RAI BUSINESS SCHOOL, CHENNAI MBA (Semester III) COURSE OUTLINE FACULTY- DR SMRITI Y. VERMA smritiyash@gmail.

com +91- 9600041938 CONSUMER ANALYSIS & RETAILING Credit: 60 marks Contents Unit 1: Consumer behavior principles in strategic marketing. Consumer decision making process-Distributive approach and Decision-process approach, Models of consumer behavior. Unit 2: Cultural and social factors of consumer behavior- social class and reference group. Psychoanalytical theory, Social Psychological theory and Trait-Factor theory. Dynamics of perception, Learning process components. Unit 3: Attitude measurement- classical psychological model and multiattribute models. Environmental influences on consumer behaviorfamily and life style concepts. Opinion leadership and the diffusion of innovations. Unit 4: An overview of retailing - types, product retailing vs. service retailing, retail strategy. Retailing environment - legal, social, economic, technological issues. Unit 5: Retail store location and layout analysis, site evaluation and selection, store design and layout ; Planning merchandise needs and merchandise budgets - method of determining inventory evaluation, merchandise pricing, Cases Presentations Total TEXT BOOKS: 1. Consumer Behaviour, by Schiffman & Kanuk. Pearson.(Main text) Press. No of sessions: 25 No. of sessions 4 4

4 4

4 2 25

2. Retail Management by C.Bajaj, R. Tuli, & N. Srivastava. Oxford University (Main text)

Reference: 1. Wilkie, W. Consumer Behavior. Nw York: John Wiley and Sons. 2. Sheth, D; Mittal, B. and Newman, I. Consumer Behavior and Beyond. 3. Engel, J.F.; Blackwell, R.D. and Miniard P.W. Consumer Behavior . New York. Mcgraw Hill. Expectation from students: 1. All student managers are expected to attend all classes. 2. Students are advised to come prepared with the topics to be taught in the class. 3. Student managers are advised to submit assignments and reports in soft copy and retain a copy of all assignments that are submitted. 4. No make up shall be given for an activity missed in class. It is the sole responsibility of the student manager to be present during all evaluations. Project 1 (Individual): Write a note on the at least 5 major paradigm shifts in the Indian market that you feel will influence marketing in the present and the future. Mention relevant examples and statistics. Compulsorily use references from journals, texts and websites. Word limit: 800- 1000 words Project 2 (Group of 3-4 members each): Identify two products each where you make routine, limited, extended or impulsive purchase. Mention the personal, socio-cultural, marketing, family, situational, etc factors that influence your decision. Word limit: 1000 words Project 3 (Group of 3-4 members each): Identify a retail store of your choice and explore the successful and unsuccessful application of retailing principles. Word Limit: 1000 words Guidelines for Term Project: 1. Project 2 and 3 will be discussed in the class in open forum. Project 1 will be presented with each group given 5 minutes for presentation followed by question- answer session. 2. Student managers will also be evaluated on their participation in questionanswer session during presentations. 3. Write-up of project should be submitted on the day of the first presentation.

4. Marks will be awarded individually for presentation and jointly on report submission. 5. The presentation report should preferably be submitted as soft copy (cd) at the time of presentation or can be hand-written/ typed (12 font size, Times Roman). Evaluation Scheme: Component End Term Project 1 Project 2 Project 3 Case Discussion, participation/submission/ presentation Surprise Quiz Total Marks 60 05 05 10 05 05 100

RAI BUSINESS SCHOOL, CHENNAI EIILM UNIVERSITY

MBA (Semester III) COURSE OUTLINE FACULTY- DR SMRITI Y. VERMA smritiyash@gmail.com +91- 9600041938 CONSUMER BEHAVIOR Credit: 60 marks Contents Unit 1: The Study of Consumer Behaviour Introduction; Marketing and Consumer Orientation; Diversity in Market Place; Factors Influencing Buyer Behaviour; Buyer Behaviour; Organizational Buying Vs Consumer Buying; Case Study. Unit 2: Market Segmentation Market & its Types; Market Segmentation; Consumer Research Process; Eight Step Research Process; Case Study on Segmentation; Case Study on Data Gathering for Marketing Research; Conducting Research Study; Case on Consumer and Competition. Unit 3: Consumer as an Individual Consumer Needs; Types and Systems of Need; Hulls Drives Reduction Theory; Maslows Hierarchy of Needs; Mc Clellands Three Needs Theory; Consumer Motivation Concept; Means: End Chain Model; Case Study: Taking a Brand Global. Unit 4: Consumer Perception Perception: Definition, Elements of Perception, Nature & Process of Perception; Case Study: the Power of Managing Value, Dynamics of Perception; Consumer Imagery and Perceived Risk; Reference Prices; Price/Quality Relationship; Case Study: Its Perception Management; Indian No of sessions: 25 No. of sessions 2

