9/14/2023
1. Goals
CONSUMER BEHAVIOUR
 understand the history of consumer behaviours, terms about
consumer behaviours and the relationship between the
research of consumer behaviours and marketing strategies
 study the impacts of internal and external factors on consumer
behaviours and their application in marketing strategies
 study consumers’ decision making process and its application in
marketing strategies in each stage of the buying process
Instructor: Cung Thục Linh
Email: linhct@uel.edu.vn
Tel: 0937051191
2. Textbook
3. Reference books
 Michael R. Solomon
(2016), Consumer Behavior:
Buying, Having and Being,
Pearson Eds, 12th Ed
 Hawkins & Mothersbaugh
(2010), Consumer Behavior:
Building Marketing Strategy,
McGraw-Hill, 11th Ed
3. Reference books
3. Reference books
 Leon G.Schiffman & Leslie
Lazar Kanuk (2010),
Consumer Behavior, Pearson
 Võ Thị Ngọc Thúy & ctt
(2017), Hành Vi Khách Hàng,
NXB Đại học Quốc gia
Tp.HCM
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3. Reference books
 TS. Nguyễn Xuân Lân – T.S
Phạm Thị Lan Hương – T.S
Đường Thị Liên Hà (2011),
Hành vi người tiêu dùng, NXB
Tài chính
3. Reference books
 Roger D. Blackwell, Paul W. Miniard & James F. Engel (2006),
Consumer Behavior, Thomson SouthWWestern.
 Philip Kotler & Gary Amstrong (2018), Principles of Marketing,
Pearson.
 TS. Vũ Huy Thông (2010), Giáo trình Hành vi người tiêu dùng,
NXB Đại học Kinh tế Quốc dân.
 Fons Trompenaars & Charles Hampden-Turner (2006), Chinh phục
các làn sóng văn hóa, NXB Tri thức.
 Nguyễn Đình Thọ W Nguyễn Thị Mai Trang (2003), Nguyên lý
marketing, NXB Đại học Quốc gia TP.HCM
4. Course content
4. Course content
Part I: Overview
Part II: EXTERNAL FACTORS INFLUENCING CONSUMER BEHAVIOURS
Chapter 1: CONSUMER BEHAVIOUR OVERVIEW
Chaper 2: CULTURE AND SUBCULTURE
 1.1 History of Consumer Behaviours
 2.1 Culture
 1.2 Consumer behaviour terms
 2.2 Subculture
 1.3 Reason for studying Consumer Behaviours
 2.3 Culture theories and their application in Marketing
 1.4 Consumer behaviour research
 1.5 Consumer behaviour and Marketing strategies
4. Course content
4. Course content
PART II: EXTERNAL FACTORS INFLUENCING CONSUMER BEHAVIOURS
PART II: EXTERNAL FACTORS INFLUENCING CONSUMER BEHAVIOURS
Chapter 3: SOCIAL CLASS
Chapter 4: FAMILY AND REFERENCE GROUPS
 3.1 Definition of social class
 4.1 Family
 3.2 Social class hierachy
 4.2 Reference groups
 3.3 Variables determining social classes
 3.4 Social class – Income and consuming behaviours
 3.5 Marketing application based on the influence of social class
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4. Course content
4. Course content
PART III: INTERNAL FACTORS INFLUENCING CONSUMER BEHAVIOURS
PART III: INTERNAL FACTORS INFLUENCING CONSUMER BEHAVIOURS
Chapter 5: MOTIVATION
Chapter 6: PERCEPTION, LEARNING & MEMORIES
 5.1 Definition of motivation
 6.1 Perception
 5.2 Motivation process
 6.2 Learning
 5.3 The nature and role of motivation
 6.3 Memories
 5.4 Theories of motivation
 5.5 Motivation conflicts
 5.6 The application of motivation in Marketing
4. Course content
4. Course content
PART III: INTERNAL FACTORS INFLUENCING CONSUMER BEHAVIOURS
PART III: INTERNAL FACTORS INFLUENCING CONSUMER BEHAVIOURS
Chapter 7: ATTITUDE AND ATTITUDE CHAGE
Chapter 8: SELF-CONCEPT, PERSONALITY, LIFESTYLES AND VALUES
 7.1 Definition of attitude
 8.1 Definition about self-concepts
 7.2 Attitude functions
 8.2 Marketing application of self-concepts
 7.3 Attitude components
 7.4 How to change attitude
 7.5 Application of attitude in Marketing
 8.3 Definition of personality
 8.4 Theories about personalities
 8.5 Influence of personalities on consumer behaviours
 8.6 Definition of lifestyles & values
 8.7 Application of personalities, lifestyles and values in Marketing
4. Course content
4. Course content
PART IV: CUSTOMERS’ BUYING DECISION PROCESS
PART IV: CUSTOMERS’ BUYING DECISION PROCESS
Chapter 9: BEFORE BUYING
Chapter 10: WHILE BUYING
 9.1 Need recognition
 10.1 Evaluating and choosing alternatives
 9.2 Application of need recognition in Marketing
