PES School Of Engineering
Dept. Of MBA
Lesson Plan
Semester – III
Subject Code:12MBAMM313
Subject Title: Consumer Behaviour
Faculty Name: Priya Diana Mercy
No of Hours / Week: 5
Table -1 : Session Plan
Mod
No
Session
. No. Contents
Pedagogical
Tools Presentation
Assignments /
Additional
Work
1
1
Introduction to the study of Consumer Behavior:

Objective:
Introduction to the subject – Icebreaker.

Description:
Explanation about the subject its scope and importance in
Marketing. Meaning
& Definition of CB, Lecture/PPT
Summary of class learning
Total no of Lectures:62
IA Marks: 50
Exam Hours: 3 Hours
Exam Marks: 100
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)
8%

Mod
No
Session
. No. Contents
Difference between consumer &
Customer.

Outcome : The student will be able to state the difference between consumer and customer & consumer with examples.
2
Indian Consumers

Objective: To encourage the students to develop a deep understanding about the Indian
Consumers.

Description:
Discussions about the nature &
Characteristics of
Indian Consumers

Outcome: The students will be able to differentiate between Indian
Pedagogical
Tools Presentation
Lecture/PPT
Assignments /
Additional
Work
Student Learning
Evaluation
Technique
Summary of class learning Class Participation
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents
Consumers and
Consumers across the world.
3
4
Consumer Rights
Movement.

Objective : To understand the development of consumer rights movement in India.

Description :
Discussions about the Consumer
Movement in India,
Rights of the
Consumer

Outcome: To be able to recommend remedies for various
Consumer Rights
Cases.
Consumer Rights
Movement.

Objective : To understand the development of consumer rights
Pedagogical
Tools Presentation
Lecture/PPT
Lecture/PPT
Assignments /
Additional
Work
Student Learning
Evaluation
Technique
Summary of class learning Class Participation
Summary of class learning Class Participation
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents movement in India.

Description :
Discussions about the responsibilities of consumers in
India, Benefits of consumerism

Outcome: To be able to list out the responsibilities(as consumers) that the student’s fulfill and also the ones they do not fulfill.
5
LAB 1 - “Decision Making
Process” for the following products. It must contain a clear account of (a) The
Decision Making style (b)
Information sought for making decisions and the sources of information (c)
The key decision variables
(d) The key influencer(s) in the decision making process. - Toothpaste
Pedagogical
Tools Presentation
Case
Discussion
Assignments /
Additional
Work
Lab Record
Student Learning
Evaluation
Technique
Exercise Completion
Cumulative
Coverage
(%)

Mod
No
2
Session
. No. Contents
6
Research

Objective: to understand the Role of Research in understanding consumer Behaviour

Description: In dept analysis of
Consumer Research.
Consumer
Research Paradigms
(Qualitative &
Quantitative
Research Methods,
Combining
Qualitative and
Quantitative
Research Findings)

Outcome: The students should conduct a survey and prepare a report on
Consumer
Behaviour
Pedagogical
Tools Presentation
Lecture/PPT
Assignments /
Additional
Work
Student Learning
Evaluation
Technique
Summary of class learning Class Participation
Cumulative
Coverage
(%)
19%

Mod
No
Session
. No. Contents
7
Research

Objective: to understand the Role of Research in understanding consumer Behaviour

Description: The consumer research process-Developing research objectives, collecting secondary data, designing primary research, data analysis and reporting research findings.

Outcome: The students should conduct a survey and prepare a report on
Consumer
Behaviour
Pedagogical
Tools Presentation
Lecture/PPT/
Case Study 1
Assignments /
Additional
Work
Student Learning
Evaluation
Technique
Summary of class learning Class Participation
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents
8
Pedagogical
Tools Presentation
Models of Consumer
Behaviour:

Objective: to develop an understanding of the various model of
Consumer
Behaviour.

Description: discussions on the
Input-Process-
Output Model of
Consumer
Behaviour.
Internal Influences:
Motivation,
Personality,
Perception,
Learning, Attitude,
Communications,
External Influences -
Social Class,
Culture, Reference
Groups, Family

Outcome: The students should be able to list out the internal and external Lecture/PPT
Assignments /
Additional
Work
Student Learning
Evaluation
Technique
Summary of class learning Class Participation
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents factors which influence consumer
Behaviour in various types of purchases.
Pedagogical
Tools Presentation
Assignments /
Additional
Work
Student Learning
Evaluation
Technique
Cumulative
Coverage
(%)
9
Decision Making

Objective : To understand the importance of decision making on the consumer purchase.

Description: the following topics will be discussed in detail. Levels of
Consumer Decision
Making - Complex
Decision Making or
Extensive Problem
Solving Model, Low
Involvement
Decision Making or
Limited Problem Lecture/PPT
Summary of class learning Class Participation

Mod
No
Session
. No. Contents
Solving Model,
Routinised
Response Behaviour,
Four views of consumer decision making (economic, passive, cognitive, emotional)

Outcome: Be able to create the identify the decision making process in various scenario’s
10
LAB 2 - “Decision Making
Process” for the following products. It must contain a clear account of (a) The
Decision Making style (b)
Information sought for making decisions and the sources of information (c)
The key decision variables
(d) The key influencer(s) in the decision making process. - Laptop
Pedagogical
Tools Presentation
Case
Discussion
Assignments /
Additional
Work
Lab Record
Student Learning
Evaluation
Technique
Exercise Completion
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents
Situational Influences -

Objective: to understand the situational factors that influence
Consumer
Behaviour.

