Marketing Domain : Brand Management and Consumer Behaviour

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Dr. Sisir Ranjan Dash

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Course Name : Marketing Domain: Brand Management and Consumer Behavior

Code(Credit) : CUMM2363(2-2-0)

Course Objectives

  • CO1. To provide the learners cutting edge knowledge on key concepts of brand management and their implications in formulating branding strategies.
  • CO2. To enable the learners to understand major factors underlying consumer behavior and develop the ability to efficiently predict consumers’ response to marketing actions.

Learning Outcomes

  • LO1. After completion of the course students will be able to know, examine and implement key brand concepts in the context of real life consumers, business products and services operating in various markets and in the digital space.
  • LO2. After completion of the course students will be able to formulate effective branding strategies and interpret brand audits.
  • LO3. After completion of the course students will be able to enumerate, explain and apply the concepts of consumer behavior to real world strategic marketing management decision making.
  • LO4. After completion of the course students will be able to understand, discuss and elaborate the changing consumer and organizational buying behavior and their implications in marketing decisions.

Course Syllabus

Module: I 

Concepts of Brand: Brand Elements, Products vs. Brands, Branding Challenges and Opportunities, Strategic Brand Management Process, Brand Architecture, Designing and Implementing Brand Architecture Strategies, Brand Identity, Brand Personality, Brand Positioning and Repositioning, Brand Positioning vs. Product Positioning, Brand Awareness, Brand Image, Brand Equity, Introducing New Brands and Brand Extensions.

 

Module: II 

Brand Strategy and Brand Evaluation: Customer Based Brand Equity (CBBE), Brand Resonance and Brand Value Chain, Designing and Implementing Brand Marketing Programs, Role of Integrated Marketing Communications, Leveraging Secondary Brand Associations, Measuring and Interpreting Brand Performance, Managing Brands Over Time, Managing Brands Over Geographic Boundaries and Market Segments.

 

Module: III 

Introduction to Consumer Behavior: Individual Determinants of Consumer Behavior including Motivation, Personality, Perception, Learning, Attitude, Reference Group, Family, Social Class, Culture, Digitalization etc., Segmentation and Brand Positioning

 

Module: IV 

Consumer Decision Making Process: Problem Recognition, Search & Evaluation, Purchasing Process, Post-purchase Evaluation & Behavior, Consumer Decision Models

Organizational Buying Behavior: Characteristics, Pattern & Factors Influencing Organizational Buying Behavior, Organizational Buying Roles & Decision Process

 

 

References Recommended:

 

Books

  • Strategic Brand Management by Kevin Lane Keller, Pearson Education
  • Consumer Behavior by Leon. G. Schiffman, Pearson Education

Journals:

  • Harvard Business Review

Links to websites:

Session Plan

Session 1

Session 1:

Theory Session

Brand Elements, Products vs. Brands, Branding Challenges and Opportunities

YouTube Video:

Click Here for Video 01
Click Here for Video 02

Text Book:

Chapter 1: Strategic Brand Management by Keller, 4th Edition, Pearson

Page No.: 02 - 28

Instructor’s PPT

Session_1_BM & CB

Classroom Session

Topics to be discussed:

What is a brand? Why do brands matter? Can anything be branded? Branding Challenges and Opportunities

Additional Readings

Blog/Whitepaper:

Brand Elements:
Click Here
Products vs. Brands:
Click Here

Journal Article:

Click Here

Session 2

Session 2:

Practice Session

Choose your organization or, if you are not employed, a brand you are particularly interested in and test what they perceive about the selected brand: Ask 8-10 people who know the brand (e.g., colleagues at work or family/good friends if you are not employed) to describe the brand in a single or a maximum of two concepts. Warm them up with the brand guessing exercise on brand Identity & brand Image from the “What is a brand?” video, where Volvo = SAFE and Harley Davidson = FREEDOM. Do people have a clear sense of what the brand stands for? Please reflect on what you learned doing this exercise in just a few sentences. You need to submit at least 200 words to pass this assignment.

