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7/27/2019 GMSI405 Consumer Behavior Final
1/26
GMSI405: Consumer Behavior
Semester-III
Module Handbook: 2014
PGDBM
Module Leader: Vipin Agrawal
Email: [email protected]
Phone Extn. 3142
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ContentsIntroduction: .................................................................................................................................... 3
Module Objectives: ......................................................................................................................... 3
Coverage: ........................................................................................................................................ 4
Learning outcomes: ......................................................................................................................... 4
Assessment structure:...................................................................................................................... 5
Contact hours: ................................................................................................................................. 5
References: ...................................................................................................................................... 6
Weekly coverage:............................................................................................................................ 7
1. Individual report (30%):........................................................................................................ 8
2. Group Exercise & Presentation (30% +10%):...................................................................... 8
3. End Term Examination (30%):............................................................................................... 9
LUMS Marking Criteria for Postgraduate Course ........................................................................ 10
Support for your learning .............................................................................................................. 11
Expectations .................................................................................................................................. 11
Week 01: Consumer BehaviorAn Introduction ........................................................................ 12
Week 02: Motivation, Involvement and Personality .................................................................... 13
Week 03: Perception and its marketing implications ................................................................... 14
Week 04: Learning Theories and Memory ................................................................................... 15
Week 05: Consumer Attitude........................................................................................................ 16
Week 06: Self Concept and Lifestyle ........................................................................................... 17
Week 07: Culture and subculture .................................................................................................. 18
Week 08: Social Class & Reference Groups ................................................................................ 19
Week 09: Family purchase decision and its marketing implications ............................................ 20
Week 10: Opinion Leadership & Diffusion of Innovation ........................................................... 21
Week 11-12: Consumer Decision Process .................................................................................... 22
Week 13: Organizational buying behavior ................................................................................... 24
Week 14: Ethics and CB ............................................................................................................... 25
Week 15: Revision ........................................................................................................................ 26
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CONSUMER BEHAVIOR
Introduction:
All organizations, whether classified as for-profit or not-for-profit entities, have an objective ofcreating and exchanging value within their chosen target segments. This conception of value
and hence its creation and successful exchange presumes that the organization (marketer) has a
fairly good understanding of consumer needs, wants, desires on one hand and the way they
action their purchase (or exchange) on the other. The idea is to try and understand how
consumers, both individual and organizational, select, purchase, use and dispose of products and
services. The study of consumer behavior hence as a cornerstone of understanding the
motivations, determinants and buying decision processes has hence gained considerable
importance and has now become an integral part of marketing education. This course is designed
to initiate and sensitize participants to the finer nuances of consumer behavior such that they are
able to make informed and well researched marketing decisions.
Module Objectives:
The course intends to develop an understanding of consumer behavior in the context of what
factors determine the buying behavior and delineate the buying decision process followed by
individual as well as institutional buyers. The specific objectives of this course are
Subject Specific: Knowledge, Understanding and Skills:
The module will develop knowledge, understanding and the ability to apply skills relating to:
the differentiation and similarities between individual and organisational buying
behaviour.
the recognition and evaluation of the internal determinants of consumer behaviour.
the recognition and evaluation of the external determinants of consumer behaviour.
the evolution of the consumer decision making process.
General: Knowledge, Understanding and Skills:
Upon completion students will demonstrate the ability to:
analyse markets and business environments
develop skills of information sourcing, problem identification and its resolution. develop analytical skills through case study analysis.
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Coverage:
Consumer Behavior: Definition, importance, scope, limitations and its applications.
Understanding Consumer & Market Segment: Demographic and Psychographics life style
segment: Positioning products.
Internal influences: Understanding the psychological foundation of buying behavior:
Motivation & Involvement, types of motives, motive arousal, dimensions of involvement and its
marketing implications; Personality- theories, self-concept and its marketing implications;
Perception- dynamics perceptions, subliminal perception and its marketing implications;
Learning theories & attitudes- Learning theories & memories - definition, classification, theories
characteristics, memory systems, retrieval of information, advertising application; Consumer
attitudesdefinition characteristics, theories, sources of attitude development.
Environmental or external influences: Culture & subculture - definition and relevance to
market: decisions. Social class & groups - nature & process of social stratification, reference
groups, nature of influence. Family, Family life cycle, family purchasing decision, marketingimplications
Personal influence & diffusion of innovation: Opinion leadership, adoption and diffusion of
Innovations, marketing implication of personal influence.