Brands Abroad have to Work on Perception. Unit 5: Consumer Learning Consumer Learning & Involvement; Behavioral Learning Theories; Cognitive Learning Theories; Brand Loyalty; Case Study: the Writing on the Mall. Unit 6: Consumer Attitudes and Personality Attitudes: Introduction, Models of Attitude; Case Study: Consumer Attitude - Let Consumer Psyche Work for you, Attitude Formation and Change; Case Study: Holicks in a New Avatar; Personality: Introduction, Theories of Personality, Personality and Understanding; Consumer Diversity; Case Study; Communication: Components of Communication, Designing Persuasive Communications. Unit 7: Consumer Behaviour in Social Settings Group Dynamics and Consumer Reference Groups: Reference Groups, Application of Reference Groups; the Family: Concept, Functions of the Family, Family Decision Making, the Family Life Cycle; Social Class and Consumer Behaviour; Lifestyle Profiles of the Social Classes; Social Class Mobility. Unit 8: Influence of Culture on Consumer Behaviour Characteristics of Culture; Measurement of Culture; Subcultures and Consumer Behaviour; Definition of Subculture; Types of Subcultures (Religious, National, Geographic, Racial, Age, Sex); Subculture Interactions, Cross Cultural Consumer Analysis; Alternative Multinational Strategies; Cross Cultural Psychographic Segmentation; Marketing Mistakes. Unit 9: Opinion Leadership Process Introduction to Opinion Leaders; Measurement of Opinion Leadership; Profile of Opinion Leader; the Interpersonal Flow of Communication; Opinion Leadership and the Firms Promotional Strategy; Diffusion of Innovations: Diffusion Process, Adoption Process, and the Profile of the Consumer Innovator. Unit 10: Consumer Decision: Making Process Levels of Consumer Decision; Process of Decision Making, Types of Purchase Decision Behaviour; Stages in the Buyer Decision Process; Models of Consumers: Howard - Sheth Model, Engel-Kollat- Blackwell Model, Model of Family Decision Making, Model of Industrial Buying Behaviour. Total 3

3\

25

TEXT BOOKS: 1. Consumer Behaviour, by Schiffman & Kanuk. Pearson.(Main text) Press.

2. Retail Management by C.Bajaj, R. Tuli, & N. Srivastava. Oxford University (Main text) Reference:

1. Cases in Marketing Management by Brennan. R, Publisher: Pitman; 1995 2. Marketing Management: The Millennium Edition by Kotler.P, Publisher: Prentice Hall 3. Consumer Behavior by Atul Kr Sharma, Publisher: Global Vision Publishing House 4. Consumer Behavior, by Raju M.S, Publisher: Vikas Publishing House Pvt. Ltd, 2004 Expectation from students: 5. All student managers are expected to attend all classes. 6. Students are advised to come prepared with the topics to be taught in the class. 7. Student managers are advised to submit assignments and reports in soft copy and retain a copy of all assignments that are submitted. 8. No make up shall be given for an activity missed in class. It is the sole responsibility of the student manager to be present during all evaluations. Project 1 (Individual): Write a note on the at least 5 major paradigm shifts in the Indian market that you feel will influence marketing in the present and the future. Mention relevant examples and statistics. Compulsorily use references from journals, texts and websites. Word limit: 800- 1000 words Project 2 (Group of 3-4 members each): Identify two products each where you make routine, limited, extended or impulsive purchase. Mention the personal, socio-cultural, marketing, family, situational, etc factors that influence your decision. Word limit: 1000 words Assignment 3 (Individual): Solve all case studies and tutorials given in the study material.

Guidelines for Term Project: 6. Project 2 will be discussed in the class in open forum. Project 1 will be presented with each group given 5 minutes for presentation followed by question- answer session. 7. Student managers will also be evaluated on their participation in questionanswer session during presentations. 8. Write-up of project should be submitted on the day of the first presentation. 9. Marks will be awarded individually for presentation and jointly on report submission. 10. The presentation report should preferably be submitted as soft copy (cd) at the time of presentation or can be hand-written/ typed (12 font size, Times Roman). Evaluation Scheme: Component End Term Project 1 Project 2 Assignment 3 Case Discussion, participation/submission/ presentation Surprise Quiz Total Marks 60 05 05 10 05 05 100