Description: A detailed analysis of
11
The Nature of
Situational Influence
(The communication
Situation, The
Purchase Situation,
The usage situation, The disposition situation)

Outcome: The various situational factors that come to play when purchasing a product of one’s daily use
(such as soap, mobile connection,
Clothes ect..)
Pedagogical
Tools Presentation
Lecture/PPT
Assignments /
Additional
Work
Summary of class learning
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents
12
Situational
Characteristics

Objective: to understand the
Situational
Characteristics and consumption behaviour

Description:
Discussions about the Physical features, Social
Surroundings,
Temporal
Perspectives, Task
Definition,
Antecedent States

Outcome: The student should be able to list out the
Situational
Characteristics while purchasing the services of a
Hospital.
Pedagogical
Tools Presentation
Lecture/PPT
Assignments /
Additional
Work
Summary of class learning
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)

Mod
No
3
Session
. No. Contents
13
Pedagogical
Tools Presentation
Individual Influences on
Consumer Behaviour:

Objective: to study the in-depth the
Individual
Influences on
Consumer
Behaviour

Description:
Explanations about
A)Motivation:
Basics of
Motivation, Needs,
Goals, Positive &
Negative Motivation

Outcome: The student should be list out the positive and negative motivation among men and women during the purchase of clothes. Lecture/PPT
Assignments /
Additional
Work
Summary of class learning
Student Learning
Evaluation
Technique
Class Participation
Class Participation
14
Individual Influences on
Consumer Behaviour:

Objective: to study the in-depth the
Individual Lecture/PPT
Presentation
1
Summary of class learning
Cumulative
Coverage
(%)
33%

Mod
No
Session
. No. Contents
Influences on
Consumer
Behaviour

Description:
Explanations about
Rational Vs
Emotional motives,
Motivation Process,
Arousal of motives,
Selection of goals,
Motvn. Theories and
Mrkg. Strategy -
Maslow’s Hierarchy of Needs Critical evaln. of marketing hierarchy and marketing applications.

Outcome: The student should list out at least 5 needs(for each level) that come under Maslow’s
Hierarchy of needs.
Pedagogical
Tools Presentation
Assignments /
Additional
Work
Student Learning
Evaluation
Technique
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents
LAB 3 - “Decision Making
Process” for the following products. It must contain a
15 clear account of (a) The
Decision Making style (b)
Information sought for making decisions and the sources of information (c)
The key decision variables
(d) The key influencer(s) in the decision making process. – Tea powder
Pedagogical
Tools
Case
Discussion
Presentation
Assignments /
Additional
Work
Student Learning
Evaluation
Technique
Lab Record Exercise Completion
Class Participation
Cumulative
Coverage
(%)
16
Individual Influences on
Consumer Behaviour:

Objective: to study the in-depth the
Individual
Influences on
Consumer
Behaviour

Description:
McGuire’s
Psychological
Motives (Cognitive
Preservation Lecture/PPT
Summary of class learning

Mod
No
Session
. No. Contents
Motives, Cognitive
Growth Motives,
Affective
Preservation
Motives, Affective
Growth Motives)

Outcome: The student should be able to apply the
McGuire’s
Psychological
Motives to a practical purchase situation.
17
Individual Influences on
Consumer Behaviour:

Objective: to study the in-depth the
Individual
Influences on
Consumer
Behaviour

Description: B)
Personality:Basics of
Personality, Theories of Personality and
Marketing
Pedagogical
Tools Presentation
Lecture/PPT
Assignments /
Additional
Work
Summary of class learning
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents
Strategy(Freudian,
Neo-Freudian &
Trait Theories),
Applications of
Personality concepts in Marketing

Outcome: The student should participate in a debate on Freudian,
Neo-Freudian & trait theory
18
Pedagogical
Tools Presentation
Individual Influences on
Consumer Behaviour:

Objective: to study the in-depth the
Individual
Influences on
Consumer
Behaviour

Description:
Personality and understanding consumer diversity(Consumer
Innovativeness and related personality Lecture/PPT
Assignments /
Additional
Work
Summary of class learning
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents traits, Cognitive personality factors,
Consumer
Materialism,
Ethnocentrisms)

Outcome: The
Students should be able to identify and describe themselves on the Consumer
Innovative sacle( for innovations such as dry shampoo, watch mobile etc)
19
Individual Influences on
Consumer Behaviour:

Objective: to study the in-depth the
Individual
Influences on
Consumer
Behaviour

Description: Brand
Personality (Brand
Personification,
Gender, Geography,
Color), Self and
Pedagogical
Tools
Lecture/PPT
Presentation
Assignments /
Additional
Work
Summary of class learning
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents
Self-Image (One or
Multiple selves, The extended self,
Altering the self)

Outcome: the students should be able to create the brand personality for
10 brands that they are using currently.
20
LAB 4 - “Decision Making
Process” for the following products. It must contain a clear account of (a) The
Decision Making style (b)
Information sought for making decisions and the sources of information (c)
The key decision variables
(d) The key influencer(s) in the decision making process. – Higher Studies
Pedagogical
Tools Presentation
Case
Discussion
Assignments /
Additional
Work
Lab Record
Student Learning
Evaluation
Technique
Exercise Completion
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents
21
Individual Influences on
Consumer Behaviour:

Objective: to study the in-depth the
Individual
Influences on
Consumer
Behaviour

Description:
Explanation of C)
Perception: Basics of Perception &
Marketing implications,
Elements of
Perception(Sensation
, Absolute
Threshold,
Differential
Threshold,
Subliminal
Perception),
Dynamics of
Perception
(Perceptual
Selection,
Perceptual
Interpretation,
Pedagogical
Tools
Lecture/PPT
Presentation
Assignments /
Additional
Work
Summary of class learning
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents
Perceptual
Organization)

Outcome: the students should be able to create the
Dynamics of
Perception
(Perceptual
Selection,
Perceptual
Interpretation,
Perceptual
Organization) for the purchase of a FMCG item.
22
Pedagogical
Tools
Individual Influences on
Consumer Behaviour:

Objective: to study the in-depth the
Individual
Influences on
Consumer
Behaviour

Description:
Consumer Imagery,
Product positioning and repositioning, Lecture/PPT
Presentation
Presentation
2
Assignments /
Additional
Work
Summary of class learning
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)

Mod
No
4
Session
. No. Contents
Positioning of services, perceived price, perceived quality, price/quality relationship, retail store image, manufacturer’s image, Perceived
Risk, Types of risk,
How consumers’ handle risk

Outcome: the students should be able to illustrate the various types of risks they have and their means of handling the same.
23
Individual Influences on
Consumer Behaviour:

Objective: to study the in-depth the
Individual
Influences on
Consumer
Behaviour
Pedagogical
Tools
Lecture/PPT/
Case Study 2
Presentation
Assignments /
Additional
Work
Summary of class learning
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)
46%

Mod
No
Session
. No. Contents

Description:
Learning Elements of Consumer
Learning,
Motivation, Cues,
Response,
Reinforcement,
Marketing
Applications of
Behavioural
Learning Theories

Outcome: the students should be able to list out motives for the purchase of various items.
24
Individual Influences on
Consumer Behaviour:

Objective: to study the in-depth the
Individual
Influences on
Consumer
Behaviour

Description:
Classical
Pedagogical
Tools Presentation
Assignments /
Additional
Work
Student Learning
Evaluation
Technique
Lecture/PPT
Class Participation
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents
Conditioning(Pavlov ian Model, Neo-
Pavlovian Model),
Strategic Marketing
Applications of
Classical
Pedagogical
Tools
25
Conditioning),
Instrumental
Conditioning,
Elaboration
Likelihood Model

Outcome: the students should be able identify the differences between various motivational theories.
LAB 5 - “Decision Making
Process” for the following products. It must contain a clear account of (a) The
Decision Making style (b)
Information sought for making decisions and the sources of information (c)
The key decision variables
(d) The key influencer(s) in the decision making
Case
Discussion
Presentation
Assignments /
Additional
Work
Lab Record
Student Learning
Evaluation
Technique
Exercise Completion
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents process. – Internet Service
Providers
26
27
Individual Influences on
Consumer Behaviour:

Objective: to study the in-depth the
Individual
Influences on
Consumer
Behaviour

Description:
Attitude: Basics of attitude, The nature of attitude

Outcome: the students should be able to create the past, present and future attitudes towards a particular brand.
Individual Influences on
Consumer Behaviour:

Objective: to study the in-depth the
Individual
Influences on
Pedagogical
Tools Presentation
Assignments /
Additional
Work
Student Learning
Evaluation
Technique
Lecture/PPT
Lecture/PPT
Summary of class learning
Class Participation
Class Participation
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents
Consumer
Behaviour

Description: Models of attitude and
Marketing
Implication, (Tricomponent Model,
Multi attribute models)

Outcome: the students should be able to differentiate between the various models of attitude.
28
Pedagogical
Tools Presentation
Individual Influences on
Consumer Behaviour:

Objective: to study the in-depth the
Individual
Influences on
Consumer
Behaviour

Description:
Persuasive
Communication
Communications strategy, Target Lecture/PPT
Assignments /
Additional
Work
Summary of class learning
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents
Audience

Outcome: the students should be able to create the brand personality for
10 brands that they are using currently.
29
Individual Influences on
Consumer Behaviour:

Objective: to study the in-depth the
Individual
Influences on
Consumer
Behaviour

Description: Media
Strategy, Message strategies, Message structure and presentation

Outcome: the students should be able to identify the message strategy in
5 different print advertisements.
Pedagogical
Tools Presentation
Lecture/PPT
Assignments /
Additional
Work
Summary of class learning
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)

Mod
No
5
Session
. No. Contents
LAB 6 - - “Decision
Making Process” for the following products. It must
30 contain a clear account of
(a) The Decision Making style (b) Information sought for making decisions and the sources of information
(c) The key decision variables (d) The key influencer(s) in the decision making process. – Formal
Office Wear
31
External Influences on
Consumer Behaviour:

Objective: to study the in-depth the
External Influences on Consumer
Behavior

Description: Social
Class: Social Class
Basics, What is
Social Class?(Social class & Social status,
The dynamics of status consumption,
Features of Social
Pedagogical
Tools
Case discussion
Presentation
Presentation
3
Lecture/PPT/
Case Study 3
Assignments /
Additional
Work
Lab Record
Summary of class learning
Assignment #2
Student Learning
Evaluation
Technique
Exercise Completion
Class Participation
Cumulative
Coverage
(%)
60%

Mod
No
Session
. No. Contents
Class, Five Social-
Class Categories in
India

Outcome: the students should be able to list out the features of the 5 social class categories in India.
32
External Influences on
Consumer Behaviour:

Objective: to study the in-depth the
External Influences on Consumer
Behavior

Description: The measurement of social class
(Subjective
Measures,
Reputations
Measures, Objective
Measures), Social
Class Mobility, Geodemographic
Clustering, Social
Pedagogical
Tools
Lecture/PPT
Presentation
Assignments /
Additional
Work
Summary of class learning
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents
Stratification, Social class role and status differentiation and evaluation, Factors responsible for social stratification

Outcome: the students should be able to identify the social class mobility in Southern India and the factors responsible for the same.
33
External Influences on
Consumer Behaviour:

Objective: to study the in-depth the
External Influences on Consumer
Behavior

Description: Culture and Subculture -
Major Focus on
Indian Perspective
Culture: Basics,
Meaning,
Pedagogical
Tools
Lecture/PPT
Presentation
Assignments /
Additional
Work
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents
Characteristics,
Factors affecting culture, Role of customs, values and beliefs in
Consumer
34
Behaviour, The measurement of culture, Content analysis, Consumer fieldwork, Value measurement survey instruments

Outcome: the students should be able to identify the purchases they have made where customs was a major influencing factor during the purchase phase.
External Influences on
Consumer Behaviour:

Objective: to study the in-depth the
External Influences on Consumer
Pedagogical
Tools
Lecture/PPT
Presentation
Presentation
3
Assignments /
Additional
Work
Summary of class learning
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents
Behavior

Description:
Subculture:
Meaning, Subculture division and consumption pattern in India, Types of subcultures

Outcome: the students should be able to list out at least 5 types of subcultures within a particular culture and also list out their unique features in consumption of goods, taste and preferences etc.
35
LAB 7 - “Decision Making
Process” for the following products. It must contain a clear account of (a) The
Decision Making style (b)
Information sought for making decisions and the sources of information (c)
The key decision variables
Pedagogical
Tools
Case discussion
Presentation
Assignments /
Additional
Work
Student Learning
Evaluation
Technique
Lab Record Exercise Completion
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents
(d) The key influencer(s) in the decision making process. – Cosmetics for men and women.
External Influences on
Consumer Behaviour:

Objective: to study
36 the in-depth the
External Influences on Consumer
Behavior

Description:
Nationality subcultures,
Religious subcultures, geographic and regional subcultures,
Pedagogical
Tools Presentation racial subcultures, age subcultures, sex as a subculture

Outcome: the students should be able to create the differences between different subculture for different goods Lecture/PPT
Assignments /
Additional
Work
Summary of class learning
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents
(Example: mobile phones using age subculture)
Pedagogical
Tools Presentation
Assignments /
Additional
Work
Student Learning
Evaluation
Technique
Cumulative
Coverage
(%)
Class Participation
37
External Influences on
Consumer Behaviour:

