Consumer Behavior MAR7777E Course Description The course introduces a wide range of behavioral concepts, and explores the strategic implications of consumer behavior for marketers. This course provides a conceptual framework of consumer behavior and other various issues, which includes applications of several theories in psychology, sociology, anthropology, communication, and microeconomics. This course discusses how various factors influence consumer behavior and decision making process. These factors can be classified as: (1) external, that is, culture, sub-culture, social class, reference group, and family, and (2) internal, that is, attitudes, personality, life style, motivation, and perception. Analysis of those factors will become a sound basis in developing marketing strategy, such as those related to market segmentation, product positioning, and marketing communication. The objective of this course is to provide students the skills and ability in analyzing the various aspects which influence consumers in their buying decision-making. Students will have a broadened vision and establish a sound basis required for planning market segmentation and other related strategies in marketing of a business or non-business organization. Structure of Lecture 1. General framework of consumer behavior 2. Consumer Behavior and Marketing Strategy 3. External Influences a. Cross cultural variations b. Group influences 4. Internal Influences a. Perception b. Learning c. Motivation d. Personality e. Attitude 5. Consumer Decision process a. Situational Influences b. Decision making process c. Post purchase processes 6. Organizations as Consumers a. Organizational buyer behavior 7. Ethical issues
Class Discussion We will discuss cases from Hawkins/Mothersbaugh (12th edition) in class. Students are expected to come into class having read the topics and cases. Assessment method The final mark of the course will be an exam at the end of the semester. All material used in the course (including the cases) will be relevant for the exam. Class Schedule Date
Hour
Topics
9 Oct
17.15-18.45 19.00-20.30
General Framework of Consumer Behavior Consumer Behavior and Marketing Strategy
16 Oct
17.15-18.45 19.00-20.30
External Influences on Consumer Behavior: Cross cultural variations Group influences
23 Oct
17.15-18.45 19.00-20.30
30 Oct
17.15-18.45 19.00-20.30
6 Nov
17.15-18.45 19.00-20.30
13 Nov
17.15-18.45 19.00-20.30 17.15-18.45 19.00-20.30
20 Nov
Internal Influences on Consumer Behavior: Perception Learning Motivation Internal Influences on Consumer Behavior: Personality Attitude Consumer Decision Process Situational Influences Decision making process Post purchase processes Organizations as Consumers Organizational buyer behavior Consumer Behavior and Marketing Regulation and Ethical Issues Exam
Case (from Hawkins/Mothersbaugh, 12th edition)
Case: BMW Taps the Emerging Chinese Luxury Market Case: Rich, Angry Birds
Case: Positioning the Yaris Case: Campbell’s Targets Growing Male Grocery Shoppers Case: Adidas – Ahead of Its Time Case: Hyundai’s Turnaround Case: Paccar – More than Shinny Trucks
Literature List
Hawkins, D./ Mothersbaugh, D. (2013): Consumer Behavior: Building Marketing Strategy, McGraw-Hill, 12th edition, International Edition. Schiffman, L./ Kanuk , L. (2010): Consumer behavior, Pearson Prentice-Hall, 10th edition.
Kardes, F./ Cline, T./ Cronley, M. (2010): Consumer Behavior, South Western College, International Edition. Blackwell, R./ Miniard, P./ Engel, J. (2006): Consumer Behavior, Thomson South-Western, 10th edition, International Edition. Solomon M. (2008): Consumer Behavior – Buying, Having and Being, Pearson Prentice-Hall, 8th edition, International Edition. Hawkins , D./ Best, R./ Coney, K. (2004): Consumer behavior, McGraw-Hill Irwin, 9th edition, International Edition.
Contact: Bernardinus Purwanto, Ph. D.
[email protected]