.com/documents/file107199.pdf Learning Outcome : Page 6 of 25 billion consumes -

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This session will help students understand the behavior of consumers, the psychology of how consumers think, feels, reason and select between different alternatives.

6.2-Session -2 Title : Consumer Segmentation: The Indian Consumer Market Segmentation in Indian consumer market will be discussed Reading : Chapter 3, pages 82 92, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition

Learning Outcome : To understand market segmentation and gain familiarity with a more effective segmentation approach. 6.3-Session 3 Title : The Importance of Consumer Research In this session students will be instructed on the relevance and use of research tools to determine different consumer needs and the bases of market segmentation illustrated appropriately with industry examples to help students orient themselves with important concepts. Reading Chapter 2, pages 42 53, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition

Learning Outcome: This session will help students understand the role and types of market research and how to use it to understand consumer behaviour. This session will also help the students to know how and why a marketer should try to obtain information on consumer needs and gather marketing intelligence and help satisfy these needs efficiently. Page 7 of 25

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6.4-Session 4 Title : Internal Determinants of Consumer Behaviour Motivation Students will be introduced to the underlying motivational and value drivers behind consumer purchasing behaviour. Reading : Chapter 4, pages 109 119, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition Chapter 4 Solomon Michael R. Consumer Behavior, Pearson Education Inc, Special Asian Edition, 9th Edition

Learning Outcome : The students will understand how motivation is the driving force (tension) within consumers that impels them to action. 6.5-Session 5 Title : Case Discussion on Motivation Essential Reading : Case on Volkswagen: Backward and Forward at the Same Time Questions for Class Discussion: a) What kind of needs might buyers for the New Beetle have? Innate? Acquired? b) What are rational motives for purchasing a New Beetle? Emotional motives? Which do you think are stronger? Learning outcome from the case: The students will be able to understand how marketers plan to satisfy both rational and emotional motives in stimulating purchase. They will also understand how defense mechanisms can be used in dealing with frustrations and explain how marketing activities such as advertising can arouse or intensify drives. Page 8 of 25

120719-MK503 6.6-Session 6 Title : Internal Lifestyle Determinants of Consumer Behaviour -Personality and

In this session a clear understanding of trait theory and its problems in consumer research; psychographic segmentation - uses and typologies and the impact of lifestyles on individual and group identities will be discussed and analysed. Reading : Chapter 5, pages 137 146, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition Chapter 6 Solomon Michael R. Consumer Behavior, Pearson Education Inc, Special Asian Edition, 9th Edition

Learning Outcome : By the end of the session the students will develop an understanding of a consumers inner psychological characteristics that both determine and reflect how a person responds to his or her environment. 6.7-Session 7 Title : Internal Determinants of Consumer Behaviour - Perception The dynamics of perception and consumer imagery, understanding sensory systems and perceptual positioning will be discussed in this session. How we absorb and interpret information about products and other people from the outside world will be analyzed here. Reading: Chapter 6, pages 173 184, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition Chapter 2 Solomon Michael R. Consumer Behavior, Pearson Education Inc, Special Asian Edition, 9th Edition Learning Outcome :

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120719-MK503 After going through this session the students will be able to learn- how different consumers select, organise and interpret stimuli into a meaningful and coherent picture of the world. 6.8-Session 8 Title : Internal Determinants of Consumer Behaviour -Learning & Memory Students will be given an understanding of behavioural learning theories and appropriate marketing applications; Cognitive Learning Theory, Role of memory in learning. Reading: Chapter 7, pages 221 233, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition Chapter 3 Solomon Michael R. Consumer Behavior, Pearson Education Inc, Special Asian Edition, 9th Edition Learning Outcome : Students will learn why it is important for marketers to understand how consumers learn about products and services. 6.9-Session 9 Title : Case study on Learning and memory Essential reading : Case discussion on Lee Dungarees : Not Mommas Jeans Anymore! Analysis of Lees consumer understanding and the target audiences acceptance of a brands communication strategy owing to its marketing strategy of listening to what consumers want and thereby re-inventing itself to be a cool brand for the youth. Questions for class discussion: a) Explain how stimulus generalization and discrimination can be used to explain consumers understanding of the relationship between the Lee brand and its subPage 10 of 25