 10.2 Application of evaluation in marketing
 9.3 Information search
 10.3 Situational influences
 9.4 Application of information search in Marketing
 10.4 Application of situational influences in Marketing
 10.5 Buying decision
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4. Course content
5. Students’ requirements
PART IV: CUSTOMERS’ BUYING DECISION PROCESS
 Attend all sessions
Chapter 11: AFTER BUYING
 Pay attention and take part in class activities
 11.1 Customers’ cognitive dissonance after buying
 No cellphone use unless required by the teacher to search
information
 11.2 Using and not using products
 11.3 Disposing products and packages
 Complete assignments
 11.4 Purchase evaluation
 Form groups for presentation
6. Assessment
6.1 Progress
Progress
30%
Attendance (10%)
Presentation of each chapter (50%)
Final
50%
Multiple choice test (40%)
Bonus
Mid-term
20%
6.1 Progress
Attendance = 10 – the number of absent sessions
6.1 Progress
 Presentation of each chapter:
ØFrom chapter 2 onwards, each group will read the new
chapter in advance and make a presentation about the
chapter.
ØAfter the presentation, there will be a Q&A sessions
and the lecturer shall review the new lesson.
ØPresentation duration: 30 - 40 minutes (not including
Q&A)
ØSubmit the word and file 3 days in advance
ØSubmit a question file after presentation
ØPresentation score = Content (80%) + Q&A (20%)
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6.1 Progress
6.1 Progress
Presentation of each chapter:
Presentation of each chapter:
ØQ&A:
ØContent:
• Mention main points of the chapter
• The other groups ask the presenter questions
• Interesting examples from real life
• The questions must involve critical thinking
• Engaging presentation style
• Each interesting question earns 2 points
• The presenting group can ask audience
questions before,during and after presentation
• Any creative idea will be rewarded with bonus
points
• Any group who don’t ask a single question in
the whole course will get 0 for this part.
Presentation schedule
6.1 Progress
 Week 3: Culture
 Week 8: Attitude
 Week 4: Social class
 Week 9: Self-concepts,
 Week 5: Family &
Multiple choice test
Ø After learning all the chapters
Personality, Lifestyles & Values
Reference groups
 Week 10: Before purchase
Ø 40 questions
 Week 6: Motivation
 Week 11: During purchase
Ø 30 minutes
 Week 7: Perception,
 Week 12: Post purchase
Learning & Memories
6.1 Progress
Bonus
Progress sheet
No.
1
ØAssignments
…
ØExtra bonus points will be added to the mid-term score
Name
Week
1
ØClass discussion
Ø1 bonus point -> 0.1 point added to the progress score
ID
2
3
4
Attendance
5
…
15
Total
bonus
Member’s
signature
2
7
Group monitor’s signature
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6.2 Mid-term
6.2 Mid-term
Which consumer behavoir theory are you interested in? Why?
Make a presentation with the following content:
 Week 3: finalize topic and outline
 The author’s biography
 3 days in advance: Submit soft file
 The method the author used to create their work
o Include 1 word file and 1 video file
 Summarize the main point of the theory
o The Word file doesn’t exceed 30 pages and the video
doesn’t last for more than 5 minutes
 Strengths and drawbacks of the theory (if any)
 Application in business
o File name: Group name – Author’s name – Class code
(VD: Group 1 – Hawkins Stern – 221HV0203)
 Make a video clip (maximum 5 minutes) about a
product/service that applies the theory
 Week 14&15: Each group presents their work in class for 15
minutes and answers questions from classmates and the
lecturer
6.2 Mid-term
6.3 Final
Mid-term score
o Essay (50%)
Written essay – Open book
o Video (30%)
Time: 60 minutes
o Q&A (20%)
Structure:
Video requirements:
o Demonstrate the main point of the theory
o Appropriate images and sound
o Theory (true-false) (4pts)
o Essay (6pts): 2 questions (application, mini-case,
etc.)
o Interesting and creative
THANK YOU
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