Course : Consumer Behavior

Course Code : BMKT 21214

Credit Value : 4

Status : Compulsory

Level   : Level 2

Semester : Semester I

Overall Learning Outcomes : At the end of the session students should be able to;

  1. identify the nature and scope of the consumer behavior as an academic discipline
  2. recognize the role of consumer behavior in marketing strategy development
  3. discuss how buyers perceive products/services and what influences  the decision making process
  4. explain the relationship between psychological forces & behavior and their impact on marketing activities
  5. recognize relevant models to explain the buying decision process of consumers

Course Content :

Topic No.

Topic

Learning Outcomes

Teaching and Learning Method

Method of Assessment

1

Introduction to consumer behavior

At the end of the session students should be able to;

  1. define consumer behavior and discuss the role of buying behavior of consumers to marketing decisions
  2. discuss the association between consumer behavior and marketing philosophies
  3. recognize the interdisciplinary aspects of consumer behavior
  4. discuss the major era of consumer behavior evolution
  5. recognize the importance of customer value, satisfaction, trust, and retention to the organization
  6. explain the impact of digital technology on consumer behavior
  7. recognize the ethics in marketing and explain ethical philosophies adopted by marketers

Lectures

Group discussions Question and answering sessions

End Semester Examination Quiz

2

Consumer Behavior Models

At the end of the session students should be able to;

  1. define a model and identify the different types of models employed to explain behaviors of consumers
  2. discuss the benefits of consumer behavior models
  3. explain the nature and scope of consumer behavior as an academic discipline

Lectures

Group discussions Question and answering sessions

End Semester Examination Quiz

3

Consumer Motivation

At the end of the session students should be able to;

  1. define motivation and discuss the model of motivation process
  2. differentiate rational motives and emotional motives
  3. examine arousals of needs, setting goals and interrelationship between needs and goals
  4. interpret the motivational theories and discuss their  application in marketing strategy development
  5. recognize the methods of measuring consumer motivation

Lectures

Buzz groups

End Semester Examination Group assignment

4

Consumer Personality

At the end of the session students should be able to;

  1. define personality and discuss the nature of human personality
  2. interpret the personality theories and explain the influence of personality on consumer behavior
  3. explain how personality reflects consumer’s responses to promotional strategies
  4. recognize the concept of brand personality and discuss how marketers seek to create brand personality
  5. examine the association of colors with the brand personality
  6. discuss how products and services that consumers use to enhance their self-images

Lectures

Buzz groups Crossovers

End Semester Examination Group assignment

5

Consumer Perception

At the end of the session students should be able to;

  1. define consumer perception and identify the sensory dynamics of perception
  2. describe three elements of perception
  3. examine the components of consumer imagery and their strategic applications

Lectures

Buzz groups  Question and answering sessions

End Semester Examination Group assignment

6

Consumer Learning

At the end of the session students should be able to;

  1. define “Learning” and identify process and elements of consumer learning
  2. identify  behavioral learning theories and their strategic application to consumer behavior
  3. discuss the cognitive learning process and its strategic application to consumer behavior
  4. assess the consumer involvement & passive learning and discuss how their strategy affects  consumer behavior
  5. recognize the methods of measuring consumer learning

Lectures

Buzz groups cross overs

End Semester Examination Group assignment

7

Consumer Attitudes

At the end of the session students should be able to;

  1. define attitude and identify the nature and characteristics of consumer attitudes
  2. discuss the scope and compositions of selected attitude models
  3. explain the formation of consumption related attitudes
  4. recognize the strategies for changing consumer attitudes

Lectures

Buzz groups Question and answering sessions

End Semester Examination Group assignment

8

Cultural influences on consumer behavior

At the end of the session students should be able to;

  1. define culture and identify its impact on consumer behavior
  2. discuss how culture guides to consumption related attitudes, values and behavior
  3. explain how consumers learn the culture and discuss the role of language, symbols and rituals in the learning process of culture
  4. recognize the dynamics of culture and its application to the marketing activities

Lectures

Buzz groups and cross overs

End Semester Examination Group assignment

9

The family and Social class

At the end of the session students should be able to;

  1. define family and identify the changing nature of families and their consumption patterns
  2. discuss the socialization process and other roles of family
  3. describe the roles of family members in purchasing decisions
  4. explain various aspects of family life cycle and its impact on consumer behavior
  5. identify the nature of social classes and discuss its relationship with the  consumer behavior
  6. recognize the various measures of social class and its impact on consumer research studies

Lectures

Group discussions

Question and answering sessions

End Semester Examination Group assignment

10

Consumer decision making process

At the end of the session students should be able to;

  1. identify the nature and the types of consumer decision making process
  2. examine the various buying roles of consumer buying decision making process and discuss ways of influencing them through strategies
  3. discuss the steps of consumer decision making process and their implication to marketing actions
  4. explain the significance of consuming and possessing

Lectures

Group discussions  Question and answering session

End Semester Examination Quiz

Recommended Reading:

  1. SchiffmanG.L. and Kanuk L.L. (2010),“Consumer Behaviour”,10th edition, Prentice Hall Publishers, .New Delhi.
  2. Solomon R. M. (2012), “Consumer Behavior”, 10th edition, Prentice Hall Publishers, New Delhi.
  3. Hawkins D. I. andMothersbaugh D. (2012), “Consumer Behavior: Building Marketing Strategy”12thEdition, McGraw-Hill/Irwin Publishers.
  4. Solomon R. M. and Rabolt N. (2008), “Consumer Behavior in Fashion”, 2nd edition, Prentice Hall Publishers.
  5. Peter J.P. and Olson J.  (2009), “Consumer Behavior and Marketing Strategy”, 9th edition, McGraw-Hill/Irwin.
  6. Chaudhuri A.(2006), “Emotion and Reason in Consumer Behavior”,Taylor & Francis Publishers.
  7. Hoyer D.W., Maclnnis J.D. and Pieters R. (2012), “Consumer Behavior”, 6th edition, Cengage Learning.

 

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