120719-MK503 brands. Does placing the name, Lee, on each of the new sub-brands have positive or negative effects? b) Are jeans likely to be a high or low involvement purchase for teens? How does this relate to advertising for the product? c) What type of learning theory does the Buddy Lee advertising strategy used by Fallon McElligott exemplify? Classical conditioning? Instrumental Conditioning? Cognitive Learning Theory? Explain your answer using the terms associated with the theory. Learning outcome from the case: The students will be able to use the Consumer behaviour concepts like Cues, Stimulus generalization, Stimulus discrimination, Cognitive learning theory, Involvement and Central processing in real life situation.

6.10-Session 10 Title : Internal Determinants of Consumer Behaviour - Attitude In this session students will study consumer attitude formation and change and how consumers are often motivated to maintain consistency among all the components of this attitude. Students will also be instructed in the power and functions of attitudes and knowing how to predict behaviour by studying attitude. Reading : Chapter 8, pages 261 270, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition Chapter 7 Solomon Michael R. Consumer Behavior, Pearson Education Inc, Special Asian Edition, 9th Edition

Learning Outcome : By the end of this topic, the students will be able to understand attitude formation, attitude change and related marketing issues. Page 11 of 25

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6.11- Session 11 Title : Changing Attitudes through Interactive Communications In this session students will be given an understanding of how attitudes change through marketing communications, an insight into the communication process and the nature of persuasive communication. Course material will be made more interesting by incorporating easy-to-connect examples to clarify concepts. Reading : Chapter 9, pages 300 311, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition Research Paper Visual Merchandising as an antecedent to impulse buying :An Indian Perspective Khandai.S, Agarwal, B and Gulla. A., paper presented at the International Journal of Arts & Sciences (IJAS) International Conference for Academic Disciplines held at Harvard University, 10 Garden Street, Cambridge, Massachusetts 02138 (May 27-31, 2012). Learning Outcome : The students will learn that communication is a link between the individual and society. By the end of this session the students will understand that communication is a tool that marketers use to persuade consumers to act in a desired way. 6.12-Session-12 Title : Case analysis Yahoo : Do you Yahoo? For How Long? Questions for class discussion: a) How does Yahoo! segment the market for its Internet service? How does this help Yahoo build a customer franchise? b) How does Yahoo! affect consumers perceptions of its service? What media does it use? How does it create an image for Yahoo! c) How does Yahoo! affect attitude formation toward the Internet and toward itself? How does it affect the three components of attitude? Learning outcome :

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120719-MK503 Students should be able to bring forth and highlight issues of market segmentation, consumer perception of services, how attitudes form and communication strategies get adopted. 6.13-Session 13 Title : External Determinants of Consumer Behaviour - Role and Power of Reference Groups and Opinion Leadership The session will commence with an overview of external factors on consumer decision making and the role of reference groups impact on consumer behavior. Focus will be on Understanding the power of reference groups; Selected consumerrelated reference groups; Celebrity & other reference group appeals. Students will be encouraged to refer to real-life examples in their roles as consumers. Further, Opinion Leadership will also be covered in this session. Under Opinion Leadership an understanding of how credibility is created and maintained will be imparted. Reading : Chapter 10, pages 333 340, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition Chapter 10 Solomon Michael R. Consumer Behavior, Pearson Education Inc, Special Asian Edition, 9th Edition Learning Outcome : The student will understand the importance of reference groups to marketers concerned while influencing consumers in their purchase decisions. They will also understand opinion leadership, its process dynamics and the motivation behind it. 6.14 - Session 14 Title : External Determinants of Consumer Behaviour Family influences. Students will be given a scientific basis of the role of The Intimate Corporation and what family decision making is all about. This would cover the process of defining the modern family, socialization of family members. Family decision-making and Page 13 of 25

