Download CONSUMER BEHAVIOR MM206 Module Objectives

MIDLANDS STATE UNIVERSITY
FACULTY OF COMMERCE
DEPARTMENT OF MARKETING MANAGEMENT
COURSE OUTLINE: CONSUMER BEHAVIOR MM206
Module Objectives
1. To assist students gain an insight into how consumers think, feel, reason and select between
alternatives’ so as to craft appropriate marketing strategy.
2. To cultivate students awareness of how consumer is influenced by his or her environment.
3. To provide students with direct experience as to how knowledge or information processing abilities
influence decisions and marketing efforts.
4. Studying consumer behavior will also assist the student as a consumer to better understand
consumption related decisions.
Reference textbooks
1. Mowen .J and Minor .M (1995) Consumer Behavior, 5th edition, Prentice Hall
2. Schiffman G.L and Kanuk L.L (2004) Consumer Behavior, 8th edition ,Prentice Hall India
3. Solomon R.M (1999) Consumer Behavior Buying, Having and Being, Prentice Hall New Jersey
4. Sheth.J, Mittal .B, Newman, B (1999) Consumer Behavior and Beyond, Dryden Press London
5. Webb C.R (1999) Psychology of the Consumer and its Development, Plenum Publisher Moscow
6. Various Marketing journals and websites
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Module Outline
1.0 Introduction
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Consumer behavior defined.
Why study consumer behavior?
Factors influencing consumer behavior
2.0 Consumerism and ethics
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Teleology (utilitarianism)
Deontology
External factors that affect consumer behavior
3.0 Family influence on Consumer Behavior
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Family definition
Types of families
Functions of a family
Family decision making roles
Importance of the family to the marketer
Family Life Cycle
Implications of family life cycle to the marketer
4.0 Culture Influence on Consumption behavior
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Culture defined
Why study culture?
Implications of culture on marketers
Culture diversity and its influence on marketers in Zimbabwe
Measurement of culture
5.0 Opinion leaders
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Opinion leadership concept
Characteristics of opinion leaders
Importance of opinion leaders in marketing
Measurement of opinion leaders
6.0 Groups and their influence on consumption
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Reference groups
The role of reference groups
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Functions of reference groups
Types of reference groups
Factors affecting power of reference groups
Application of reference groups
Implications of reference groups
Consumer Action Groups
Implication of Consumer Action Groups to marketers
Role of Consumer Council of Zimbabwe
Internal factors that affect consumer behavior
7.0 Consumer motivation
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Defining consumer needs and motivation
Types of arousal
-Emotional arousal
-Cognitive arousal
-Environmental arousal
-Physiological arousal
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Maslow hierarchy of needs
-Importance of Maslow’s Hierarchy of Needs Theory
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Herzberg Two factor theory
-Importance of Herzberg’s Two-factor theory to marketers
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McClelland Trio of needs
Measurement of Motives
-Project technique
-Observation
-Focus groups
8.0 Personality
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Personality theory
Freudian theory
-Application of Freudian Theory
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-Implication of Freudian Theory to marketers
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Neo-Freudian theory
- Marketing implications of CAD
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Trait theory
Personality and Understanding Consumer Diversity
9.0 Perception and Consumption Behavior
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Perception defined
Types of perception
-Absolute threshold
-Differential threshold (j.n.d)
-Subliminal perception
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Marketing Implication of Just Noticeable Difference
Perceived risk
10.0 Learning
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Learning defined
Theories of learning
Behavioral learning theories
-Classical conditioning
-Marketing implications of Classical Conditioning
-Operant/instrumental conditioning
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Cognitive learning theories
-Implications of Cognitive Learning
11.0 Consumer Decision Making
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Diffusion and Adoption of an innovation
Consumer Decision making model
Level of Consumer decision making
Comprehensive model of consumer behavior
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Module evaluation
1. Course work will account for 30% of end of course grade and final examination 70%.
2. Students cannot sit for the end of semester exam without attending lectures.
3. If a student does not have a course mark, it is an automatic fail.
4. When writing assignments, use the Harvard system of referencing.
5. Students will write 2 assignments. No late submissions will be tolerated. All assignments must be
word processed to Times New Roman, Font size 12, with 1.5 Line spacing only.
6. Students will also make a class presentation
Assignment 1
Due date: Second day of Second Block
Assignment 2
Due date: Second day of Second Block
Individual presentation (20marks)
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