Consumer decision process: Problem recognition, search, evaluation of alternatives, purchase
and post purchase behavior, Models of CB, lifestyle marketing.
Organizational buying behavior, Ethics & Consumer Behavior
Learning outcomes:
Subject Specific: Knowledge, Understanding and Skills:
On successful completion of this module students will be able to demonstrate the ability to:
develop an in-depth understanding of how marketers use internal and external factors
to influence buyer decision making.
differentiate between the individual and organizational buying and understand the
determinants of organizational buying.
develop an appreciation and understanding of social issues connected toconsumer behaviour.
evaluate the impact of social and ethical issues on consumer behaviour.
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General: Knowledge, Understanding and Skills:
On successful completion of this module students will be able to demonstrate the ability to:
Develop information sourcing skills.
Problem identification and resolution skills
Develop critical thinking Work effectively on an individual and team basis.
Communicate in formal and informal environments.
Assessment structure:
1. 30% - Individual Report
2. 40%- Group Exercise (30%) &Presentation (10%)3. 30%- End Term Exam
Contact hours:
30 hoursLecture
15 hoursTutorials/Workshops/Seminars
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References:
Core Text:
Hawkins, D.I., Mothersbaugh, D.L. and Mookerjee, A. (2010), Consumer Behavior - Building
Marketing Strategy, 11/e, New Delhi: McGraw Hill
Other References:
1. Assael, Henry (2003), Consumer Behavior: A Strategic Approach, Houghton Mifflin
College Div.
2. Bagozzi, R., Gurhan-Canli Z. and Priester J.R. (2002), The Social Psychology of
Consumer Behaviour, 1st Edition; McGraw Hill.
3. Cathrine V. Jansson-Boyd (2010), Consumer Psychology, 1/e, McGraw Hill.
4. De Mooij M. (2004), Consumer Behaviour and Culture Consequences for GlobalMarketing and Advertising, London: Sage Publications.
5. Dubois B. (2000), Understanding the Consumer, London: Pearson Education Ltd.
6. Blackwell, Roger D., Miniard, Paul W, Engel, James F.(2006),Consumer behavior,1/E ,
Cengage Learning , New Delhi
7. Hoyer,Wayne D. ,MacInnis, Deborah J.(2010),Consumer Behavior - A Marketer's Tool
Cengage Learning , New Delhi
8. Kotler, P. and Keller K. (2008), Marketing Management, (International Edition), 13/e
Delhi, India: Pearson Education
9. Peter J. P. and Olson J.C. (2010), Consumer Behavior, 9/e, McGraw Hill.
10.Peter J.P., Olson J.C. and Grunert K. (1999), Consumer Behaviour and Marketing
Strategy (European edition). London: McGraw Hill.
11.Schiffman L.G. and L.L. Kanuk (2009), Consumer Behavior, 9/e. Delhi, India: Pearson
Education
12.Sheth, Jagdish N. Mittal, B. and Newman B.I. (2002) Customer Behavior: A Managerial
Perspective, South-Western College Pub.
13.Solomon, M.R. (2008), Consumer Behavior (International Edition), 8/e.
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Weekly coverage:
Week Coverage
1 Week 1 IntroductionCB and marketing strategy
2 Week 2 Motivation, Involvement and
Personality
3 Week 3 Perception and its Marketing
implications
4 Week 4 Learning Theories and Memory
5 Week 5 Consumer Attitude
6 Week 6 Self concept and lifestyle
7 Week 7 Culture and subculture
8 Week 8 Social Class & Reference Groups
9 Week 9 Family purchase decision and
marketing implications
10 Week 10 Opinion Leadership & Diffusion of
Innovation
11 Week 11-12 Consumer decision making process
12 Week 13 Organizational buying behavior
13 Week 14 Ethics and CB
14 Week 15 Revision
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1. Individual report (30%):
Topic:
Select THREE marketing stimulus (i.e. a product including packaging and labeling, an
advertisement, and a retail store environment) that manifests the usage of any of thepsychological influences (i.e. motivation, perception, learning, attitude and self concept) that is
part of your course curriculum. Discuss the way in which the particular marketing stimulus tries
to influence the consumer behavior with reference to the factors that you have identified.