120719-MK503 consumption-related roles will also be covered in this session to make the understanding of the family as an important but ever-changing force on marketers goals. Students will be introduced to the role of children in buying decisions for products for themselves and for family consumption. Essential Reading : Chapter 10, pages 347 357, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition Chapter 11 Solomon Michael R. Consumer Behavior, Pearson Education Inc, Special Asian Edition, 9th Edition Learning Outcome : At the end of this session, the students will understand the familys life cycle effect on the buying process and analyse how at different age points, people become consumers for different products and services. Students will also be familiar with role of children in buying process. 6.15-Session 15 Title : Case study on Family influences Essential Reading : Case discussion on Neglecting the child Case Analysis Neglecting the Child : will be discussed to ascertain the mistakes marketers commonly make when designing the 4Ps for childrens products. Questions for class discussion: 1. What issues does the case raise in terms of Marketing communication for kids? 2. What aspects of children needs to be considered as consumer? 3. What can be the reasons for the influence of kids on adult product choices? 4. Role and impact of children's attempts to influence parental decision making of various products?

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120719-MK503 Desired Reading : Children as co decision makers in the family? The case of family holidays by Malene Gram, VOL. 8, Emerald Group Publishing Limited, Young Consumers Learning outcome from the case: The students will be able to understand that children need to be considered as an important consumer segment in their own right, and marketers need to apply all the guidelines that apply to marketing to any segment should apply. 6.16-Session 16 Title : External Determinants of Consumer Behaviour Culture &Subcultures This session will discuss the influence of culture and subcultures on consumers minds and relevance of the same for marketers. Students will be trained to grasp the impact of various subcultures such as Income, Social Class, Ethnic, Racial, Religious and Age on consumers buying behaviour. Reading : Chapter12, 13, pages 442 453, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition Chapter 13 Solomon Michael R. Consumer Behavior, Pearson Education Inc, Special Asian Edition, 9th Edition Learning Outcome : By the end of this session the students will be able to understand how marketers need to segment their markets to meet the specific needs, motivations, perceptions and attitudes shared by members of a specific cultural and subcultural group. 6.17-Session 17 Title : External Determinants of Consumer Behaviour Cross Culture The creation and diffusion of a global consumer culture will be the focus of this session. Students will be made familiar with the creation of culture and the Page 15 of 25

120719-MK503 various aspects of cultural selection. The question whether global marketing really works or not will be discussed too. The importance of thinking globally but acting locally will be stressed upon. Finally emerging consumer cultures in transitional economies will also be covered to give students an all-round view. Reading : Chapter 14, pages 479 490, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition

Learning Outcome : Understand the importance of formulating an appropriate multinational or global marketing strategy. Understand how to study the differences among cultures while developing marketing strategies. Understand how consumer-related factors impact a firms decision to select a global, local or mixed marketing strategy. Understand how lifestyle and psychographic segmentation can be used in developing global or local marketing strategies.

6.18- Session 18 Title : Exercise on culture Students will do an analysis of few FMCG product advertisements and identify the values portrayed by the brand, in the way it has been advertised. Identify the ritual setting portrayed by the brand's communication so that it creates a specific perception in the minds of the consumer. Learning outcome from the exercise: Students should be able to learn how advertisements of brands are communicated to a specific target audience keeping core cultural values in mind and how culture plays a distinct role in the marketing communication context. 6.19- Session 19 Title : Case study on Cross Culture Essential Reading bimbo? : Barbie: A cultural Icon, new age guru or blonde Page 16 of 25