Objective: to study the in-depth the
External Influences on Consumer
Behavior

Description: Crosscultural consumer analysis:
Similarities and differences among people, the growing global middle class

Outcome: the students should be able to identify the
% of growing middle class in at least 10 important countries of the

Mod
No
Session
. No. Contents world.
38
External Influences on
Consumer Behaviour:

Objective: to study the in-depth the
External Influences on Consumer
Behavior

Description:
Acculturation is a needed marketing viewpoint, applying research techniques

Outcome: the students should be able to apply research techniques to identify acculturation
External Influences on
Consumer Behaviour:

Objective: to study the in-depth the
External Influences
Pedagogical
Tools Presentation
Assignments /
Additional
Work
Student Learning
Evaluation
Technique
Cumulative
Coverage
(%)
Presentation
5
Class Participation

Mod
No
6
Session
. No. Contents on Consumer
Behavior

Description: Crosscultural marketing strategy: Crosscultural marketing problems in India,
Strategies to overcome crosscultural problems

Outcome: the students should be able to identify at least 3 successful cross cultural marketing initiatives and also 3 failures and give reasons for the same.
39
External Influences on
Consumer Behaviour:

Objective: to study the in-depth the
External Influences on Consumer
Behavior

Description: Groups:
Pedagogical
Tools Presentation
Assignments /
Additional
Work
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)
75%

Mod
No
Session
. No. Contents
Meaning and Nature of Groups

Outcome: the students should be able to list out the group that they belong to and its influence on their purchase behaviour.
40
41
LAB 8 - - “Decision
Making Process” for the following products. It must contain a clear account of
(a) The Decision Making style (b) Information sought for making decisions and the sources of information
(c) The key decision variables (d) The key influencer(s) in the decision making process. – Health
Care Services
External Influences on
Consumer Behaviour:

Objective: to study the in-depth the
External Influences on Consumer
Pedagogical
Tools
Case discussion
Lecture/PPT
Presentation
Assignments /
Additional
Work
Lab Record
Student Learning
Evaluation
Technique
Exercise Completion
Class Participation
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents
Behavior

Description: Family:
The changing structure of family,
Family decision making and consumption related roles Key family consumption roles

Outcome: the students should be able to identify the influence of their family on their purchase of 3 items of their choice.
42
External Influences on
Consumer Behaviour:

Objective: to study the in-depth the
External Influences on Consumer
Behavior

Description:
Dynamics of husband-wife decision making
Pedagogical
Tools Presentation
Lecture/PPT
Assignments /
Additional
Work
Summary of class learning
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents

Outcome: the students should be able to identify print ads that clearly demonstrate the
Dynamics of husband-wife decision making
External Influences on
Consumer Behaviour:

Objective: to study the in-depth the
External Influences on Consumer
Behavior

Description: The expanding role of children in family decision making

Outcome: the students should be able to list out products and services where the child plays an important role in the decision making.
Pedagogical
Tools Presentation
Assignments /
Additional
Work
Student Learning
Evaluation
Technique
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents
43
External Influences on
Consumer Behaviour:

Objective: to study the in-depth the
External Influences on Consumer
Behavior

Description:
Reference Groups:
Understanding the power & benefits of reference groups, A broadened perspective on reference groups,
Factors that affect reference group influence

Outcome: the students should be able to suggest appropriate reference groups that marketers need to use to influence their consumers for various types of
Pedagogical
Tools Presentation
Lecture/PPT
Assignments /
Additional
Work
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents products.
Pedagogical
Tools Presentation
Assignments /
Additional
Work
Student Learning
Evaluation
Technique
Cumulative
Coverage
(%)
44
External Influences on
Consumer Behaviour:

Objective: to study the in-depth the
External Influences on Consumer
Behavior

Description: Types of reference groups,
Friendship groups,
Shopping groups,
Work groups Virtual groups, Consumeraction groups,
Reference group
Appeals, Celebrities

Outcome: the students should be able to list out people belonging to their Friendship Lecture/PPT
Class Participation

Mod
No
Session
. No. Contents groups, Shopping groups, Work groups, Virtual groups, Consumeraction groups,
Reference group
Appeals, Celebrities
7
45
46
LAB 9- “Decision Making
Process” for the following products. It must contain a clear account of (a) The
Decision Making style (b)
Information sought for making decisions and the sources of information (c)
The key decision variables
(d) The key influencer(s) in the decision making process. – Hair Solon
Consumer Influence and
Diffusion of Innovations

Objective: to study the in-depth the
Consumer Influence and Diffusion of
Innovations

Description:
Pedagogical
Tools
Case discussion
Lecture/PPT
Presentation
Assignments /
Additional
Work
Student Learning
Evaluation
Technique
Lab Record Exercise Completion
Class Participation
Cumulative
Coverage
(%)
90%

Mod
No
Session
. No. Contents
Detailed explanations about the process of diffusion of innovations.

Outcome: the students should be able to chart out the diffusion of innovation for any innovation that has come in the last few decades.
47
Pedagogical
Tools
Consumer Influence and
Diffusion of Innovations

Objective: to study the in-depth the
Consumer Influence and Diffusion of
Innovations

Description: Opinion
Leadership:
Dynamics of opinion leadership process

Outcome: the students should be Lecture/PPT
Presentation
Presentation
6
Assignments /
Additional
Work
Summary of class learning
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents able to list out the characteristics of opinion leaders.
Consumer Influence and
Diffusion of Innovations

Objective: to study the in-depth the
Consumer Influence and Diffusion of
Innovations

Description: Opinion
Leadership &
Marketing Strategy,
Pedagogical
Tools
48
Creation of Opinion
Leaders

Outcome: the students should be able to ways in which option leadership can be used as a marketing strategy with relevant examples.
Lecture/PPT/
Case Study 6
Presentation
Assignments /
Additional
Work
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents
49
50
Consumer Influence and
Diffusion of Innovations

Objective: to study the in-depth the
Consumer Influence and Diffusion of
Innovations

Description:
Diffusion of
Innovations:
Diffusion Process
(Innovation,
Communication channels,
Social System,
Time)