Session 3

Session 3:

Theory Session

Strategic Brand Management Process

YouTube Video:

For Reference Purpose:

Click Here for Video 01
Click Here for Video 02
Click Here for Video 03
Click Here for Video 04
Click Here for Video 05
Click Here for Video 06
Click Here for Video 07
Click Here for Video 08

Text Book:

Chapter 1: Strategic Brand Management by Keller, 4th Edition, Pearson

Page No.: 30- 32

Instructor’s PPT

Session_2_BM & CB

Classroom Session

Topics to be discussed:

Identifying and Developing Brand Plans, Designing and Implementing Brand Marketing Programs, Measuring and Interpreting Brand Performance, Growing and Sustaining Brand Equity

Additional Readings

Blog/Whitepaper:

Strategic Brand Management Process:
Click Here

Journal Article:

https://hbr.org/2004/09/customer-centered-brand-management

Session 4

Session 4:

Practice Session

Choose your organization or, if you are not employed, a brand you are particularly interested in and determine what differentiates the brand from its nearest competitor. Is the most important reason one might choose the brand is because it has a lower price? Or are there significant functional-performance or service-level differences? Or is it mostly something about the customer experience at different stages of the customer journey (e.g., during purchase, usage, after-sales service)? Look at the videos on strategic brand management process again, if you are unclear about this. Ask 8-10 people who know the brand (e.g., colleagues at work or family/good friends if you are not employed). Please reflect on what you learned doing this exercise in just a few sentences. You need to submit at least 200 words to pass this assignment.

Session 5

Session 5:

Theory Session

Brand Architecture, Designing and Implementing Brand Architecture Strategies

YouTube Video:
Click Here

For Reference Purpose

Click Here for Video 01
Click Here for Video 02

Text Book:

Chapter 11: Strategic Brand Management by Keller, 4th Edition, Pearson

Page No.: 358- 364

Instructor’s PPT

Session_3_BM & CB

Classroom Session

Topics to be discussed:

Define Brand Potential, Identifying Brand Extension Opportunities, Branding New Products and Services, Types of Brand Architectural Systems, Hybrid Brand Architectural System

Additional Readings

Blog/Whitepaper:

Brand Architecture:
Click Here
Click Here

Journal Article:

Click Here

Session 6

Session 6:

Practice Session

Let us try and attempt designing the brand architecture for a new product launch. The new products include:

  • ARVIND
  • MADURA
  • RAYMONDS

ARVIND

  1. List the brands in the company’s apparel portfolio.
  2. Classify these brands on the basis of ownership (e.g., in-house, acquired, licensed, JV, etc.)
  3. Which large value-based (apparel) retail chain does the company own?

MADURA

  1. List the brands in the company’s apparel portfolio.
  2. Classify these brands on the basis of ownership. (e.g., in-house, acquired, licensed, JV, etc.)

RAYMOND

  1. List the brands in the company’s apparel portfolio.
  2. Classify these brands on the basis of ownership. (e.g., inhouse, acquired, licensed, jv, etc.)
  3. List the brands in the company’s non-apparel businesses.

Session 7

Session 7

Theory Session

Brand Identity, Brand Personality, Brand Positioning and Repositioning, Brand Positioning vs. Product Positioning,

YouTube Video:
Click Here for Video 01
Click Here for Video 02
Click Here for Video 03
Text Book:

Chapter 2 & 9: Strategic Brand Management by Keller, 4th Edition, Pearson

Page No.: 51- 60, 305

Instructor’s PPT

(To be Shared)

Classroom Session

Topics to be discussed:

Brand Identity, Brand Personality, Identifying and Establishing Brand Positioning, Positioning Guidelines,

Additional Readings

Blog/Whitepaper

Brand Identity:

Click Here

Brand Positioning:
Click Here

Journal Article
Click Here

Session 8

Session 8:

Practice Sesion

Mock quiz session to be conducted and students to solve quiz questions on the previous sessions

Session 9

Session 9:

Theory Session

Brand Awareness, Brand Image, Brand Equity, Introducing New Brands and Brand Extensions

YouTube Video:
Click Here for Video 01
Click Here for Video 02
Click Here for Video 03
Click Here for Video 04
Text Book:

Chapter 9 & 11: Strategic Brand Management by Keller, 4th Edition, Pearson

Page No.: 310-314, 358-364

Instructor’s PPT

(To be Shared)