3000 words report (Font size: 12, Times New Roman, single space) excluding Appendix
Appendix: Include a brief description of the selected product, advertisement (print advertisement
can be included and if its an audio-visual advertisement, then you should write/describe the
story line in brief) and retail store in the appendix.
Submission deadline: Week 8 (Class day) 10:00 A.M.
2. Group Exercise & Presentation (30% +10%):
Topic:
Based upon secondary research, discuss the application of consumer behavior in the
segmentation and positioning of any one of the following product/service in the Indian market.
- Passenger cars (A Class; B Class; C Class and D Class) (Any one of these)
- Energy drinks ( like Red Bull )- Motorcycles (Up to 175 cc capacity; Above 175 cc) (any one)
- Smart Phones ( like i-Phone )
- Ethnic Indian restaurants( like Haldiram)
- Casual apparels ( like jeans)
- Branded Jewelry ( like Tanishq)
Group size and composition:
3 - 5 members per group;
Group will be defined by the faculty member.
Group Exercise Report (30%): 4000 word report (Font size: 12, Times New Roman, single
space)
Submission deadline: Week 15 (Class day) 10:00 A.M.
Group Presentation (10%): A 20 minute presentation with 10 minutes Q&A
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Common guidelines for all submissions:
1. Your work must be original and fully referenced (using Harvard Referencing System).
For Harvard Referencing System guidelines, download the Manual from the GDGWI
server.
2. Any kind of plagiarism would lead to severe penalties amounting to a resubmission ormarks reduced to zero.
3.End Term Examination (30%):
This would be a two hour duration close-book examination.
Note: The complete assessment schedul e wi ll be noti f ied separately.
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LUMS Marking Criteria for Postgraduate Course
Result Broad Percentage Primary verbal descriptors for attainment Class
Descriptor range of
Intended Learning Outcomes
Pass Excellent 70-100 Exemplary range and depth of attainment ofintended learning outcomes, secured by
discriminating command of a comprehensive
range of relevant materials and analyses, and Distinctionby deployment of considered judgement
relating to key issues, concepts and
procedures
Pass Good 60-69 Conclusive attainment of virtually allintended learning outcomes, clearly
grounded on a close familiarity with a wideMeritrange of supporting evidence, constructively
utilised to reveal appreciable depth ofunderstanding
Pass Satisfactory 50-59 Clear attainment of most of the intendedlearning outcomes, some more securelygrasped than others, resting on a Pass
circumscribed range of evidence and
displaying a variable depth of understanding
Fail Marginal 40-49 Attainment deficient in respect of specificfail intended learning outcomes, with mixed
evidence as to the depth of knowledge andweak deployment of arguments or deficient
manipulationsFail Fail 30-39 Attainment of intended learning outcomes
appreciably deficient in critical respects,lacking secure basis in relevant factual and
analytical dimensionsFailFail Poor fail 20-29 Attainment of intended learning outcomes
appreciably deficient in respect of nearly all
intended learning outcomes, with irrelevantuse of materials and incomplete and flawed
explanation
Fail Very poor 0-19 No convincing evidence of attainment of any
fail intended learning outcomes, such treatmentof the subject as is in evidence being
directionless and fragmentary
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Support for your learning
The main form of support will be through your module leaders and seminar/workshop leaders,
who are available on appointment. Also, the online support in the form of material available on
the GDGWI server regarding your module should be used to keep oneself updated.
The library resources are extended through the availability of electronic databases, containing
Research Journals and various other types of publications that provide you with enhanced
readings and facilitate your understanding.
Expectations
There are a number of expectations for your study on this module which you should be aware of.
These are that you will:
Adhere to the guidelines vis--vis submission deadlines; weekly readings and tasks;
practice tests schedule
Regularly log-in to check on the GDGWI server for announcements (and material)
pertaining to this module
Attend all the face to face sessions and regularly connect with module/workshop leaders
for any clarification pertaining to the module
Be aware of the plagiarism norms of the GDGWI (LU) and take care to not to infringe
upon the any of the same
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Week 01: Consumer BehaviorAn Introduction
Learn ing Objectives:
To gain an overview of CB as a subject matter of study Understand how CB determines marketing strategy of organizations
Briefly revisit market segmentation and discuss how CB connects to this
Lecture Outl ine Week 01:
CB: Definition, importance, scope, limitations and its applications.