Outcome: the students should be able to create necessary communication for the diffusion process for a product
LAB 10 - “Decision Making
Process” for the following products. It must contain a clear account of (a) The
Pedagogical
Tools
Lecture/PPT
Case discussion
Presentation
Presentation
7
Assignments /
Additional
Work
Summary of class learning
Lab Record
Student Learning
Evaluation
Technique
Class Participation
Exercise Completion
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents
Decision Making style (b)
Information sought for making decisions and the sources of information (c)
The key decision variables
(d) The key influencer(s) in the decision making process. – Banking Services
51
Pedagogical
Tools Presentation
Consumer Influence and
Diffusion of Innovations

Objective: to study the in-depth the
Consumer Influence and Diffusion of
Innovations

Description:
Adoption Process:
Stages, categories of adopters

Outcome: the students should be able to identify adopter of various categories from their friends and give reasons for the same. Lecture/PPT
Assignments /
Additional
Work
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents
52
Consumer Influence and
Diffusion of Innovations

Objective: to study the in-depth the
Consumer Influence and Diffusion of
Innovations

Description: Post
Purchase Processes:
Post Purchase
Processes, Customer
Satisfaction, and customer commitment: Post purchase dissonance,
Product use and non use, Disposition,
Product disposition

Outcome: the students should be able to give examples of post purchase dissonance from their most recent purchases.
Pedagogical
Tools Presentation
Lecture/PPT
Assignments /
Additional
Work
Summary of class learning
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)

Mod
No
8
Session
. No. Contents
53
CRM & Online Decision
Making

Objective: to understand the importance of CRM

Description: The students will discuss the following topics:
A) Customer
Relationship
Management
Meaning &
Significance of
CRM, Types of
CRM (Operational,
Collaborative,
Analytical),
Strategies for building relationship marketing

Outcome: be able to list out various CRM software’s that are present in the market and the organizations using them.
Pedagogical
Tools Presentation
Lecture/PPT
Assignments /
Additional
Work
Assignment #3
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)
100%

Mod
No
Session
. No. Contents
54
55
Pedagogical
Tools Presentation
CRM & Online Decision
Making

Objective: to understand the importance of CRM

Description:
Explanation about
CRM Vs Customer retention, CRM
Process-Benefits,
CRM process for marketing organisations, brand switching behaviour

Outcome:
Recommend methods by which organisations can retain customers through better CRM. Lecture/PPT
CRM & Online Decision
Making

Objective: to understand the importance of CRM

Description:
Case discussion
Presentation
8
Assignments /
Additional
Work
Lab Record
Student Learning
Evaluation
Technique
Class Participation
Exercise Completion
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents
Analysis of e-CRM,
Meaning,
Importance of e-
CRM, Difference
Between CRM & e-
CRM

Outcome: be able to diffenciate between
CRM & e-CRM.
With its pro’s and
Con’s.
56
Online Decision Making

Objective: to understand the importance of
Online decision making.

Description: The
Meaning & Steps of online decision making will be discussed in detail

Outcome: The student will be able to identify the impact on Online decision making on
Pedagogical
Tools
Lecture/PPT/
Case Study 7
Presentation
Assignments /
Additional
Work
Student Learning
Evaluation
Technique
Class Participation
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents the purchase process.
57
58
59
60
Case Study - Consumer
Behaviour: Building
Marketing Strategy,
Hawkins, Best, Coney &
Mookerjee, Tata McGraw
Hill Publications, 9 th
Edition
- Levi's Blues ( 495 – 496)
Case Study - Consumer
Behaviour: Building
Marketing Strategy,
Hawkins, Best, Coney &
Mookerjee, Tata McGraw
Hill Publications, 9 th
Edition
Dairy Queen Sells Irradiated
Burgers ( 500 – 502)
Case Study - Consumer
Behaviour: Building
Marketing Strategy,
Hawkins, Best, Coney &
Mookerjee, Tata McGraw
Hill Publications, 9 th
Edition
Revlon for Men ( 504 – 506)
Case Study - Consumer
Behaviour: Building
Pedagogical
Tools Presentation
Assignments /
Additional
Work
Student Learning
Evaluation
Technique
Class Participation
Class Participation
Class Participation
Class Participation
Cumulative
Coverage
(%)

Mod
No
Session
. No. Contents
Marketing Strategy,
Hawkins, Best, Coney &
Mookerjee, Tata McGraw
Hill Publications, 9 th
Edition
Made in Mexico – (507 –
508)
61
62
Revision -
Revision
Pedagogical
Tools Presentation
Lecture/PPT
Lecture/PPT
Assignments /
Additional
Work
Student Learning
Evaluation
Technique
Class Participation
Class Participation
Cumulative
Coverage
(%)

Evaluation Techniques
Case Based Discussions will be carried out and evaluated in the following manner
Cases are already announced in the session plan. Table-4 shows where the case is available and students are expected to have copies and prepare themselves before coming to the discussion. Groups will be formed and each group presents atleast one case in the class.
All groups are expected to come prepared for the case presentation and a group will be randomly chosen to present the case by the faculty member. The group would present the case and the rest of the class would then start discussing the case. The time awarded for the presentation and discussion would depend on the time allotted for the case discussion in the class.
The Case Presentation would be evaluated on the following parameters. This is relevant only to the group presenting the case. Each parameter rated on a scale of 1 to 5. All the members of the group are expected to be present for making the presentation. If a group is not full or if all members in the group are not present, then that group loses the chance of making a presentation.
1.
Identification of issue(s) in the case
2.
Relevance of alternatives used to resolve the issue
3.
Presentation Skill of the Group
4.
Ability to handle questions and issues raised by the class
The Class Participation would be evaluated on the following parameters. This is relevant only to the rest of the class which has not presented the case. Each parameter rated on a scale of 1 to 5
1.
Ability shown in evaluation of issues and alternatives raised by the group making the presentation
2.
Communication Skill in discussion
3.
Discipline and Self-Control exhibited while participating in a discussion
4.
Relevance of issues and discussions raised to the subject matter

Table – 2: Presentation Topics
The students are expected to study the “Decision Making Process” for the following products. The same must be presented in the class as indicated in Table – 1. The presentation must contain a clear account of (a) The Decision Making style (b)
Information sought for making decisions and the sources of information (c) The key decision variables (d) The key influencer(s) in the decision making process. Then, based on this information, a NEW PRODUCT MARKETING
CAMPAIGN has to be designed and presented.
A survey involving 50 respondents has to be conducted for this purpose. The student has to use his/her knowledge of Research
Methods for carrying out the survey.
Mod
No
S.No. Presentation Topic Mod
No
S.No. Presentation Topic