Classroom Session

Brand Awareness, Brand Image, Growing and Sustaining Brand Equity, Introducing a New Brand and Brand Extension

Additional Readings

Blog/Whitepaper

Brand Awareness:
Click Here

Brand Image:
Click Here
Brand Equity:
Click Here
Brand Extensions:
Click Here
Journal Article

Session 10

Session 10:

Practice Session

Students’ presentation

Session 11

Theory Session

Customer Based Brand Equity

YouTube Video:
Click Here for Video 01
Click Here for Video 02
Text Book:

Chapter 2 and 14: Strategic Brand Management by Keller, 4th Edition, Pearson

Page No.: 40- 42, 501-505

Instructor’s PPT

(To be Shared)

Classroom Session

Defining CBBE, Building Global CBBE

Additional Readings

Blog/Whitepaper

CBBE:

Click Here

Journal Article
Click Here

Session 12

Session 12:

Practice Session

Look at the CBBE video again and understand brand equity. Think of the brand promise and brand identity (taught in previous class) for one of your own brands or, if you are not employed, a brand you are particularly interested in. Select a single moment-that-matters along the customer/consumer journey – e.g., making a payment, complaint handling, usage, communications, social media, contract renewal – and describe how you can better bring the brand to life. Please reflect on how your idea will improve the delivery of the brand promise and brand identity in just a few sentences. You need to submit at least 150 words to pass this assignment.

Session 13

Session 13:

Theory Session

Brand Resonance and Brand Value Chain

YouTube Video:
Click Here
Text Book:

Chapter 3: Strategic Brand Management by Keller, 4th Edition, Pearson

Page No.: 79-103

Instructor’s PPT

(To be Shared)

Classroom Session

The Four Steps of Brand Building, The Brand Value Chain

Additional Readings

Blog/Whitepaper

Brand Resonance:
Click Here

Brand Value Chain:
Click Here
Journal Article
Click Here

Session 14

Session 14:

Practice Session

If you are currently employed, look across your written codes or guides of behaviour. If you are self-employed, you may not have these written down, so this might be an opportunity for you to do so. Alternatively, go to a different organisation’s website and try to find this type of information:

On the business side, what are the vision, and purpose or mission?

On the brand side, what is the “brand promise”? This may be stated in a slogan or in a customer-facing advertisement, website, or brochure.

On the behaviour side, what are the “core values” or “principles”? Some organisations also have an Employee Value Proposition (EVP), a competency framework, a leadership model, or some kind of “our ways of working” model, if this is available.

Each of these codes or guides have their own particular use, so they will not be the same. But they are also general guides to behaviour. Ideally, therefore, they should be connected in some way and support each other.

To what degree do you see an alignment between the codes or guides across business, brand and behaviour?

Please reflect on what you learned doing this exercise in just a few sentences. You need to submit at least 200 words to pass this assignment.

Session 15

Session 15:

Theory Session

Designing and Implementing Brand Marketing Programs, Role of Integrated Marketing Communications

YouTube Video:
Click Here
Text Book:

Chapter 5 & 6: Strategic Brand Management by Keller, 4th Edition, Pearson

Page No.: 150- 177, 191-222

Instructor’s PPT

(To be Shared)

Classroom Session

Topics to be discussed:

Integrating Marketing, Product Strategy, Pricing Strategy, Channel Strategy, The New Media Environment, Four Major Marketing Options, Developing IMC

Additional Readings

Blog/Whitepaper

Brand Marketing Program:
Click Here

IMC:
Click Here
Journal Article
Click Here

Session 16

Session 16

Practice Session

Group ‘Arvind’:

Suppose you are the brand manager of Arvind.  The company has decided to introduce traditional Indian clothing range for women.  Chalk out a plan for how you will brand this new offering.

Things to consider:

  • How will you name this brand offering? List at least two ideas.
  • For the above 2 ideas, where will this new offering be placed in your existing brand portfolio?
  • What are the internal strengths and weaknesses you currently have for introducing these?
  • Who would your competitors be?

Do you think you might have been better-off introducing this offering if you were the brand manager of Raymond?