CB and marketing strategy
Understanding Consumer & Market Segment: Demographic and Psychographics life
style segment: Positioning products
Readings for Week 01:
Hawkins et al (2010): Chapter: 1
Schiffman and Kanuk (2009): Chapters: 1, 2, 3
Eric K. Clemons (2007) Resonance marketing in the age of the truly informed consumer:
creating profits through differentiation and delight, available from
http://opim.wharton.upenn.edu/~clemons/blogs/resonanceblog.pdf, accessed 2nd
June 2010.
Week 01 Seminar :
Overview of the assessmentsindividual and group assignments
Task f or Week-02 Seminar:
Larson, Dave (2002) Building a brand's personality from the customer up, Direct
Marketing, (Tuesday, October12 2002). Available at
http://www.allbusiness.com/marketing-advertising/branding-brand-development/411645-
1.html . Accessed 3rd June 2010.
Come to the seminar prepared, having read this paper and having written a one page summary of
the same (2 sides of an A4 sheet) for submission. You will be asked to present your conclusions
to the seminar group.
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Week 03: Perception and its marketing implications
Learn ing Objectives:
To understand the nature of perception and how consumers receive stimuli and transform
them into meaningful information, storing them for future use, affecting buying behaviorand decision making
Lecture Outl ine Week 03:
Exposure, Attention, Interpretation and Memory
Perception and marketing strategy
Readings for Week 03:
Hawkins et al (2010): Chapter: 8
Schiffman and Kanuk (2009): Chapter : 6
Eva Martnez, Leslie de Chernatony, (2004) "The effect of brand extension strategies upon
brand image", Journal of Consumer Marketing, Vol. 21 Iss: 1, pp.3950
Moore, T. E. "Subliminal Perception:Facts and Fallacies." Skeptical Inquirer 16, (1992):
273-281
Week 03 Seminar :
Case discussion - TBC
Task f or Week 04 Seminar:
Read the caseTBC
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Week 04: Learning Theories and Memory
Learn ing Objectives:
To understand the nature and characteristics of learning
To know the nature and functioning of memory To understand the application of learning and memory theories in developing product
positioning strategies
Lecture Outl ine Week 04:
Nature of Learning
General Characteristics of Learning
Memory
Brand Image & product positioning
Readings for Week 04:
Hawkins et al (2010): Chapter: 9
Schiffman and Kanuk (2009): Chapter: 7
Subodh Bhat, Srinivas K. Reddy, (1998) "Symbolic and functional positioning of brands",
Journal of Consumer Marketing, Vol. 15 Iss: 1, pp.3243
Week 04 Seminar :
Case discussionTBC
Task f or Week 05 Seminar:
Read the caseTBC
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Week 05: Consumer Attitude
Learn ing Objectives:
To understand the nature of attitude and its components (cognitive, affective, andbehavioral)
To understand the role each component plays in developing marketing strategies to
influence/change attitudes
To know the communications characteristics that can be varied to influence attitude.
To understand how attitudes can be used to segment markets
Lecture Outl ine Week 05:
Attitude and its Components - Cognitive , Affective & Behavioral
Attitude Change Strategies
Individual & Situational Characteristics that influence attitude change
Communication Characteristics that influence attitude formation and change
Market Segmentation & Product Development Strategies based on attitudes
Readings for Week 05:
Hawkins et al (2010): Chapter: 11
Schiffman and Kanuk (2009): Chapter: 8 Lefa Teng, Michel Laroche, Huihuang Zhu, (2007) "The effects of multiple-ads and
multiple-brands on consumer attitude and purchase behavior", Journal of Consumer
Marketing, Vol. 24 Iss: 1, pp.2735
Week 05 Seminar :
Case discussion - TBC
Task f or Week 06 Seminar:
Read the caseTBC
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Week 06: Self Concept and Lifestyle
Learn ing Objectives:
To understand the nature of the self-concept, how it is measured and used to positionproducts
To understand the relationship between self-concept and lifestyle
To understand how lifestyle influences the purchase and use of products and services
Lecture Outl ine Week 06:
Nature of self concept
Measuring and using self concept to position products
Nature of lifestyle
Measurement of lifestyle (AIO, VALS) and its use to position products
Readings for Week 06:
Hawkins et al (2010): Chapter: 12
Schiffman and Kanuk (2009): Chapter: 11
J. M. Sirgy (1982). `Self-Concept in Consumer Behavior: A Critical Review'. The Journal
of Consumer Research 9(3):287-300
Week 06 Seminar :
Case discussionTBC
Task f or Week 07 Seminar:
Read the caseTBC
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Week 07: Culture and subculture
Learn ing Objectives:
To understand what culture is, and why and how it is influential in terms of consumerbehavior
To understand what cultural values are, and how they act to influence behavior
To be able to develop a cross-cultural approach to the design of marketing strategy
Lecture Outl ine Week 07:
Concept of culture
Variations in cultural values
Cultural variations in NonVerbal communications
Crosscultural marketing strategy
Readings for Week 07:
Hawkins et al (2010): Chapter: 2
Schiffman and Kanuk (2009): Chapter: 12 , 13
McCracken, Grant C. 1986 "Culture and Consumption: A Theoretical Account of the
Structure and Movement of the Cultural Meaning of Consumer Goods," Journal of
Consumer Research.