2
2
5
5
7
Table – 3: Assignments & Additional Work
Mod No S.No. Assignment Topics
6
6
6
3
4
1
2
3
4
5
6
7
8
9
10
Interview two students from two different foreign cultures. Report their perceptions of the major differences in cultural values between their culture and yours.
Interview a sales person who has been selling any of the following products since the past ten years. Report what changes he has observed in the purchasing role of women over time. (a) Cars (b) Home Furniture (c)
Insurance Policies (d) Fertilisers
Examine a variety of magazines / newspapers and clip or copy an advertisement that positions a product as appropriate for different social classes. Explain how each ad appeals to that class.
Find and copy advertisements that specifically use stimulus factors to attract attention. Describe the stimulus factor. Evaluate the effectiveness of the stimulus factor used.
Pick a consumer convenience product, perhaps a personal care product such as a deodorant or mouthwas, and create an advertising copy stressing (a) positive reinforcement (b) negative reinforcement and (c) punishment
Select a product, store or service of relevance to students on this campus. Using a sample of students measure its brand image. Develop a marketing strategy to improve its image
Visit two retail stores selling the same type of merchandise and prepare a report on their use of P-O-P displays. Explain any differences.
Interview a child 2 to 4 years of age, one between 5 and 7, and one between 8 and 10. determine their understanding of selling intent and techniques of television commercials. Report your findings
Find and copy two advertisements that appeal to each level of Maslow's hierarchy. explain why the ads appeal to the particular levels, and speculate on why the firm decided to appeal to these levels.
Visit three pizza restaurants. Describe how the service-scape differs across the restaurants. Why do you think these differences exist?

Table – 4: Case Study Topics
Mod
No
S.No
Reference
Book
1
2
3
Case Ttile Page No
Consumer Behaviour: Building Marketing Strategy, Hawkins, Best, Coney & Mookerjee, Tata McGraw Hill
Publications, 9 th
Levi's Blues
Edition
Marketing the California Avocado
Dairy Queen Sells Irradiated Burgers
495 - 496
496 - 500
500 - 502
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
Kraft's Umbrella Campaign
Revlon for Men
Made in Mexico
Thirsty Dog! and Thirsty Cat!
Hardiplank's Pull Stratgey
National Campaign to prevent teenage pregnancy
Bayer Ibuprofen
General Motors Electric Vehicle - EV1
Vespa Boutiques
Encouraging the early detection of Dieseases
Ranbir Singh and His Family: Buying Insurance (Part - A)
Ranbir Singh and His Family: Buying Insurance (Part - B)
The Mosquito Magnet
Wal-Mart enters China
Tony the tiger goes global
502 - 503
504 - 506
507 - 508
508 - 509
510 - 512
512 - 515
515 - 516
727 - 728
731 - 732
741 - 742
304 - 306
307 - 308
301 - 302
296 - 297
294 - 295
Table – 5: References & Additional Readings

All
All
5,6
All
All
All
Mod No
1
2
3
4
5
6
S Particulars o
.
.
N
“Consumer Behaviour”, 8 th
Edition, Schiffman & Kanuk, Prentice Hall of India, 2004
“Consumer Behaviour: Building Marketing Strategy”, 9 th
Edition, Hawkins, Best, Coney &
Mookerjee, Tata McGraw Hill Publications, 2007
“We are Like That Only”, Rama Bijapurkar
“Consumer Behaviour: Buying, Having and Being, 8 th
Edition, Michael R. Solomon,
Prentice Hall of India, 2009
“Consumer Behaviour and Marketing Action”, 6 th
Edition, Henry Assael, Thomson
Learning, South-Western College Publishing, 1998
“Consumer Behaviour”, 2008 Edition, Hoyer, MacInnis, Dasgupta, Biztantra, 2008

Table – 6: (IA Pattern)
Test Marks
60%
Presentations Assignments
20% 20%

For Internal Evaluation T1 marks and the best out of remaining two will be considered.

1 st Test is mandatory.

Question Bank:-
Questions From Old Question Papers
3 Marks Questions
1.
What do you understand by the term “Consumer Movement”? (July, 2007)
2.
Why is the study of consumer Behaviour important (July, 2007; Dec, 2007; July, 2009)
3.
What do you understand by “Post Purchase Evaluation”? (July, 2007)
4.
Comment on Viral Marketing. (July, 2007)
5.
Explain the concept of CRM. (July, 2007)
6.
What do you understand by “Brand Personification” (July, 2007)
7.
Compare consumer research and marketing research. (Dec, 2007)
8.
What is the difference between Goals and Needs. (Dec, 2007)
9.
Explain the concept of brand personality. (Dec, 2007)
10.
What is sleeper effect? (Dec, 2007)
11.
What is the significance of CRM? (Dec, 2007)
12.
Who is an opinion leader? Mention the typical profile of an Opinion Leader. (Dec, 2007)
13.
Define Consumer Behaviour.(July, 2008)
14.
What do you mean by sub culture? Explain with examples. (July, 2008)
15.
Define ethics. Give one example of an unethical practice used by marketers. (July, 2008)
16.
What is e-CRM? (July, 2008; July, 2009)
17.
Describe cross-cultural consumer-analysis. (July, 2008)
18.
Describe acculturation and enculturation. (July, 2008)
19.
Describe the term “Cognitive Dissonance”. (July, 2008; July, 2009)
20.
What is frustration? Name any five defence mechanisms that people use to handle frustration. (July, 2009)
21.
What are the components of communication? (July, 2009)
22.
What is consumer imagery? (July, 2009)
23.
What are the possible reasons for organizations losing their customers? (July, 2009)
24.
What is societal marketing? Give example. (June, 2010)
25.
What is social class mobility? (June, 2010)

