Consumer Behaviour
Revision
Consumer Behaviour MMM Sem IV
Prof. Krupa Rai
Why Consumer Behaviour
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Conceptualize
Meet challenges
Make changes
Add value
Create wealth
Consumer Behaviour MMM Sem IV
Prof. Krupa Rai
Elements
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Social
Changing Family
Socialization
Socialization Process
Family Decision Making
Family Life cycle
Social Class
Social Status
• Psychological
• Consumer Motivation
• Personality &
Consumer Behaviour
• Consumer Perception
• Consumer Learning
• Consumer Attitude
Formation
Consumer Behaviour MMM Sem IV
Prof. Krupa Rai
Changing Family
Nuclear Family
Extended Family
Consumer Behaviour MMM Sem IV
Prof. Krupa Rai
Joint Family
Psychological Factors
Defense Mechanism
Generic
Innate
Need
Acquired
Goal
Motivation
Motives
Rational
Emotional
Consumer Behaviour MMM Sem IV
Prof. Krupa Rai
Product
Specific
Personality
Psychoanalytical Theory
Super
Ego
Id
Sexual urge
Culture
Karen
Horney
Freudian Theory
Individual
Psychosocial
Psychology
Carl
Alfred
Jung
Adler
Neo-Freudian Theory
Social Relationship
Ego
Theories of
Personality
Trait
Materialism
Trait Theory
Ethnocentrism
Dogmatism
Consumer Behaviour MMM Sem IV
Prof. Krupa Rai
Perception
Absolute
Threshold
Sensation
Elements
Differential
Threshold
Consumer Behaviour MMM Sem IV
Prof. Krupa Rai
Learning
Classical
Conditioning
Dog Bell Theory
Instrumental
Conditioning
Trial & Error Method
Theories
Motivation
Cue
Components
Reinforcement
Response
Consumer Behaviour MMM Sem IV
Prof. Krupa Rai
Attitude
Attitude Towards
Behavior Model
Attitude Towards
Object Model
Theory of
Reasoned Action
Model
Multi-attribute Attitude Model
Tri-component Attitude Model
Theories
Attitude toward the ad model
Theory of trying to consume model
Consumer Behaviour MMM Sem IV
Prof. Krupa Rai
Question Paper Pattern
• Part I- Case Study…….. 20 Marks
• Part II- Questions (Concept testing & application oriented) :
Out of 5 any 4……….10 Marks each
Consumer Behaviour MMM Sem IV
Prof. Krupa Rai
Case Study Analysis
Consumer Behaviour MMM Sem IV
Prof. Krupa Rai
Case Summary
i.
List out 10-15 key
points.
i.
It should consist the
root problem
Consumer Behaviour MMM Sem IV
Prof. Krupa Rai
Assumptions
• Enlist the required
assumptions to figure
out available
alternatives
Consumer Behaviour MMM Sem IV
Prof. Krupa Rai
Observations
• Qualitative observations
of case study with
respect to the identified
problem or opportunity
• Tracking the
quantitative data
available in the case
Consumer Behaviour MMM Sem IV
Prof. Krupa Rai
Conceptual Base
• Identification of related
concepts, theories or
model for technical and
practical analysis of
given problem
Consumer Behaviour MMM Sem IV
Prof. Krupa Rai
Steps in Doing Case Analyses
1. Identify dimension of problem or
opportunity Describe
2. What caused problem/opportunity to
exist? Diagnose
3. Possible solutions to the problem
Frame prescription options
4. What is the “best” solution and why?
Prescribe
Consumer Behaviour MMM Sem IV
Prof. Krupa Rai
Learning
• Decision making
• Do’s & Don'ts with regard to future decisions
• Suggestions
Consumer Behaviour MMM Sem IV
Prof. Krupa Rai
Before accomplishing anything,
be confident enough to say, if I can’t then who else
can do; once you achieve be humble enough to say,
when I can, why can’t other do!!
Unknown
THANK YOU SO MUCH
for your support &
cooperation….
Consumer Behaviour MMM Sem IV
Prof. Krupa Rai