BUS-MKTG 750 Consumer Behavior
(Winter 2012)
Fisher College of Business
The Ohio State University
Monday & Wednesday 5:30- 7:18 p.m.
Schoenbaum 305
Instructor:
Office:
Phone:
Office hours:
E-mail:
Karthik Easwar
560 Fisher Hall
292-1155 (O)
Mon & Wed 4:00 pm- 5:00 p.m. or by appointment
easwar.1@osu.edu
COURSE TEXT
Consumer Behavior, 4th edition, by Hoyer and MacInnis.
Publisher: Haughton Mifflin.
COURSE WEBSITE
https://carmen.osu.edu/
COURSE DESCRIPTION
An examination of contemporary theory and research on the topic of consumer behavior.
COURSE OBJECTIVE
(1) To understand consumer behavior from a variety of perspectives;
(2) To develop the ability to apply the broad principles underlying human behavior in general and consumer
behavior in particular in a variety of contexts and situations;
(3) To appreciate and understand multiple roles played by marketing research, marketing strategy, and basic
research on intra- and inter-personal processes in contemporary marketing practice;
(4) To develop and enhance both analytical and presentation skills of students.
1
GRADING
Your grade will be based on two exams, a team project, and class contribution.
Exam 1
Exam 2
Team Project (oral presentation and written report)
Class Contribution
A
AB+
B
B-
930 – 1000
900 – 929
870 – 899
830 – 869
800 – 829
C+
C
CD+
D
E
300
300
300
100
770 – 799
730 – 769
700 – 729
670 – 699
630 – 669
0 – 629
(1) Exams (300 x 2)
There are two exams. Each exam is independent and NOT comprehensive. They will cover lecture,
discussion, and assigned readings. Exam format will consist of a variety of multiple choice, short answer
questions and some longer (~ one paragraph) answer questions. You will be expected to know major
concepts and be able to provide examples to illustrate these ideas. For exam 1, you will be responsible for the
material in the first half of lecture as well as Ch.1, and 3 – 7. For exam 2, you will be responsible for the
material in the second half of lecture as well as Ch.8-12, and 16.
Missed Exams or Team Project Due Dates: Make-up examinations will only be given if you notify me
prior to the exam. Please understand that you are responsible for arranging your schedule to accommodate
your classroom obligations. Only if unforeseen circumstances seriously compromise your ability to complete
an obligation will permission be given to postpone taking an exam. No points will be awarded to any exam
that is not completed on schedule without prior approval. Turning in a team project assignment late will result
in a 10% grade reduction (off the final grade) for each 24 hour period following the due date.
Grading Policy. I will provide timely feedback and adopt a fair and equitable grading philosophy.
Requests to have a grade reconsidered should be submitted in writing within 7 days of the assignment
being returned to you. No re-grading will be considered after this 7 day window, unless it is a matter of a
math error which will always be cheerfully corrected. Please do not approach me in class to discuss your
grade on an exam or assignment. This tends to create confusion and I cannot make the necessary changes
unless I have access to my computer.
2
(3) Team Project (300)
At the end of the first class, I will be placing you into teams of 5- 6 students who will be working together on
the team project. Your team is expected to conduct a research project on a product/company of your
selection to examine consumer behavior problems facing companies/products today. The purpose of this
project is to apply consumer behavior problems to specific situations. You can choose one of the following
two consumer behavior project options:
Option 1 – Company Study
Describe a company, its target market, and decision process used by its customers. Specifically, your paper
should include the following:
1. Introduction
 Who founded the company, and what is its current status?
 Describe the company’s principle product (or products) in terms of features and benefits as well as
anything else that is important to note (e.g., unique product design).
 Has the product gone through any modifications/improvements, or have any line extensions been
added?
 What stage of the product life cycle is this product currently in? Cite evidence such as trends in sales
and profits, the nature of the competition, and the types of marketing strategies.
2. Identification of the target market(s)
 Who is (are) the primary target market(s) for this product? Describe these markets in terms of
demographic, psychographic, and other relevant characteristics. Do the same if there are any
secondary target markets.
 Are there any potential segments that you would recommend for this product? Describe these
segments in terms of demographics (e.g., subcultural, social class, family life cycle stage, etc.),
psychographics (personality and/or lifestyle), and buyer behavior (benefits sought, usage occasion,
deal proneness, heavy usage, etc.)
