CONSUMER BEHAVIOR
MK-450
School of Business & Economics
Resource Person
Program
Prerequisite for the course
Credit Hours
Semester
Class Timings
Office
Counseling Hours
Telephone #
E-mail
Assistant Professor. Mobin ul Haque
BBA
Marketing Management
3
Spring 2014
Monday
Tuesday, tuesday and Wednesday 11:00 to 1:00
and by Appointment
521-2801-b ext 353
mobin@umt.edu.pk
THE BUSINESS OF BUSINESS IS GETTING AND KEEPING CUSTOMERS.
Peter Drucker
INTRODUCTION
From the time we learn to walk and talk, we are all involved in consumer
behavior on a daily basis. Whether we go to a retail store, shop via catalogue or
on the Internet, sit at home eating breakfast; we are functioning as living,
breathing consumers. All of us face a myriad of consumer decisions each day,
for deciding which brands to use and buy, where and how to buy, and how to
spend time and resources.
If we consider all the encounters that we have each day with products, brands,
and advertisements, not to mention people and time expenditure choices, we
begin to understand something about the scope of the subject called Consumer
Behavior. Far more than just a specialized area of marketing, consumer
behavior affects nearly every aspect of our lives.
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This course is a combination of both the theoretical concepts of consumer
behavior and their application to marketing strategies and decision making in the
private, public, and non-profit sectors. At the conceptual level, it seeks to present
an integrated framework around which the major areas of consumer behavior
knowledge can be discussed. Rather than just paying token attention, this course
thoroughly incorporates marketing realism in several ways. First, throughout the
course frequent reference is made to actual or potential applications of the
concepts being discussed. Second, questions and projects at the end of each
chapter offer opportunities for experiential learning. Here, research may be
conducted, decisions made, or other creative activities undertaken, brining
students closer to the real world of marketing.
LEARNING OBJECTIVES
Want to have fun learning? Then get ready for an exciting, interesting, and rich
ride into the minds of consumers. We will go deep into the consumer’s buying
decision process and discover the impacts of perception, information processing,
learning, experience, belief, feelings, and attitude on consumer’s selection of
branded and non-branded products and services. We will also identify the
external influences on their purchasing behavior including culture, sub culture,
social classes, and groups.
We will play the roles of psychologists, sociologists, ecologists, anthropologists,
and economists to anticipate consumer needs and develop strategies leading to
consumer delight.
As marketing managers you will be trained to seek out, analyse, and strategically
act upon consumer behavioural insights to build your consumer franchises. You
will be challenged to solve business case analyses focused on consumer
behavior issues throughout the semester. Likewise, as part of a team, you will
have the opportunity to expand your learning through the development of a
Consumer Marketing Plan.
By the end of the semester, you will develop an understanding of consumer
behavior that will serve you in many on and off-line business solutions and thus
will add value to your knowledge of marketing.
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LEARNING METHODOLOGY
TRAINING INSTRUMENTS
Activities
Reading Material 
Seminar Briefing
Guest Speaker
Lectures Focus
Case Study & Presentation 
Skills Development Exercises 
Handouts 
Educational Visits (if required)
Project Reports
Weekend Tutorial
Training Films
Any Other
RECOMMENDED TEXT BOOK
1. Consumer Behavior, 10th Edition, By Schiffman & kanuk
REFERENCE BOOKS
1. CONSUMER BEHAVIOR BY NEAL, QUESTER & HAWKINS
INTERESTING SITES TO VISIT
AREA OF RESEARCH
www.cuc.com
www.adage.com
www.adcritic.com
www.did-it.com
www.emarketer.com/how2/welcome.html
www.cognitiative.com
www.wilsonweb.com/articles
www.ipro.com
www.activmedia.com
www.gap.com
www.geocities.com
www.pointcast.com
www.ad-up.com
On line shopping guide
Advertising
Ads on line with critique
Direct and on line marketing
E-Marketing reports
Latest on consumer behavior
Internet marketing
A.C. Nielsen research data reports
Research on online consumers
Computer mediated buying
Psychographic Segmentation
Consumer information of interest
Target Market selection on internet
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ASSESSMENTS:
All of the activities held during the semester will be evaluated; the final grades for
the course will be as follows
COURSE EVAULATION WEIGHTAGE
Quizzes
15%
Assignments
20%
MID
20%
Project
15%
Final
30%
Total
100%
CLASS PARTICIPATION & ATTENDANCE
Prior Preparation, Regular Attendance, and Professional Participation in all
classes is Expected and Rewarded. Come to the Class prepared to lead the
class discussion for analytical interpretations, alternative strategies, and
persuasive solutions.
Please arrive on time and leave as scheduled. Absences will negatively impact
your grade. QUALITY of all communications, written and oral, will be evaluated.
PERSONAL ETHICS
We all live in a world that is heavily dependent upon a web of trust. This web
knits together colleagues, superiors, and subordinates inside the organization
and suppliers and customers outside the organization. The same trust also exist
between a teacher and student (s).
It is therefore strongly
advised that
individuals or team (as defined by the assignment or project) keep themselves
clear from academic dishonesty.
Cheating, plagiarism (submitting the language, ideas, thought or work of another
as one’s own) or otherwise obtaining grades under false pretences will result in
either a fine by the disciplinary committee or a failing grade in the course or both.
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CALENDAR OF ACTIVITIES
Starting Date:
Session
1
Topic, Readings, Assignments & Projects
Introduction
Consumer as Individual
Motivation
Chapter 4
2
Assignment1: Bring two video ads that depict approach object and
avoidance object concept. Briefly describe each.
Assignment 2: in the light of the chapter concepts Interview five
people who have bought expensive brands recently. Identify their
motivation and need. Identify the link between intrinsic and extrinsic
needs (page 91)
Submission: 4th Class
Personality
3
Perception
Chapter 6
4
Assignment 5: Develop a perceptual map of a product category.
Discuss implications
Submission 6th class
Consumer Learning
Chapter 7
5
Consumer Attitude Formation and Change I
Chapter 8
6
Assignment: Measure Consumer attitude of three products of a
product category. Develop strategies to change attitudes for one
product
Submission: 8th class
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Consumer Attitude Formation and Change II
7
8
Chapter 8
MID Presentation and QUIZ
Consumer Decision Making
Decision Process and Problem recognition
9
Read handout: Chapter 13 & 14
NOTE: Separate handouts will be given for lectures on Decision
Making
Information search & Alternative Evaluation
10
Outlet Selection and Purchase
11
Reference Groups and Family
12
Read Chapter 10 Schiffman
The influence of Culture on Consumer Behavior
13
14, 15
Read Chapter 12 Schiffman
Final Presentations
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