Group ‘Madura’:

Suppose you are the brand manager of Madura Garments.  The company has decided to introduce traditional Indian clothing range for women.  Chalk out a plan for how you will brand this new offering.

Things to consider:

  • How will you name this brand offering? List at least two ideas.
  • For the above 2 ideas, where will this new offering be placed in your existing brand portfolio?
  • What are the internal strengths and weaknesses you currently have for introducing these?
  • Who would your competitors be?

Do you think you might have been better-off introducing this offering if you were the brand manager of Arvind?

Group

Group ‘Raymond’

Suppose you are the brand manager of Madura Garments.  The company has decided to introduce traditional Indian clothing range for women.  Chalk out a plan for how you will brand this new offering.

Things to consider:

  • How will you name this brand offering? List at least two ideas.
  • For the above 2 ideas, where will this new offering be placed in your existing brand portfolio?
  • What are the internal strengths and weaknesses you currently have for introducing these?
  • Who would your competitors be?

Do you think you might have been better-off introducing this offering if you were the brand manager of Madura?

(Students need to prepare the presentation and present in Session 20)

Session 17

Session 17:

Theory Session

Leveraging Secondary Brand Associations, Measuring and Interpreting Brand Performance

YouTube Video:
Click Here
Text Book:

Chapter 7 & 8: Strategic Brand Management by Keller, 4th Edition, Pearson

Page No.: 233- 254, 264-284

Instructor’s PPT

(To be Shared)

Classroom Session

Topics to be discussed:

Leveraging Process, Company, Country of Origin, Channels of Distribution, Co-branding, Licensing, Celebrity Endorsements, Events, Brand Audits, Brand Tracking Studies, Brand Equity Measurement System

Additional Readings

Blog/Whitepaper:

Secondary Brand Association:
Click Here
Brand Performance:
Click Here
Journal Article:
Click Here

Session 18

Session 18:

Practice Session

Mock quiz session to be conducted and students to solve quiz questions on the previous sessions

Session 19

Session 19:

Theory Session

Managing Brands Over Time, Managing Brands Over Geographic Boundaries and Market Segments

YouTube Video:
Click Here
Text Book:

Chapter 13 & 14: Strategic Brand Management by Keller, 4th Edition, Pearson

Page No.: 451-472, 482-510

Instructor’s PPT

(To be Shared)

Classroom Session

Topics to be discussed:

Reinforcing Brands, Revitalizing Brands, Adjustments to the Brand Portfolio, Managing Brands Over Geographic Boundaries and Market Segments

Additional Readings

Blog/Whitepaper:

Managing Brands:
Click Here
Click Here

Journal Article:

NA

Session 20

Session 20:

Practice Session

Students’ presentation

Session 21

Session 21:

Theory Session

Individual Determinants of Consumer Behavior including Motivation, Personality

YouTube Video:
Click Here for Video 01
Click Here for Video 02
Click Here for Video 03

Text Book:

Chapter 3: Consumer Behavior by Schiffman, Global Edition, Pearson

Page No.: 83 - 110

Instructor’s PPT

(To be Shared)

Classroom Session

Topics to be discussed:

The Dynamics of Motivation, Systems of Needs, The Measurement of Motives, The Nature and Theories of Personality, Personality Traits and Consumer Behavior

Additional Readings

Blog/Whitepaper:

Motivation:
Click Here

Personality:

Click Here
Journal Article:

Click Here
Click Here

Session 22

Session 22:

Practice Session

In June 2018, C.K. Ranganathan, 50, founder of CavinKare, suffered a drug allergy. The enforced six-month break
gave him much needed time to reflect on the business he founded as a partnership firm back in 1983.
On the face of it, Ranganathan had reasons to feel satisfied. In business circles, CavinKare is a legend - the David of
the fast moving consumer goods, or FMCG, sector, which successfully took on Goliaths like HUL, and P&G.
CavinKare's first and most memorable innovation, in 1983, was the sachet: it sold shampoo in tiny, low -priced sachets
at a time when the big players only marketed it in high-priced bottles. By doing so it discovered a vast, untapped
market and forced its big rivals to follow suit. Today 87 per cent of shampoos sold in India are in sachets, of which
CavinKare has a 30 per cent share.
Yet Ranganathan was worried. He was concerned that around seven of every 10 innovations presented to him were
aimed at the relatively low-end segment of consumers. No doubt it was this segment that brought CavinKare its initial
success, and still provided about 60 per cent of the company's revenues, but Ranganathan wanted to target the
premium segments, where margins were much higher.
He also felt that CavinKare had become a somewhat reactive organisation and his people were not learning enough.
"Innovation is important but without the right culture, it cannot be sustained."
Ranganathan got back to work in December 2018 with definite ideas about how he wanted CavinKare to change... His
first task was to get the employees to become more achievement oriented. He introduced a new working system for
better and faster product development, shifted CavinKare's marketing office from Chennai to Mumbai and began
looking around for acquisitions and tie-ups to bring premium products under his company's umbrella. The workforce
was divided into creators (research and development, or R&D, marketing and sales), enhancers (production,
purchase, logistics and supply chain) and protectors (accounts, finance and management information system).
"Creators are the key group. Their performance is critical. The bulk of the resources are targeted at them," says
Ranganathan.
Brainstorming meetings on Monday were also started. "These meetings speeded up the process of product
development as decisions were taken on the spot," says T.D. Mohan, Joint Managing Director. Ranganathan also got
3
the team to start anticipating the competition's moves and prepare to counter them early. This helped when, earlier
this year; rival Pantene slashed its shampoo sachet price from Rs 1.50 to Rs 1 to match CavinKare's Chik. "We had
the response - a better formulation of shampoo - ready and launched it in less than a month. It was an improved
product at the same price," says T. Mukhopadhyay, Executive Vice President, and R&D.
Profitable growth was chosen as the theme for the company's annual conference in April 2019. The 'creators' were
asked to come up with innovations that targeted the high end of the market. "We want 60 per cent of our revenues to
come from the premium segment," says Ranganathan. CavinKare has also embraced the 'Blue Ocean Strategy' to
identify uncontested market spaces and create products to fill them. For instance, it launched Indica 10, a hair dye
which can be washed off within 10 minutes of applying it. Rival hair dye brands require at least 30 to 45 minutes to
take effect. The company has set itself a revenue target of Rs 5,200 crore by 2017/18.
Ranganathan's reforms have already started yielding results. The product development time has shrunk to 11 months
from 12 months earlier. CavinKare is also making a conscious effort to expand its pan-Indian presence. Pursuing
Ranganathan's new thrust towards tie-ups, as well as towards improving premium market presence, the company has
entered into a strategic alliance with Coty Inc. - the world's largest fragrance company.
Questions:
1) Can the introduction of sachets by Cavin Kare be classified as a disruptive innovation in the shampoo market?
Why or Why not?
2) Discuss the areas where Mr.Ranganathan focussed to develop an innovative culture at Cavin Kare.
3) What challenges do you anticipate for Cavin Kare in the coming years?

Session 23

Session 23:

Theory Session

Perception, Learning, Attitude

YouTube Video:
Click Here for Video 01
Click Here for Video 02
Click Here for Video 03
Text Book:

Chapter 4, 5 & 6: Consumer Behavior by Schiffman, Global Edition, Pearson

Page No.: 116-142, 150-169, 173-192

Instructor’s PPT

(To be Shared)

Classroom Session

Topics to be discussed:

Perception, Learning and Attitude in Consumer Behavior

Additional Readings

Blog/Whitepaper:

Perception:
Click Here
Learning:
Click Here
Attitude:
Click Here
Journal Article:
Click Here
Click Here

Session 24

Session 24:

Practice Session

Honey, they’ve shrunk the kids chocolate bar
You may not have noticed it, but you may be getting less bang for your buck. The price of your favorite brand of
noodles or biscuits may have remained constant despite inflation, but what about the quantity? When Abhishek
Mathur, a student, was told by his friends that the ubiquitous Rs:10 Maggi pack now had 20% less quantity, he
was less than amused, although he had not noticed the change.
Chances are most people are buying soaps, bread and biscuits thinking companies have not passed on to the
consumer the higher prices in packaged goods, but to protect margins amid rising costs, food and fast moving
consumer goods companies are cutting down on quantity-grammage in trade parlance.