3. Consumer decision making processes
 What type and amount of information about this product do consumers use? How involved are they?
Which level of decision making are they in?
 How do consumers evaluate different brands in this product category (criteria and decision rules)?
 How do consumers go about shopping for this product?
 How do consumers dispose of this product after its usage?
4. Recommendations for the future of the company. (If no changes are suggested, then explain why the
firm’s current strategy will probably be “on target” in the foreseeable future.)
 Target market and/or positioning changes
 Product decisions
 Pricing decisions
 Distribution decisions
 Promotion decisions
3
Option 2 – Evaluation of Use of Consumer Behavior Concepts by Two Competing Brands
1. Select a specific product category (e.g., dog food, laptop computers, cola drinks, airlines, perfume, fast
food restaurants, automobiles, cosmetics, hotels, MP3 players, etc.)
2. Acquire and summarize background information on this product class in terms of each of the following
areas (you need not acquire every type of data listed for each area):
 Market (size and growth rate of market; segments and their characteristics; number, names, and sizes
of firms; shares of market; sales volumes; profitability, etc.)
 Description of this product category (definition of product; number of brands; types of variations
such as line extensions and sub-product categories; features and benefits; functions and uses;
branding and packaging; stage in product life cycle, etc.)
 Consumer behavior (consumer decision process, including level of involvement, level of decision
making, types of consumer purchasing decision situations, sources of information consulted, criteria
used in making a purchase decision and their relative importance, sociocultural and other
environmental influences, psychological influences, attitudes, etc.)
 Pricing (price range, price points by brand, pricing strategies and techniques, etc.)
 Distribution (where sold, types of stores and other distribution channels including e-commerce,
extent of availability, etc.)
 Promotion (promotional tools used, messages, media, spend level, etc.)
3. Select two brands within your product category with very different marketing/promotions strategies.
Submit as exhibits items such as sample ads and/or other promotional materials, commercial
transcripts/descriptions, packages, and any other relevant marketing artifacts. Compare each
marketing/advertising campaign in terms of the sociocultural and psychological impact it should have on the
consumer, citing specific behavioral science concepts. Which market segments (demographics,
psychographics, and/or behavioral) is each marketer attempting to reach? How is each trying to position the
product? How is each marketer trying to appeal to the consumer in behavioral terms?
4. Based upon the above discussion, identify which of the two marketing/advertising campaigns is more
effective in application of consumer behavior concepts and discuss the reasons for your opinion. This should
include an analysis of each marketer’s use of knowledge of consumer behavior as discussed above.
During class on Jan 18, each group will meet with me to discuss your topic and research question.
4
Written Report (250 out of the 300)
Each team should turn in a written report as outlined in the project option description. Your complete
written summary should not exceed 20 pages double-spaced typed prose (1” margins, 12-point type), plus
exhibits and appendices (e.g., tables, figures, references). Business style writing should be used, which
means that there should be clearly identified section headings and bulleted lists can be used to indicate
major findings, but not as an alternative to good writing. Each group will be asked to complete this report
in two parts to encourage continued progress on the report. However, the report will not be graded until
the final due date.
The first half of the project must be completed and turned in on Feb 8 so that I can ensure your
team is making progress. For option 1, the first half will consist of the Introduction and Consumer
Decision Processes sections, as outlined in the option 1 description. For option 2, the first half will
consist of the background information, as outlined in the option 2 description. After turning in the first
half of the report, all team members are expected to see me to discuss your progress during class on
Feb 15. Any late submissions at this checkpoint will be treated in accordance with the grading policy.
The final project will be turned in on March 5. For option 1, this will consist of the first half completed
earlier with any alterations and the Target Market and the Recommendations sections, as outlined. For option
2, this will consist of the first half completed earlier with any alterations and the Brand Comparison and the
Evaluation of Advertising Campaigns sections, as outlined. The entire report will be graded after receipt of
both sections together at this point in time.
Each written report must include a list of references used. Any standard reference format may be used. I
recommend that you list references alphabetically at the end of the paper. Then, use an in-text citation (e.g.,
14). Also, cite the periodical and date for each ad that you use.
Oral Presentation (50 out of the 300)
All team members should present their research to the class on their assigned date in the final week of classes.