120719-MK503 In this session the effect of cultural values, beliefs and customs on consumers acceptance of a product will be discussed. The concepts will be analysed using a caselet called Barbie: A cultural Icon, new age guru or blonde bimbo? for discussion. Questions for class discussion: a) What American & Indian core values can be associated with Barbie? b) Some critics would maintain that the introduction of Barbies in different nationalities leads to the Americanization of cultures. What kind of cultural learning is involved for Barbie to teach young people new cultural values? Is this Americanization likely to occur? Why/ why not? Learning outcome from the case: The students would be required to delve into the impact of cultural icons on consumer behavior using the Barbie caselet as a base point. The students will be able to understand how cultural icons can adapt to cultural changes and demonstrate some of the problems in cross-cultural marketing. 6.20-Session 20 Title : Consumer Decision Making Process Reflective Essay Discussion This session will include Reflective essay discussion based on research paper Brands to consumers-An insight consumers relationship with brands Wadera Deepti, and will focus on the various stages in individual decision making and the process of acceptance of new products by consumers. Reading : Chapter 16, pages 550 559, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition. Wadera,Deepti(2012) Brands to consumers-an insight into consumers relationship with brands,IFRSA Business Review,Vol2,Issue1,March 2012,Pg 103110 http://www.ifrsa.org/index.php? option=com_content&view=article&id=50&Itemid=49 Learning Outcome :

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120719-MK503 The students will understand how consumers make decisions for different brands based on low involvement as well as a high involvement product. 6.21-Session 21 Title : Diffusion of Innovation Here students will be made familiar with the diffusion of innovation process. How a consumer adopts an innovation, what are the effects that a consumers culture have on the adoption process and what is the profile of a consumer innovator will be studied. The variability in the rates of adoption of an innovation by consumers in the same culture will also be analyzed. Essential Reading : Chapter 15, pages 521 530, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition Learning Outcome : By the end of this session the students will be able to understand that diffusion and adoption process are two closely related concepts which are concerned with the acceptance of new products by consumers. 6.22- Session 22 Project Submission& Panel Discussion 6.24- Session 23,24 End Term Assessment
Assessment Plan 1. 2. 3. Course Participation (20%) Group Project (40%) End term Assessment (40%)

Course Participation
Learning Objectives Positive contribution to class discussion Ability to analyze case Communication skills Marks (20) 10 5 5

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Grade Learning Objectives Excellent 5 Excellent& out of box contributio n to class discussion Can analyze new situation very well without guidance Very Good 4 Very Good contributio n to class discussion Good 3 Good contribution to class discussion Can analyze well with guidance. Detailed Coverage of obvious issues / theory Average 2 Some contributio n to class discussion Some evidence of understan ding depicted but misses subtle point. Good communic ation of ideas with grammatic al errors Unsatisfactory 1 Not active contribution to class discussion Poor 0 Negative contribution to class discussion

Positive contribution to class discussion

Ability to analyze case

Can analyze range of informatio n without guidance

Some evidence of analysis bit misses main point / theory.

Little analysis. Fails to identify all points & theory Cant communicate ideas. Frequent errors in grammar & pronunciatio n.

Communication skills

Excellent articulation & persuasive communica tion

Very good articulatio n of ideas

Good communica tion of ideas

Not good communicatio n ideas. Language is not clear

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Group Project
Guidelines for Group Project work You are encouraged to form your own groups and the groups should be of 6-7 members. While making a group kindly identify the skills of the individual members of the group and use them to advantage, as well as making sure you schedule meetings that all can attend and allocate tasks evenly among the group members. It is in your own interest to learn to work together and to make an equal contribution to the whole project. Title of the group project:

