Consumer Behavior Marketing 314

Course Outline Spring 2013

Consumer Behavior
MARKETING 314 SPRING 2013
Instructor: Office: Office Hours: Email: Hasan Javid FAST NU City Campus. Tuesday 12 2 Or by appointment hasan.javid@nu.edu.pk

Textbook:

Consumer Behavior: Buying, Having and Being by Michael R. Solomon ( Ninth Edition)

What is Consumer Behavior

Consumer Behavior investigates the manner that people interact with products and their marketing environment. This can include the purchase of products (e.g. a new stereo), the consumption of services (e.g. TCS), or the disposal of goods. Since we are all consumers in the market place in some form, consumer behavior can also tell us something about ourselves. As a result, I think, consumer behavior (CB) is one of the most interesting topics in Marketing. Understanding consumers enables marketers to more effectively meet the needs of buyers in the market, and be more successful in the market. During this course we will explore many social, cultural and marketing factors that influence the selection and usage of products and services. To understand this process, you will be exposed to perspectives on consumer behavior from marketing, psycholog y, sociology and anthropology. You will also learn about, and try to use, some of the techniques that marketers use to understand and influences consumers, and how these techniques contribute to our daily lives and the culture in which we live.

Course Objectives
To gain a better understanding of yourself as a consumer. To learn the concepts and theories that underlies consumer behavior. To gain a deeper understanding of how the consumer contributes to the success of a brand or firm. To learn how to implement these theories and concepts into effective marketing

Consumer Behavior Marketing 314

Course Outline Spring 2013

strategies. To intelligently express your insights into consumer behavior in informal discussion, formal presentation, and written prose. The study of Consumer Behavior will help you to understand how to apply concepts like learning, personality, motivation, perception, attitudes, communication and decision making in the following ways; The psychologies of how consumers think, feel, reason and select between different alternatives (e.g. brands, products); The psychology of how the consumer is influenced by his or her environment (e.g. culture, family, signs, media); How consumer motivation and decision strategies differ between product that differ in their level of importance or interest that they entail for the consumer; and The behavior of consumers while shopping or making other marketing decisions; Limitations in consumer knowledge or information processing abilities to influence decisions and marketing outcome. How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer. You will learn how to apply consumer behavior concepts in tailoring your marketing and brand strategies to be able to promote your brand and persuade your customer to purchase it. The application of this information will be in the fields of; Developing the product and improving it. Determining a price point for the brand.

Course Outline
The course will explore four major themes in consumer behavior. Readings are assigned with each topic and you are expected to prepare for class by reading these chapters. We will not necessarily cover all of the chapter material in class and we will cover additional material that is not in the textbook. You are responsible for both the readings and class material for the tests. Text Book: Consumer Behavior Buying, Having and Being. By Michael R. Solomon. Ninth Edition.

Consumer Behavior Marketing 314 Ses s ions Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Topics Orientation Consumer Rule Perception Learning & Memory Motivation and Values The Self Personality and Life Style Attitudes Individual Decision Making Buying and Disposing Income & Social Class Cultural Influences on Consumer Behavior Global Consumer Culture Project Presentations

Course Outline Spring 2013 Readings Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 5 Chapter 6 Chapter 7 Chapter 9 Chapter 10 Chapter 13 Chapter 15 Chapter 17

Schedule is subject to change at instructors discretion.

Grading Plan
Assignments Quiz Class Participation Presentations Project Mid Term Final 10% 05% 05% 05% 15% 20% 40%

Individual Assignments
There will be individual assignments, the topics of which will be revealed in due course. You will be asked to solve a marketing problem or to analyze a particular type of consumer behavior in these assignments. Please use the theories we have learnt in class to complete these assignments which means stay focused for your assignments.

