Fw: agenda

[swati Goyal]

fyi

 

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Warm Regards,

Swati Goyal
Corporate Communications and Media Relations Committee

PGDM-Finance 2010-12

Institute of Management Technology

Ghaziabad

+91 7838 590 240

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----- Forwarded Message -----
From: Dr. Bikram Jit Rishi <bri...@imt.edu>
To: 'Manish Mohanty' <mohanty...@gmail.com>; 'swati Goyal' <swatigo...@yahoo.com>; 'Ankit Rungta' <rungta....@yahoo.in>
Sent: Tuesday, 16 August 2011 1:49 PM
Subject: Consumer Behaviour

Dear Student,

 August 19 agenda. Share it with class.

As discussed in the last class, the agenda for tomorrow's class is:
Discussion on the case: Tivo in 2002 Consumer Behaviour. All the students must read the case carefully and prepare the following questions for discussion.  Look for surprises in the class!!!! Good Luck.

The Case will focus on the following Questions:
1.      According to Keast there is a mystery in the sharp contrast between the inertia of the prospects and the evangelical zeal of the Tivo users. As an emerging expert of consumer behavior how would you tackle this mystery? What might evangelists mention the cause of their failure to sell Tivo to their friends?
2.      What insights do you directly derive from the data summarized in the case exhibits?
3.      Tivo is a new technological company and the management approach to consumer research and insight has gradually developed over time. What conclusion is this journey converging to? If you could time travel to the early hours of the company what would you advise to Keast be in terms of the consumer research they should be conducting for the effective launch.


Learning outcomes
1. Understanding the view point of consumers is a journey that requires leadership and imagination, and a dynamic combination of various approaches.
2. The choice and implementation of research projects, and the interpretation of results, are subject to (often misleading) contextual influences, including: wishful thinking, relationships with suppliers, investors and current customers, strategic marketing paradigm (e.g., viral marketing vs. Mass Marketing)

 

Dr. Bikramjit Rishi

MBA, Ph.D., Post Doctoral Fellow (European Commission)

Assistant Professor

Institute of Management Technology (IMT)

Raj Nagar, Hapur Road

Ghaziabad

U.P. - India

Mobile: 91 9717701132