Study of Consumer Behavior for one of the products / services of your choice.
The group project will be evaluated on the following basis: 1. Evaluation of consumers reaction to promotional messages 2. Why consumers make the purchase decision for the product or service 3. Evolution of promotional messages / campaigns by the company over last few years to influence consumers effectively Above needs to incorporate concepts covered during the course like Internal & External determinants of Consumer Behavior and Consumer Decision Making Process. The influence on the buying behavior can be measured with the help of a survey using a questionnaire and a group report needs to be submitted on the same. Hard copies of all filled questionnaires need to be submitted by not later than 5 pm on 03-Aug-12. You are encouraged to include verifiable contact information for your respondents. Though this is not mandatory, project groups having this information on their questionnaire will be considered favorably. Information collected from company officials (with verifiable contact details) will also be highly favored. Details on the project: Different determinants of consumer behavior can be measured with the help of different cognitive, affective and behavioral reactions of consumers and secondary research. Project work will showcase how much knowledge students have about promotional

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campaigns and whether this knowledge can be combined with primary research and concepts to showcase their understanding of consumer behavior. The impact of promotional messages can be measured by knowing few of the following things: Does the promotional message add value to consumers knowledge of brands and products/services? What significance does a promotional message acquire in different external settings? Does it encourage purchase decision? A total word count for this project is no more than 2000 words. Every additional 500 words will result in deduction of 10% marks unless extra words are absolutely necessary. For the Group Presentation, each member of the group has to contribute. In addition, each member of the group needs to have complete understanding of the project. Any member of the group can be asked to present any portion or answer any specific question on project. Plagiarism Policy: Management education is concerned with learning and understanding as a basis for functioning effectively and developing and extending knowledge. The appropriate way of enhancing learning and understanding is to interpret information within your own knowledge base and in your own words. Each year cases of plagiarism are uncovered and dealt severely. A coursework shall be considered plagiarized for following reasons: Copying sections of text from books, dissertation journals, internet without acknowledgement. Brief statements may be used in assessed coursework from these sources but they should be fully referenced including the page number. Paraphrasing ideas from texts without stating their origins. The use of phrases such as "According to Mc Donald (1995)." is acceptable Colluding with other students and submitting identical work Copy the work of another student with or without the student's consent. To avoid anyone copying you are advised to ensure that you delete any word-processed coursework on Institute's PCs after you have copied the work on a pen drive. Policy for Plagiarism and Copying 1. Minor Cases or the inclusion of unacknowledged material accounting less than 20% of the assignment - This would result in a reduction of marks by 20%

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2. Moderate cases or the inclusion of unacknowledged material accounting for 20% -30%of the assignment - This would result in a reduction of marks by 50%. 3. Severe Cases or the inclusion of unacknowledged material accounting for over 30% of the assignment - The student will be awarded a mark of zero. 4. Even in no-copy-paste reports, the students have to mention the references/ sources of the data. 5. In the absence of the references, 10% marks will be deducted. 6. Copying of answers/ assignments/ reports among friends results in awarding zero to all similar copies. 7. Questionnaires filled as part of primary research have to be genuine responses. There should not be any attempt to artificially manufacture the filled questionnaires. Any contravention to this will result in deduction of 50% marks from the project work for the group. Format of Submission of Group Project work Project work must be submitted according to the deadlines specified by the instructor at the beginning of the module. The documents must be submitted to the instructor before 5 pm on the day of submission. Failure to submit without good cause (illness supported by a medical certificate or similar) will result in a zero mark. All submissions are to be made in soft copy except the filled questionnaires. When submitting Project work, you must include a cover page which specifies: The Title of the project Y name / group member names our Student ID number (s) Y section our The Module title The name of the module instructor Consumer Behavior Rubrics Project
Grade Learning Objectives Criteria Awareness of practical aspects in the industry A 5 Demonstrates excellent genuine awareness B 4 Appropriate and insightful genuine awareness of consumer C 3 Genuine awareness of consumer behaviour aspects in D 2 Good awareness of consumer behaviour aspects in the E 1 Little awareness of consumer behaviour F 0 Lacks awareness of consumer behaviour aspects in the industry