Saikat Banerjee, (2008) "Dimensions of Indian culture, core cultural values and marketing
implications: An analysis", Cross Cultural Management: An International Journal, Vol. 15
Iss: 4, pp.367378
Week 07 Seminar :
. Case discussionTBC
Task f or Week 08 Seminar:
Read the caseTBC
Submission Deadline: Individual report due next week (class day 10:00 am)
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Week 08: Social Class & Reference Groups
Learn ing Objectives:
To understand the influence of social class on marketing strategy
To understand the nature and importance of reference group influence on the consumptionprocess
To understand the marketing strategies based on reference group influences
Lecture Outl ine Week 08:
Social Class & its influence on marketing strategy
Nature and types of groups
Reference group influence on the consumption process
Marketing strategies based on reference group influences
Readings for Week 08:
Hawkins et al (2010): Chapter: 4
Schiffman and Kanuk (2009): Chapters: 11
Bearden, William O. and Michael J. Etzel, (1982) Reference Group Influence on Product
and Brand Purchase Decisions, Journal of Consumer Research, 9 (September), 183-194.
Coleman, R. (1983). The Continuing Significance of Social Class to Marketing. Journal
of Consumer Research, 10(3), 265-280. Retrieved from Academic Search Complete
database
Week 08 Seminar :
Case discussionTBC
Task f or Week 09 Seminar:
Read the caseTBC
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Week 09: Family purchase decision and its marketing implications
Learn ing Objectives:
To understand the concept of the household life cycle (HLC) To know the marketing implications of using household life cycle (HLC)
To understand how consumption decisions are made within the household unit
Lecture Outl ine Week 09:
The household life cycle
Marketing strategy based on the household life cycle
Family Decision Making
Marketing Strategy and Family Decision Making
Readings for Week 09:
Hawkins et al (2010): Chapter: 6
Schiffman and Kanuk (2009): Chapter: 10
Murphy, P., & Staples, W. (1979). A Modernized Family Life Cycle. Journal of
Consumer Research,6(1), 12-22. Retrieved from Academic Search Complete database
Week 09 Seminar :
Case discussionTBC
Task f or Week 10 Seminar:
Read the caseTBC
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Week 10: Opinion Leadership & Diffusion of Innovation
Learn ing Objectives:
To understand opinion leadership and how marketers can utilize it
To understand the diffusion process To be able to develop a marketing strategy based on an innovation analysis
Lecture Outl ine Week 10:
Communications within groups and opinion leadership
Situations in which opinion leadership occurs
Opinion leaders characteristics
Marketing strategy and opinion leadership
Diffusion of innovation
Readings for Week 10:
Hawkins et al (2010): Chapter: 7
Schiffman and Kanuk (2009): Chapters: 15
Stokburger-Sauer, N., & Hoyer, W. (2009). Consumer advisors revisited: What drives
those with market mavenism and opinion leadership tendencies and why? Journal of
Consumer Behaviour,8(2/3), 100-115. doi:10.1002/cb.276
Week 10 Seminar :
Case discussionTBC
Task f or Week 11 Seminar:
Read the caseTBC
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Week 11-12: Consumer Decision Process
Week 11: Situational influences, Problem Recognition & Information
Search
Learn ing Objectives:
To understand the types of situations and categories of situational variables and their
impact on marketing strategy.
To know the constraints that the situation may impose on marketing decisions
To understand the process of problem recognition and its influence on the marketing
strategy
To understand the nature and types of information search- Internal vs. External.
