COURSE INFORMATION

1. Name of Course CONSUMER BEHAVIOUR

2. Course Code BUS2238
3. Name(s) of Academic Staff Siti Nor Aien Mohd Darus
4. Semester and Year offered Semester 3, Year 2
5. Prerequisite (if any) Principles of Marketing (BUS2233)
6. Rationale for the inclusion of the course in the Consumer Behaviour explores how the examination and
programme application of consumer behaviour is central to the planning,
development, and implementation of marketing strategies
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7. Course Description This course is an introduction to the background and tools for a
strong fundamental of comprehending consumer behaviour. It
will expose students to the study of consumer behaviour, its
diversity, its development, and the role of consumer research.
The course aims to guide students through a comprehensive
description of consumer psychology. This course will provide
students with a picture of the social and cultural dimensions on
consumer behaviour. Finally, the course aims to explore the
various aspects of consumer decision-making in which a simple
model of consumer decision-making is examined in detail. This
model ties together the psychological and cultural concepts of
consumer behaviour.

8. Credit Value 3
9. Course Outcomes At the end of this course, student will be able to:
1. Explain consumer behaviour and its relation with various
concepts and disciplines in marketing field. (C2)
2. Demonstratethe market segmentation, bases for
segmentation, and the effective market targeting criteria.
(C3, A3, P4)
3. Explain factors motivating or influencing consumer when
making consumption or purchase decision. (C2)
4. Explain stages in consumer decision-making. (C2)

2. Assessment Methods and Types Methods Percentage

Quizzes 10%

Formative (60%) Tutorial Exercises 10%

Group Assignment 20%

Presentation 20%

Summative (40%) Final Examination 40%

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 Total 100%
3. Content outline of the course Topic

TOPIC 1: CONSUMER BEHAVIOUR: ITS ORIGIN AND

STRATEGIC APPLICATION
Definition and Scope of Consumer Behaviour
Development of the Marketing Concept and the
Discipline of Consumer Behaviour
Customer Value, Satisfaction, and Retention
Marketing Ethics and Social Responsibility
Consumer Behaviour and Decision Making are
Interdisciplinary

TOPIC 2: MARKET SEGMENTATION

What is Market Segmentation
Bases for Segmentation
Criteria for Effective Targeting Market Segments
Implementing Segmentation Strategies

TOPIC 3: CONSUMER MOTIVATION

Motivation as Psychological Forces
The Dynamics of Motivation
Types and Systems of Needs
The Measurement of Motives

TOPIC 4: PERSONALITY AND CONSUMER BEHAVIOUR

What is Personality
Theories of Personality
Personality and Comprehending Consumer Diversity
Brand Personality
Self and Self Image

TOPIC 5: CONSUMER PERCEPTION

Elements of Perception
Dynamics of Perception
Perceived Risk

TOPIC 6: CONSUMER LEARNING

The Elements of Consumer Learning
Behavioural Learning Theories
Cognitive Learning Theory
Measures of Consumer Learning

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 TOPIC 7: REFERENCE GROUPS AND FAMILY
INFLUENCES
Comprehending the Power of Reference Groups
Consumer-related and Marketer-related Reference
Groups
Functions of the Family
Family Decision Making and Consumption Related
Roles
The Family Life Cycle

TOPIC 8: SOCIAL CLASS AND CONSUMER BEHAVIOUR

What is Social Class
The Measurement of Social Class
Profiles of the Social Class and its Selected Consumer
Behaviour Application
Social Class Mobility
The Arrival of the Techno Class

TOPIC 9: THE INFLUENCE OF CULTURE AND

SUBCULTURES ON CONSUMER BEHAVIOUR
Culture and its Dimensions
Measurement of Culture
What is Subculture
Major Subcultural Categories

TOPIC 10: CROSS CULTURAL CONSUMER BEHAVIOUR:

AN INTERNATIONAL PERSPECTIVE
The Imperative to be Multinational
Cross Cultural Consumer Analysis
Alternative Multinational Strategies: Global versus
Local

TOPIC 11: CONSUMER DECISION MAKING AND

BEYOND
What is Decision
Levels of Decision Making
Models of Consumers: Four Views of Consumer
Decision Making
Consumer Gifting Behaviour
Beyond the Decision: Consuming and Possessing

4. Main references supporting the course 1. Schiffman, L.G., Kanuk, L.L., (2010) CONSUMER
th
BEHAVIOUR, (10 edn), New Jersey Prentice Hall
2. Schiffman, L.G., Kanuk, L.L., (2007) CONSUMER
BEHAVIOUR, (9th edn), New Jersey Prentice Hall

Additional references supporting the course 1. Manual Compilation (for internal circulation only)

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5. Other additional information Nil

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