Rosewood Hotel Case

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Consumer Behaviour
Course Description
The course deals with the study of behavioural processes and strategic implications of this understanding for practicing marketing managers. Concepts from Social Sciences, Psychology, Economic and Cultural Anthropology are integrated to create an understanding of consumer behaviour in market exchanges. It also provides insights into consumer’s decision making process which is key in strategic effective decisions. Marketing applications of consumer behaviour concepts are illustrated using cases, examples, websites and exercises.
Course Objectives: * To acquaint students with Consumer Behaviour concepts and applications * To enable students to demonstrate the ability to analyze the complexities of buying behaviour and use the same to formulate successful strategies. * To create an understanding of the group influences and consumer behaviour in cultural and contextual environment * To create an understanding on how consumers are selective in their information processing and decision making
Course Structure: Session | Topic | Reading Material | 1 | Introduction to Consumer Behaviour, Overview of STP | Schiffman and Kanuk – Chap 1 | 2 | | Case on Kingfisher | 3 | Lifestyle and Psychographics segmentation | Schiffman and Kanuk – Chap 3 | 4 | Reading on Lifestyle segmentation – psychographics glitter and gold | Reading Material on VALS – Discussion on lifestyle and psychographics segmentationExercise – visit the website of SRI VALS and students check their VALS position (http://www.sric-bi.com/VALS/presurvey.shtml) | 5 | Case study on segmentation and positioning | Horlicks | 6 | Consumer Perception – Dynamics of Perception, JND and Price Quality relationship | Schiffman and Kanuk – Chap 6 | 7 | Perception – perceived riskGroup activity – exercise | Exercise and Case study on ALL Out Mosquito repellant | 8 | Attitude Formation | Schiffman and Kanuk – Chap 8 | 9 | Attitude change strategies -

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