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Consumer Behaviour - Student Edition

This 3 credit hour course on Consumer Behavior at Iqra University aims to develop students' understanding of internal and external factors that influence unique consumer situations. The course will examine differences between consumers, consumer roles in purchasing, and how culture and social sciences impact behavior. Students will learn behavioral and cognitive theories through in-class topics, assignments, projects, and exams. Requirements include punctual attendance, participation, and adhering to the university code of conduct. Assessment is based on class engagement, quizzes, presentations, a midterm, final exam, and project work.

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Mehwish Zafar
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194 views4 pages

Consumer Behaviour - Student Edition

This 3 credit hour course on Consumer Behavior at Iqra University aims to develop students' understanding of internal and external factors that influence unique consumer situations. The course will examine differences between consumers, consumer roles in purchasing, and how culture and social sciences impact behavior. Students will learn behavioral and cognitive theories through in-class topics, assignments, projects, and exams. Requirements include punctual attendance, participation, and adhering to the university code of conduct. Assessment is based on class engagement, quizzes, presentations, a midterm, final exam, and project work.

Uploaded by

Mehwish Zafar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Department of Business Administration

Course Title: Consumer Behavior


Course Code: MKT 321
Pre-requisite Courses: Principles of Marketing/ Psychology
Credit Hours: Three (3)
Degree: BBA Program
Facilitator: Mehwish Zafar
Email: [email protected]

Course Description:

This course aims at answering the following questions that arise in the minds of students going
for higher learning in the field of Marketing:

 What are the significant differences between different consumers?


 What different roles consumers play in the process of purchase.
 How can consumers be stimulated?
 How does culture affect consumer behavior?
 How different social sciences combine in the study of consumer behavior?
 How different behavioral and cognitive theories are applied in the study of consumer
behavior?

Course Objectives:
This course has been designed keeping the following objectives in mind:

1. To develop an understanding of the consumer and the internal and external factors that
makes each consumption situation unique.
2. To develop an understanding of consumer behavior research in modern marketing.
3. To develop an understanding of the dynamic and evolving nature of consumer behavior.
4. Appreciate the importance of consumer-oriented strategies to the organizations and to
enable the development of appropriate marketing strategies.

Code of Conduct:
Students have to follow the rules stated below to avoid a failing grade in the course:
 Understand and follow the University policy regarding attendance.
 Arrive in and leave the classroom strictly on time. Late arrival will be marked as absence.
If you leave the classroom in the middle of a session even for a short while, you will be
marked absent.
 Keep your cell phone silent during the class.
 Do the assigned readings for a class before coming to the class.
 Maintain a disciplined, cordial, and respectful attitude towards the teacher and your fellow
students.
 Submit your homework on the due date before the class begins.

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 Do not plagiarize from books, journals, or the internet.
 Do not cheat (make someone else do your work or present work for some other course
as work for this course).
 The teacher’s decisions about marks and grade will be final.

Course Contents

Week Topics to be covered Methods of


Assessment

1. An Introduction to consumer behavior


 Definition of CB
 Environmental analysis
 Research perspectives on consumer behavior
 Exchange processes
 Segmentation
 Organizing model of consumer behavior

2. Information processing-I
 Factors influencing information processing
 Consumer Information Processing Model
 Factors Influencing Consumer Involvement
 Types of Consumer Involvement

3. Information processing- I & II Announcement


 Impact of Vision, Color, Taste & Touch
of
 Subliminal Perception
 Marketing Implications of JND & Weber’s Law Project
 The Butterfly Curve

4. Information processing- II
 Types of Attention
Quiz 1
 Capturing Consumer Attention
 Perceptual Organization
 Stimulus Organization&Semeiotics

5. Memory & Cognitive Learning Project Topics


• Multiple store model of memory
Finalization
• Involvement & short-term capacity
• Recognition & Recall
• Picture vs Word Memory
• Memory Control Process

6. Memory & Cognitive Learning


• Encoding Process
• Retrieval & Response Generation
• Types of knowledge
• Gestalt Theory of Cognitive Knowledge

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7. Behavioral Learning Quiz 2
 Behavioral Learning: Classical & Operant
Conditioning
 Positive vs Negative Reinforcement
 Strategic Applications of Conditioning Theories
 Observational & Social Learning

Midterm Exam
8. Motivation
 Concept of Motivation
 Structure of emotions
 Maslow’s Need Hierarchy theory
 Murray’s List of Human Needs
 Opponent-process theory
 Optimum-stimulation level theory
 Perceived risk

9. Personality & Psychographics


 Personality
 Psychographics
 Trait theory
 Self-concept
 Product images and self-images
 Consumer lifestyle

10. Beliefs & Attitude


 Types of Attitude
Quiz 3
 Relationship between attitude, behavior,
cognition, affect and object
 Consumer beliefs & marketing implications
 Tri-component attitude model
 Multi-attribute attitude model
 Behavior-Intention model
11. Consumer Decision Making Process
 Model of Consumer Decision Making
 Generic Decision Making Model
 Three Perspective on Decision Making
 Marketing strategies based on information
search

12. Consumer Decision Making Process


 Framing and Prospect Theory
 The Consumer Choice Process
 Non-compensatory Models
 Experiential Choice Process
13. Family Decision Making
 Family Decision Making
 The Family Life Cycle
 Family Decision Making Conflicts
 Gender Roles & Decision Making

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 Consumer Socialization

14. Presentations

project

Presentation

15. Presentations

project

Presentation

Marks Distribution of 100%:

Class Participation _______10___


Quizzes/ Project/Project presentations: 25___
Mid-term ______20____
Final Exam ______30____
Total _______100__

Reference Books:

1. Michael R. Solomon, Consumer Behavior – Buying, Having, and Being, Latest


edition
2. Hawkins, Mothersbaugh and Best, Consumer Behavior, 10th Edition
3. Shiffman and Kanuk, Consumer Behavior, 10th Edition

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