You are expected to provide a copy of the presentation slides to me.
Your presentation should be informative, insightful, and professional. Projects will be evaluated on the basis
of the thoroughness, originality, and incorporation of class concepts in your research as well as your ability to
clearly communicate. A significant component of the evaluation is how well you pull together a coherent,
well-justified, and concise presentation. Every attempt should be made to relate the analytical tools and
approaches discussed in class. Each team will have 15 minutes to present its research, followed by 5 minutes
of questions and discussion.
All class members are expected to attend presentations and actively participate by asking questions or making
insightful comments to add to the discussion.
5
(4) Class Contribution (100)
Participation is an important part of the learning process and I strongly encourage you to be actively
involved! Course contribution does not mean the amount of time you talk in class, or simply your
presence in class. Your class contribution grade is weighted heavily in favor of quality over quantity.
Given that daily contribution is subjective and because my memory is not perfect, I recommend that you
keep a personal log of your own contribution (jot down the date and comments you made). This will be
useful if you feel that I have unfairly evaluated your contribution.
Many people are intimidated by the "obligation" of speaking up in class. Don't be. Your anxiety will be
reduced only through practice! Getting comfortable with public speaking will give you a HUGE career
advantage. Here's the secret to cutting your stress level - BE PREPARED. I will call on people in class to
share their opinions and perspectives. In addition you are welcome at any time to ask questions.
Honor Code
Academic integrity is essential to maintaining an environment that fosters excellence in teaching,
research, and other educational and scholarly activities. Thus, The Ohio State University and the
Committee on Academic Misconduct (COAM) expect that all students have read and understand the
University’s Code of Student Conduct, and that all students will complete all academic and scholarly
assignments with fairness and honesty. Students must recognize that failure to follow the rules and
guidelines established in the University’s Code of Student Conduct and this syllabus may constitute
“Academic Misconduct.”
The Ohio State University’s Code of Student Conduct (Section 3335-23-04) defines academic misconduct
as: “Any activity that tends to compromise the academic integrity of the University, or subvert the
educational process.” Examples of academic misconduct include (but are not limited to) plagiarism,
collusion (unauthorized collaboration), copying the work of another student, and possession of
unauthorized materials during an examination. Ignorance of the University’s Code of Student Conduct is
never considered an “excuse” for academic misconduct, so I recommend that you review the Code of
Student Conduct and, specifically, the sections dealing with academic misconduct.
If I suspect that a student has committed academic misconduct in this course, I am obligated by
University Rules to report my suspicions to the Committee on Academic Misconduct. If COAM
determines that you have violated the University’s Code of Student Conduct (i.e., committed academic
misconduct), the sanctions for the misconduct could include a failing grade in this course and suspension
or dismissal from the University.
If you have any questions about the above policy or what constitutes academic misconduct in this course,
please contact me.
Other sources of information on academic misconduct (integrity) to which you can refer include:
• The Committee on Academic Misconduct web pages (oaa.osu.edu/coam/home.html)
• Ten Suggestions for Preserving Academic Integrity (oaa.osu.edu/coam/tensuggestions.html)
• Eight Cardinal Rules of Academic Integrity (www.northwestern.edu/uacc/8cards.html)
6
Class Schedule
Week
Date
Topics
Readings
1
1/4
What is Consumer Behavior?
Ch.1
1/9
Consumer Motivations
Ch.3
1/11
Consumer Perception
Ch.4
1/16
MLK Day: No Class
1/18
Meeting Day
1/23
Consumer Knowledge and
Categorization
Ch.5
1/25
Attitudes
Ch.6 and Ch.7
1/30
Exam I
2/1
Memory and Learning
2/6
Group Work Day
2/8
Information Search
Ch.9
2/13
Judgment and Decisions
Ch.10 and Ch.11
2/15
Meeting Day
2/20
Post-Decision Processing
Ch.12
2/22
Social Influence
Ch.16
2/27
Exam II
2/29
Group Work Day
3/5
Class Presentations
3/7
Class Presentations and
Wrap-Up
Team Project Due
Dates
Groups assigned
2
3
4
Topic and Research
Question meeting
5
Ch.8
6
7
First Half of Report
Project Update
meeting
8
9
10
Final Written Report
and Slides
7