Consumer Behaviour & Sales Management

Unit

Unit Title

Contents

1

Introduction and Determinants of Consumer Behaviour

Basics: Meaning of Customers & Consumers, Consumer Roles, Consumerism & De-marketing.

Culture & Sub- Culture: Meaning, Characteristics & Relevance to Marketing Decisions.

Social Class: Meaning, Measurement, Effect on Lifestyles.

Social Groups: Meaning & Group Properties & Reference Groups.

Family: Family Life Cycle & Purchasing Decisions.

Marketing Mix: Influence of marketing mix variables.

Personality & Self Concept: Meaning of Personality, Influence on Purchase Decisions.

Motivation & Involvement: Types of Buying Motives, Motive Hierarchy, Dimensions of Involvement.

Learning & Memory: Meaning & Principal Elements of Learning, Characteristics of Memory Systems, Recall.

Attitudes: Meaning & Characteristics, Strategies for Changing Attitudes, Intensions Behaviours.

2

Consumer Decision

Making Process

Problem Recognition: Types of consumer decisions, types of Problem Recognition, Utilizing problem recognition information.

Search & Evaluation: Types of information, Sources of Information Search, Search, Experience and Credence Aspects - Marketing Implications Situational Influences on Purchase Decisions

Purchasing Process: Why do people shop? Store & Non-store Purchasing Processes, Purchasing Patterns.

Post-purchase Evaluation & Behaviour: Consumer

Satisfaction, Dissatisfaction, Customer Delight, Consumer Complaint Behaviour, Post- Purchase Dissonance.

3

Basics to Sales

Management &

its Organization

Sales Management: Definition and meaning, Objectives, Sales Research, Sales Forecasting methods,

Sales Planning and control: Goal setting, Performance measurement, diagnosis and corrective actions.

Sales Organization: Need for Sales Organizations, their structure, Sales Managers Functions and responsibilities, Planning for major customers and sales Budget, Specific Characteristics of a successful salesman.

4

Training, Managing

& Motivating

the Sales Force

A. Recruiting, Selection and Training of Sales force: Procedures and criteria extensively used as selection tools for recruiting and testing sales ability. Sales Force Job Analysis and Description

B. Areas of sales Training: Company Specific Knowledge, product knowledge Industry and Market Trend Knowledge, customers and technology – Relationship Selling Process and Customer education. Value added Selling.

C. Motivating the Sales Team: Motivation Programs – Sales Meetings, Sales Contests, Sales Compensating, (Monetary compensation, incentive programs as motivators, Non- Monetary compensation – fine tuning of compensation package. Supervising,

D. Evaluating Sales Force Performance and Controlling Sales activities: Sales Records and Reporting Systems, Improving Sales Productivity, Ethical and Legal Issues in Sales Management.