To understand how marketing strategies can be developed based on the information
search patterns
Lecture Outl ine Week 11:
Nature of situational influence , situational characteristics and consumption behavior,
situational influences and marketing strategy
Types of consumer decisions , the process of problem recognition , marketing strategy
and problem recognition
Nature of information search type of information and sources of information ,
marketing strategies based on information search patterns
Readings for Week 11:
Hawkins et al (2010): Chapter: 13 , 14 , 16
Schiffman and Kanuk (2007): Chapter: 16
SELA, A., BERGER, J., & LIU, W. (2009). Variety, Vice, and Virtue: How Assortment
Size Influences Option Choice.Journal of Consumer Research, 35(6), 941-951. Retrieved
from Academic Search Complete database
Week 11 Seminar :
Case discussionTBC
Task f or Week 12 Seminar:
Read the caseTBC
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Week 12: Information Search, Alternative Evaluation and Selection,
Outlet Selection, Purchase, and Post Purchase Processes
Learn ing Objectives:
To understand the evaluative criteria used by the consumers and to develop marketing
strategy based on knowledge of a target markets evaluative criteria.
To know the various decision rules that consumers use and to develop marketing strategy
based on consumer decision rules
To understand the consumer decision process is outlet selection based on unique attributes
of retail outlets (evaluative criteria) and its implications for marketing strategy
To understand the nature of in store influences that affect product and brand choice and be
able to develop marketing strategy based on them
To know the processes that occur after the purchase, and how these processes affect
marketing strategy
To know how consumers actually use and dispose of a product
Lecture Outl ine Week 12:
How consumers make choice - evaluative criteria , individual judgment and evaluative
criteria , decision rules for attribute based choices and its implication for marketing
strategy
Outlet choice versus product choice ,attributes affecting retail outlet selection, consumercharacteristics and outlet choice, instore influences that affect brand choices
Purchase ,post purchase dissonance ,product use and non use and disposition
Readings for Week 12:
Hawkins et al (2010): Chapter: 16 , 17, 18
Schiffman and Kanuk (2009): Chapters: 16
Bettman, J., & Zins, M. (1977) Constructive Processes in Consumer Choice. Journal of
Consumer Research,4(2), 75-85. Retrieved from Business Source Premier database
Mohammed M Nadeem. (2007). Post-Purchase Dissonance: The Wisdom of the 'Repeat'
Purchases. Journal of Global Business Issues, 1(2), 183-193. Retrieved July 21, 2010,
from ABI/INFORM Global. (Document ID: 1336315911).
Week 12 Seminar :
Case discussion - TBC
Task f or Week 13 Seminar:
Read the caseTBC
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Week 13: Organizational buying behavior
Learn ing Objectives:
To understand how marketers can use organizational buying behavior in developing
effective marketing strategies.
To understand the effects of purchase situation on type of purchasing process used by an
organization.
To develop an insight into successfully marketing to organizational buyers
Lecture Outl ine Week 13:
Organizational purchase process
Decision making unit
Purchase situations
Steps in the organizational decision process
Readings for Week 13:
Hawkins et al (2008): Chapter: 19
Sheth, J. (1973). A Model of Industrial Buyer Behavior.Journal of Marketing, 37(4), 50-56. Retrieved from Business Source Premier database
Week 13 Seminar :
Case discussion - TBC
Task f or Week 14 Seminar:
Case StudyTBC
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Week 14: Ethics and CB
Learn ing Objectives:
To understand the impact of marketing on children
To understand the impact of marketing on adults
To understand the regulatory and consumerism issues related with marketing
Lecture Outl ine Week 14:
Regulation and Marketing to Children
Regulation and Marketing to Adults
Readings for Week 14:
Hawkins et al (2010): Chapter: 20
Heath, M., & Heath, M. (2008). (Mis) trust in marketing: a reflection on consumers'
attitudes and perceptions. Journal of Marketing Management, 24(9/10), 1025-1039.
Retrieved from Business Source Premier database.
Week 14 Seminar :
Case discussion - TBC
Task f or Week 15 Seminar:
Group exercise presentations.
Submission Deadline: Group exercise due next week (class day 10:00 am.)
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Week 15: Revision
Lecture Outl ine Week 15:
Revision
Week 15 Seminar :
Group exercise presentations.
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