Cutting corners
Product                     Price (Rs)                          Weight(grams)
Then                       Now
Lays Chips                      20                              68                            61
Good Day Biscuits         10                               100                         84.5
Dairy milk chocolate     20                               50                           38
Britannia Bread              12                                400                         375
Maggi                                10                                100                          80
Haldiram Snacks            10                                 52                            48
Lux soap                           10                                  75                            65
Experts say reducing quantity while maintaining a constant price helps companies protect their volumes. “The
FMCG category is highly price sensitive. Prices of items can be increased only to some extent. Reducing
grammages (quantity) will help these companies retain their customers as well as their market shares,” said
Pratichee Kapoor, associate director for retail at consulting firm Technopak .For retailers across cities, the move
has hardly spelt a difference over the past 6 months since the trend started. Most retailers continue to witness
significant growth, despite price rises and quantity cuts. Food and personal care items are rarely potential areas of
compromise for consumers, they reason.
“It’s the consumers in the middle of the pyramid that are not much affected by these cuts in grammages. If the
company succeeds in communicating better value proposition to this section, the strategy is sustainable for them.
Impulse items, especially, can protect their volumes by going for grammage reductions,” said Raj Hosahalli,
executive director, Nielsen India. So, the next time you go shopping, make sure you don’t end up buying smaller
quantities while staying within budget.

Questions:
1. Why has this strategy of grammage reduction by marketers gone unnoticed by the consumers? Base the
answer on your understanding of the consumer behaviour variable of perception.
2. Will such a strategy be useful in another category of products? Give reasons for your answer.
3. How will this knowledge of quantity reduction affect the future behaviour of the consumers of these
products .

Session 25

Theory Session

Reference Group, Family, Social Class, Culture

YouTube Video:
Click Here for Video 01
Click Here for Video 02

Text Book:

Chapter 10: Consumer Behavior by Schiffman, Global Edition, Pearson

Page No.: 260- 289

Instructor’s PPT

(To be Shared)

Classroom Session

Topics to be discussed:

Reference Group, Family, Social Class

Additional Readings

Blog/Whitepaper:

Reference Group:
Click Here
Click Here
Social Class:

Journal Article:
Click Here

Session 26

Session 26:

Theory Session

Reference Group, Family, Social Class, Culture, Digitalization

YouTube Video: 
Click Here for Video 01

Text Book:

Chapter 10: Consumer Behavior by Schiffman, Global Edition, Pearson

Page No.: 260- 289

Instructor’s PPT

(To be shared)

Classroom Session

Topics to be discussed:

Digitalization influence on Consumer Behavior

Additional Readings

Blog/Whitepaper:

Digitalization:
Click Here
Journal Article:

NA

Session 27

Session 27:

Theory Session

Segmentation and Brand Positioning

YouTube Video:
Click Here for Video 01
Click Here for Video 02

Text Book:

Chapter 2: Consumer Behavior by Schiffman, Global Edition, Pearson

Page No.: 54-76

Instructor’s PPT

(To be shared)

Classroom Session

Topics to be discussed:

Market Segmentation and Effective Targeting, Bases of Segmentation, Behavioral Targeting, Positioning and Repositioning

Additional Readings

Blog/Whitepaper:

Segmentation and Brand Positioning:
Click Here
Click Here

Journal Article:
Click Here

Session 28

Session 28:

Theory Session

Segmentation and Brand Positioning

YouTube Video:
Click Here for Video 01
Click Here for Video 02

Text Book:

Chapter 2: Consumer Behavior by Schiffman, Global Edition, Pearson

Page No.: 54-76

Instructor’s PPT

(To be shared)

Classroom Session

Topics to be discussed:

Market Segmentation and Effective Targeting, Bases of Segmentation, Behavioral Targeting, Positioning and Repositioning

Additional Readings

Blog/Whitepaper:

Segmentation and Brand Positioning:
Click Here
Click Here

Journal Article:
Click Here

Session 29

Session 29:

Theory Session

Introduction to Consumer Behavior

YouTube Video:
Click Here
Text Book:

Chapter 14: Consumer Behavior by Schiffman, Global Edition, Pearson

Page No.: 368-377

Instructor’s PPT

(To be shared)