Consumer Behavior Marketing 314

Course Outline Spring 2013

GROUP PROJECT
Students are required to form groups consisting of 4 to 5 members each. Each group has to submit a list of its members (names, Batch, reg #s and email addresses) by Session 4. Note that you will not be allowed to form groups between sections. Consumer Analysis Project The primary objective of this project is to let you understand the relevance of consumer behavior research to an organization. The focus of this project is to apply the consumer behavior concepts learnt in class to a specific marketing problem facing a brand or an organization that you are familiar with. The final report will consist of 4 main sections, which are described below. The hard version of your report is due at the beginning of our final class meeting. The electronic version of your report has to be uploaded to SLATE before our final class meeting. Content of Your Written Report (1) Executive Summary The Executive Summary section, in less than 1 page, summarizes the key points in your report. A good summary will let your readers know the context and focus of your analyses and your final recommendations or comments. (2) Introduction or background Identify a marketing problem: You should regard your team as the consultants hired by the company to carry out consumer research. In 1 page, identify a specific marketing problem. Past experience has strongly indicated that the more specific your problem statement is, the better and more insightful your analysis will be. For example, a broad definition of your question can be, a Packaged Milk company wants to explore new markets . A narrower and more specific question that can be successfully addressed within 10 pages would be A Packaged Milk Company wants to explore the market of Children in Pakistan. (3) Consumer Analysis Conducting primary research: Use a form of primary research to gain information on the understanding of the consumer. This may involve observation research, a focus group, interviews, etc. Describe your method and findings. 4) Recommendations In the final session, based on the secondary and primary research you conduct, write recommendations or solutions. The recommendations should address the marketing problem you identified. You can also suggest how your recommendations could be implemented.

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Course Outline Spring 2013

Presentation The presentations are expected to take approximately 30 minutes each, including Q & A. o Due to the time limit we have, you have to stop when time is up. It is up to the groups to decide how long they want for Q & A. Attendance is mandatory for presentations, and every group will be required to mark every presentation except their own. Peer Evaluation You need to evaluate your own and the other group members effort and contribution to your group project. If an individual gets below average remarks from more than 3 group members, 1 3 marks will be deducted from his final marks. The main purpose of this peer review is to make sure no free riders in the teamwork. Of course, if someone gets above average comments from all his/her teammates, he will get 1 3 bonus points. The rating should consider both quantity and the quality of the effort.

CLASS PARTICIPATION
Class participation will be graded on the quality (most important) and quantity of your contribution to our class discussion.

Miscellaneous
Class Behavior While in the classroom you are expected to maintain a business -like conduct. Please be respectful of both me and the other students in the class. Please arrive on time and do not leave early. If you will be arriving late or must leave early please let me know beforehand. Please do not get up and walk out and return to the classroom during class time. Turn off you cell-phones, pagers and other noisemaking electronic devices. Please dont hold a conversation with your neighbor. Since we will be having discussion in class, if you have something interesting to say, please share it with all of us. Academic Honesty Academic dishonesty or plagiarism can include: Quoting verbatim or almost verbatim from a source without reference or acknowledgment Adopting a line or argument from an author without indicating the source Submission of someone elses work without acknowledgment Knowingly representing another authors ideas as ones own work Copying from another person or using materials that are not allowed in a test or exam

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Course Outline Spring 2013

Any incident of academic dishonesty will be reported and the work will receive a failing grade.

Assignment/Term report Due Dates

I would like to keep the assignment & Term reports due dates as firm as possible. Assignments that are handed in late will lose 5% for each day that they are late. I am not completely inflexible, if you perceive that you will have a problem meeting a deadline come and see me before the due date, and if you have a reasonable excuse (i.e. medical, personal) we will make some arrangements.

Discussion
Since we will be having discussions in the class, please be sensitive and aware of the choices you make surrounding your language choices in the classroom and in your writing assignments. Sexist, racist, ageist, homophobic or otherwise derogatory language will not be permitted. This is not to suggest that we cannot discuss these issues, instead it is a reminder that we are sharing the classroom with others and the use of this type of language may diminish the experience for other members of the discussion. To keep things interesting and (strongly) encourage you to read the relevant chapter before coming to the class, note that there will be a quiz on the upcoming chapter at the beginning of each class. All quizzes will count. There will be no makeup quiz under any circumstances. You will get a 0 in any quiz that you miss.