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of consumer behaviour aspects in the industry Excellent applied grasp of core principles, evidenced through a very wide range of relevant updated references. Marketing suggestions very well substantiated. Demonstrates excellent understanding of the Internal as well as External determinants in Consumer decision making Demonstrates excellent & concise analysis of consumer data & insights to present fitting models utilizing concepts. Articulate and persuasive use of language. Consistently

behaviour aspects in the industry Very good applied grasp of core principles, evidenced through a wide range of relevant updated references. Marketing suggestions well substantiated.

the industry

industry

Demonstrate an understanding of the basic principles and concepts of Consumer Behaviour and contemporary marketing issues

Good applied grasp of core principles, evidenced through a wide range of relevant updated references. Good consistency in report.

Most core principles applied, evidenced through relevant references. Good consistency in report. Most suggestions substantiated. Demonstrates competent understanding of the Internal as well as External determinants in Consumer decision making Some evidence of understanding depicted. Partially collects and collates information in a structured way. Language mainly fluent but frequent errors of grammar

Understand the role of Internal and External determinants in Consumer decision making

Analysis and Modelling Written Communication

Demonstrates very good understanding of the Internal as well as External determinants in Consumer decision making Demonstrates good analysis of consumer data & insights to present apt models utilizing concepts without guidance. Thoughts and ideas are clearly expressed. Grammar/sp

Demonstrates good understanding of the Internal as well as External determinants in Consumer decision making Can collect and collate ideas and information in a predictable and standard way covering concepts. Language mainly fluent. Grammar /spelling

aspects in the industry Reasonable grasp of core principles, evidenced by use of some relevant references. Consistency is depicted in report. Some suggestions substantiated. Demonstrates reasonable understanding of the Internal as well as External determinants in Consumer decision making Some evidence of analysis but misses important points. Can collate data and ideas to a very little extent. Purpose and meaning somewhat clear but lan-

Inadequate grasp of core principles; very limited range of references and/or references of questionable relevance. Little consistency in report.

Fails to Demonstrate an understanding of the Internal as well as External determinants in Consumer decision making

Little or no analysis. Fails to identify key. No organisation of ideas and information Purpose and meaning unclear. Language/grammar and spelling poor

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accurate use of grammar/spelling Structure guides through argument. Presentation is excellent.

Structure and presentation

elling accurate and language fluent Structure supports argument clearly. Presentation clear and appropriate

mainly accurate

or spelling

guage is poor Problems with structure and presentation

Structure coherent. Presentation good.

Structure and presentation satisfactory

Structure unclear. Poorly presented.

LEARNING CURRICULUM 6.1 CURRICULUM MAP: Consumer Behavior Program Learning Outcomes L3 L4 L5 L6 L7 * * * * *

Module CB

L1

L2 *

L8 *

L9

L1: An understanding of organizations, their external context and their management. L2: An awareness of current issues in business & management which is informed by research & practice in the field. L3: An understanding of appropriate techniques sufficient to allow investigation into relevant business & management issues. L4: The ability to acquire & analyze data and information. L5: The ability to apply relevant knowledge to practical situation. L6: The ability to work & lead effectively in a team based environment. L7: An improvement in both oral & written communication skills. L8: Be cognizant of the impact of their individual & corporate actions on society and recognize ethical business practices. L9: Be sensitive to the social economic and environmental responsibilities of business.

6.2 TEACHING MAP: Consumer Behavior

Module CB T1: T2: T3: T4: T5: T6:

T1 T2 *

T3 *

T4 *

T5

T6

Lectures Seminars/Tutorials Projects & Presentation Case Discussion Guest Lectures/Industrial Visits Lab Sessions

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6.3

ASSESSMENT MAP: Consumer Behavior

Module CB

A1

A2 *

A3

A4

A5 *

A1- Individual assignment/case study A2- Group assignment/ project/business plan A3- Open book examinations/ case study A4- Closed book examinations A5- Group Presentations

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