26.
What is the difference between positive and negative motivation? (June, 2010)
27.
Who is an affluent consumer? (June, 2010)
28.
Define cross-cultural consumer analysis. (June, 2010)
29.
What is on-line decision making? (June, 2010)
30.
Who is a surrogate buyer? (June, 2010)
31.
Differentiate between a consumer and a customer. (Jan, 2010)
32.
List out the steps in consumer research process. (Jan, 2010)
33.
Explain the term Consumer ethnocentricism. (Jan, 2010)
34.
List out the elements of the learning process. (Jan, 2010)
35.
List out the factors responsible for social stratification. (Jan, 2010)
36.
What are consumer action groups. (Jan, 2010)
37.
What is brand switching Behaviour. (Jan, 2010)
38.
Define the marketing concept. (Dec, 2010)
39.
What are reference groups? (Dec, 2010)
40.
List the three research approaches that are frequently used, to examine the culture and also to spot cultural trends. (Dec, 2010)
41.
What is opinion leadership? (Dec, 2010)
42.
What is e-CRM? (Dec, 2010)
43.
Define attitude, in a consumer Behaviour context. (Dec, 2010)
44.
Define brand personality. Give an example. (Dec, 2010)
45.
Define consumer Behaviour. Which are the disciplines from which CB has borrowed? (June, 2011)
46.
Discuss the benefits of consumerism. (June, 2011)
47.
Define learning. (June, 2011)
48.
Define decision. (June, 2011)
49.
Define attitude and its nature. (June, 2011)
50.
Write the difficulties in cross cultural marketing. (June, 2011)
51.
What is the significance of CRM? (June, 2011)

7 Marks Questions
1.
Explain briefly the various tools to conduct motivational research. (July, 2007)
2.
Explain the strategies to reduce cognitive dissonance. (July, 2007)
3.
What is perceived risk? Explain different types of risk consumers undertake while purchasing a product. (July, 2007; Dec,
2007; July, 2009)
4.
Explain the concept of JND and mention its applications to marketers. (Dec, 2007)
5.
Comment on the various advertising appeals effective in persuading the target audience. (Dec, 2007)
6.
Discuss the various key consumption roles in the family decision making process. (Dec, 2007)
7.
Briefly discuss social class categories in India. (Dec, 2007)
8.
Explain dynamics of opinion leadership. (July, 2007)
9.
Explain the adoption process (July, 2007)
10.
Explain online buying Behaviour. (July, 2007)
11.
Critically evaluate Maslows Hierarchy of Needs Model. (July, 2007)
12.
Bring out the differences between the marketing concept and value and retention focused marketing. (Dec, 2007)
13.
Discuss the various data collection techniques used in Qualitative Consumer Research.
14.
Explain why we study consumer Behaviour. Write the applications of consumer Behaviour. (July 2008)
15.
Define frustration. Describe the defence mechanisms by which individuals cope up with frustrations. (July, 2008; Jan, 2010;
June, 2011)
16.
Define goal. Describe the goal hierarchy and goal selection factor;s. (July, 2008)
17.
Define decision. Describe the three levels of consumer decision making process. (July, 2008)
18.
What are reference groups? How and why they influence buying Behaviour. Give three examples of different reference groups.
(July, 2008)
19.
Define communication. Describe the communication model along with the components of communication. (July, 2008)
20.
What is perceived risk? Describe how people reduce perceived risk. (July, 2008; June, 2010; Jan, 2010)
21.
Marketers often identify their target markets for various products using family life cycle as the base. Explain (July, 2009)
22.
Discuss the emotional appeals often used by marketers. (July, 2009)
23.
Describe the functional and technical requirements for customer relationship management in consumer marketing. (July 2009)
24.
What is consumer decision making? Describe the various views on consumer decision making. (July, 2009)
25.
How are needs and goals connected with motivation. Explain with a simple model of motivation. (July, 2009)
26.
What is brand loyalty? Discuss the factors influencing brand loyalty. (July, 2009)

27.
Explain the different levels of consumer decision making. (June, 2010)
28.
Discuss the benefits of consumerism. (June, 2010)
29.
Define social stratification. Explain the factors responsible for social stratification. (June, 2010)
30.
Why does frustration occur. Explain any five defence mechanisms used to reduce it. (June, 2010)
31.
Explain the various key consumption roles in the family decision making process. (June, 2010)
32.
Analyze the stages of the consumer adoption process. (June, 2010)
33.
How does segmentation, targeting and positioning help the marketers design marketing strategies? (Dec, 2010)
34.
Define the term “motivation”. Explain the two types of needs. (Dec, 2010)
35.
what is meant by communication? Explain the five components of a basic communication model. (Dec, 2010)
36.
Define social class. Explain the three different approaches for measuring social class. (Dec, 2010)
37.
Describe the dynamics of husband-wife decision making. (Dec, 2010)
38.
What is meant by diffusionof innovations? Explain the four basic elements of the diffusion process. (Dec, 2010)
39.
What is meant by consumer learning? Explain the four basic elements of learning theories. (Dec, 2010)
40.
Explain “Maslow's Hierarchy of Needs” model in detail. (Jan, 2010)
41.
Briefly discuss the social class categories in India. (Jan, 2010)
42.
Describe how acculturation is important from a marketers point of view. (Jan, 2010)
43.
Explain how children play an important role in family decision making with an example. (Jan, 2010)
44.
Explain the strategies used by companies to maintain a long-term relationship with its customers. (Jan, 2010)
45.
Explain the consumer decision making process. (June, 2011)
46.
Explain the factors influencing consumer Behaviour. (June, 2011)
47.
Explain the Freudian theory. (June, 2011)
48.
Explain the characteristics of attitude. (June, 2011)
49.
Discuss the cross cultural problems in global market. (June, 2011)
50.
Explain the roles of family members in decision making process. (June, 2011)