Classroom Session

Topics to be discussed:

Problem Recognition, Search & Evaluation, Purchasing Process, Post-purchase Evaluation & Behavior, Consumer Decision Models

Additional Readings

Blog/Whitepaper:

Consumer Decision Making Process:
Click Here
Journal Article:
Click Here

Session 30

Session 30:

Theory Session

Introduction to Consumer Behavior

YouTube Video:
Click Here
Text Book:

Chapter 14: Consumer Behavior by Schiffman, Global Edition, Pearson

Page No.: 368-377

Instructor’s PPT

(To be shared)

Classroom Session

Topics to be discussed:

Problem Recognition, Search & Evaluation, Purchasing Process, Post-purchase Evaluation & Behavior, Consumer Decision Models

Additional Readings

Blog/Whitepaper:

Consumer Decision Making Process:
Click Here
Journal Article:
Click Here

Session 31

Session 31:

Theory Session

Organizational Buying Behavior

YouTube Video:
Click Here

Instructor’s PPT

(To be shared)

Classroom Session

Topics to be discussed:

Characteristics, Pattern & Factors Influencing Organizational Buying Behavior, Organizational Buying Roles & Decision Process

Additional Readings

Blog/Whitepaper:

Organizational Buying Behavior:
Click Here

Journal Article: 

Click Here

 

Session 32

Session 32:

Theory Session

Organizational Buying Behavior

YouTube Video:
Click Here

Instructor’s PPT

(To be shared)

Classroom Session

Topics to be discussed:

Characteristics, Pattern & Factors Influencing Organizational Buying Behavior, Organizational Buying Roles & Decision Process

Additional Readings

Blog/Whitepaper:

Organizational Buying Behavior:
Click Here

Journal Article: 

Click Here

 

Session 33

Session 33:

Practice Session

Factors Influencing Consumer Behavior Project

Students will be divided into groups of 3 to 5 members and they will be assigned to do a project on any one of the product listed below:

  1. Food and Grocery
  2. Banking
  3. Healthcare
  4. FMCG products (other than Food and Grocery)
  5. Automobile (Two or four wheeler)
  6. Books and Stationary
  7. Garments
  8. Education (School or College) Each of the group needs to design a questionnaire including questions like:
  9. How Do You Decide On Which Shop To Buy Your Goods And Services
  10. Do you buy mostly from the shop which is closest to you?
  11. Do you buy mostly from the shop which offers low prices?
  12. Do you buy mostly from the shop which sells current and fashionable or trendy goods? and many other questions. After designing the questionnaire they have to make a sampling, collect the data analyze it generate a report.

Session 34

Session 34:

Practice Session

Factors Influencing Consumer Behavior Project

Session 35

Session 35:

Practice Session

Factors Influencing Consumer Behavior Project

Session 36

Session 36:

Practice Session

Factors Influencing Consumer Behavior Project

Session 37

Session 37:

Practice Session

Factors Influencing Consumer Behavior Project

Session 38

Session 38:

Practice Session

Factors Influencing Consumer Behavior Project

Session 39

Session 39:

Practice Session

Factors Influencing Consumer Behavior Project

Session 40

Session 40:

Practice Session

Factors Influencing Consumer Behavior Project

Students' Presentations

Session 41

Session 41:

Practice Session

Factors Influencing Consumer Behavior Project

Students' Presentations

Session 42

Session 42:

Practice Session

Factors Influencing Consumer Behavior Project

Students' Presentations

Session 43

Session 43:

Practice Session

Factors Influencing Consumer Behavior Project

Students' Presentations

Session 44

Session 44:

Practice Session

Factors Influencing Consumer Behavior Project

Students' Presentations

Session 45

Session 45:

Theory Session

Doubt Clearing Session

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    Our Main Teachers

    MA (Economics), MBA (Marketing Management), UGC-NET Qualified in Management, Ph. D. (Management), Certified in Consumer Behavior, Brand, Customer Relationship and Marketing Management (IIM, Bangalore), 15 Years Experience in Academics and Research, Author of 24 articles out of which 09 are archived in SCOPUS, Author of 02 books published in Lambert Academic Publishing (LAP), Germany