10 Marks Questions
1.
Why frustration occurs? Describe several mechanisms to reduce frustration. (July, 2007)
2.
Explain with diagram “Howard Seth Model” of buying Behaviour. What is another name of “Howard Seth Model”? (July,
2007; July, 2008; Jan, 2010)
3.
Explain the various ways in which consumers dispose products after useful life. (July, 2007)
4.
Discuss the various stages in family life cycle and its impact on consumer Behaviour. (July, 2007)
5.
Describe the consumer decision making process with examples (July, 2007)
6.
Explain the consumer gifting Behaviour. (July, 2007)
7.
What is ethics in marketing? Give some examples of unethical practices in marketing. (July, 2007; Jan, 2010; June, 2011)
8.
Explain the consumer decision making process with suitable examples. (Dec, 2007)
9.
What is tri-component attitude model? Mention its application to the marketers. (Dec, 2007)
10.
Mention the applications of the classical conditioning theories that marketers can incorporate. (Dec, 2007)
11.
Bring out the various personality traits related to consumer innovativeness. (Dec, 2007)
12.
Discuss the factors that influence the credibility of formal and informal communication sources. (Dec, 2007)
13.
How relevant is the understanding of Cognitive Dissonance to Marketers, what are the ways by which Marketers can reduce
Dissonance? (Dec, 2007)
14.
Mention the various stages of the Innovation adoption process. How can marketers use this information to strategize? (Dec,
2007)
15.
Explain in detail the various strategies of changing conusmer attitudes. (July, 2008)
16.
Explain the theory of classical conditioning. Write its applications in marketing. (July, 2008)
17.
Explain the factors influencing the buyer who is buying a particular brand of a refrigerator. (July, 2008)
18.
Define diffusion. Describe the basic elements of the diffusion process. What are the product characteristics that influence diffusion. (July, 2008)
19.
Define family. Describe the functions of the family and describe the roles in the family decision making process. (July, 2008)
20.
Define CRM. Write the advantages and benefits of CRM. Describe the various segments of CRM. (July, 2008)
21.
What criteria do consumers and marketers apply in evaluating innovations? Briefly explain. (July, 2009)
22.
What is Maslows hierarchy of needs? How is the concept applied in Marketing? (July, 2009; June, 2011)
23.
Relate the diffusion process to various stages in the product life cycle. (July, 2009)
24.
Consumption and Lifestyle are inseparable. Discuss. (July, 2009)
25.
Marketing mix elements are essential tools in the FMCG marketing. Elaborate. (July, 2009)
26.
Describe the dynamic role that opinion leaders play in personal influence in consumer decision process. (July, 2009)

27.
Consumer movement in India is slowly gathering momentum. Do you agree or disagree. Discuss. (July, 2009)
28.
Describe the various strategies used for building customer relationship. (June, 2010)
29.
Explain the motivation behind opinion leadership. (June, 2010)
30.
Bring out the various personality traits related to consumer innovativeness. (June, 2010)
31.
Mention the strategic marketing applications of classical conditioning theory. (June, 2010)
32.
Describe the strategies involved in designing persuasive communication. (June, 2010)
33.
Explain the factors involved in attitude formation. (June, 2010)
34.
What are reference groups? Define different types of reference groups. (June, 2010)
35.
Explain three levels of consumer decision making. (Dec, 2010)
36.
Discuss the various problems in cross-cultural marketing and also the strategies to overcome it in India. (Dec, 2010)
37.
Define perceived risk. Explain the major types of risks, that consumers perceive and strategies for reducing it, while making a purchase decision. (Dec, 2010)
38.
What are the possible outcomes of post purchase evaluations? How does the feedback help the marketer improve customer satisfaction? (Dec, 2010)
39.
Explain the structural models of attitude, with examples. (Dec, 2010)
40.
Explain the ways, in which, Freudian theory is different from the trait theory. (Dec, 2010)
41.
Explain with examples, how celebirty and other reference group appeals, are effectively used by advertisers, to communicate with their markets. (Dec, 2010)
42.
Explain in detail the four views of consumer decision making. (Jan, 2010)
43.
Explain the multi-attribute attitude model with an example. (Jan, 2010)
44.
What are reference groups? Explain the different types of reference groups with examples. (Jan, 2010)
45.
Explain the various ways consumers use to dispose the product after useful life. (Jan, 2010)
46.
Explain how persuasive communication is important to reach the target audience with an example. (Jan, 2010)
47.
What are consumer rights? Explain the Indian context. (June, 2011)
48.
Discuss consumer research process. (June, 2011)
49.
Discuss the concept of situational influences, in detail. (June, 2011)
50.
Explain the need for the study of cross cultural differences and also explain the strategies to overcome cross cultural marketing problems. (June, 2011)
51.
What is diffusion of innovation? Explain the steps in extended decision making process. (June, 2011)

Other Questions
3 Marks Questions:
1.
Mention the various projective techniques used in consumer research.
2.
Explain the concept of Self-Image
3.
Define Perception
4.
What is Subliminal Perception, how are marketers exploiting this factor?
5.
What is Family Branding?
6.
What is Brand Equity?
7 Marks Questions:
1.
Mention the emergence of Consumerism in India. What are the significant bills introduced as part of Consumer
Movement?
2.
How can the study of consumer Behaviour assist the marketers in segmenting and positioning products
3.
Compare qualitative consumer research with quantitative consumer research process.
4.
Mention and briefly explain the criteria for effective targeting of Marketing Segments
5.
How can marketers use Perception to change/shift the Imagery that consumers have towards a product or service?
6.
How can marketers develop Brand Loyalty in Low Involvement Products / Services
7.
How relevant is the understanding of Cognitive Dissonance to Marketers, what are the ways by which Marketers can reduce dissonance?
8.
Mention the characteristics of an Affluent Consumer (1.e., personality wise and purchase decision wise).
9.
Compare and contrast between Gen X and Baby Boomer era?
10.
Who are Opinion Leaders? Mention the typical profile of an Opinion Leader.
11.
What are the various levels in Conumer Decision Making Process
12.
Mention the various stages of the Innovation adoption process. How can marketers use this information to strategise
13.
How can marketers use consumer Behaviour as a basis for segmentation.
10 Marks Questions :

Detail out the History in the field of Consumer Research


How can Life Style be a variable for Market Segmentation Process? Explain this through the SRI vals study conducted.
 Mention the applications of Maslow’s Hierarchy of needs theory in the present day consumer context.
 explain the concept of JND and mention its applications to marketers.

What is Perceived Risk? What are the types of perceived risks and how can consumers handle perceived risks?

Bring out the Price – Quality relationship in terms of consumer perception. Bring out the common perceptions that consumers have toward a Brand, Manufacturer and Store Image.

What is the Tri-component Attitude model? Mention its applications to the marketers.

How can marketers change the attitudes of consumer towards Products and Services (i.e., from No / Negative Attitude to
Positive Attitude)?

Mention the various roles played by different family members in case of a Purchase Decision being made over the buying of a Brand new Luxury apartment.

Compare and contrast between the Core values of a typical Indian consumer Vs an American consumer. How is this useful to the marketers in the present Cosmopolitan cultures of Cities in India?

What are the four views of a typical Consumer Decision Making?

Explain a typical consumer decision process with the help of a model. Mention the various strategies that a marketer can use at a various stages of the decision process.

Mention and briefly explain the characteristics of a typical Indian Consumer.

What are the changing needs of a present day Women Consumer in India? How can Marketers cater to such changes?

Mention and briefly explain the various techniques used in Quantitative and Qualitative research methods.