INTERNATIONAL ISLAMIC UNIVERSITY

H-10, ISLAMABAD
FACULTY OF MANAGEMENT SCIENCES
CONSUMER BEHAVIOR
Course Outline

1. Course Identification and General Information

Program and Class: MBA1.5 Semester: FALL 2018
Credit Hours: 03 Instructor: Mr Irfan Iqbal
Email: iiui.irfan@gmail.com
Office Location: Office # 02
Pre-requisite Course: Counseling Hours: 12:30 pm – 5 pm

2. Schedule of Assessment Tasks for Students during the Semester

S.No. Assessment Task (e.g. Essay, test, group project, Proportion of Final
examination, etc.) Assessment/Marks
1 Quizzes 10
2 Assignment 10
3 Report & Presentations 10
4 Attendance 10
5 Mid-Term 25
6 Final exam 35

3. Learning Resources
I- Recommended Books:

Consumer Behavior, ninth edition by Leon G. Shiffman and Leslie Lazar Kanuk

II- Reference Books/ Material

Consumer Behavior by Karen Webb, Publisher Mc Graw Hill

III- Electronic Materials, Web Sites etc.

 http://journals.ama.org/loi/jmkg
 https://onlinelibrary.wiley.com/journal/14791
 838
 https://www.emeraldinsight.com/loi/ejm
 https://www.journals.elsevier.com/journal-of-
consumer-psychology

4. Course Description
The course equips students with the basic knowledge about the issues and dimensions of
consumer behavior and develops their ability to apply behavioral theories and research
techniques to tackle marketing problems. It aims to instill appreciation for basic similarities
in human behavior involved in consumption and purchase which provide a model of the
“global consumer". The most basic objectives of the course are to provide students with a
broad introduction to consumer concepts. Specific focus is to assess the variables that
influence consumer consumption in the marketplace and influence product design and
purchase power.

After graduating from this class, students shall:

1. be able to assess the role of consumer behavior within strategic and operational marketing;
2. be able to segment a market on the basis of consumer behavioral variables;
3. be able to develop an insight into the psychological, social and cultural factors that
determine buyer behavior;

5. Assessment Task Description

a) Quizzes
All quizzes can be based on multiple choice questions, students will choose different
options from the given choices. The MCQs items will test the understanding of concepts
studied during the class.

b) Assignments
The Assignments will be given in groups. All groups will be given specific topics and a
template to work and formulate possible solutions as directed in the template.

c) Project
Students have to apply all the concepts of Consumer Behavior in their practical life in
groups. They will be asked to relate their behavior and thought to the concepts of
consumer psychology. The students will need to write a report on the given project and
present their work as class presentation.
6. Lesson Plan & week wise Schedule

Reading &
Lectures Topics
Cases
Consumer Behavior: its origins and strategic
applications
 Development of the Marketing Concept
 Customer Value, Satisfaction and Retention
 The impact of digital technologies on marketing
Lecture 1 strategies
 Marketing ethics and social responsibility
 Consumer decision making and decision making
are interdisciplinary
Consumer Research
Reading for  Consumer Research Paradigm
next Class:  Understanding consumer behavior through
Case: Getting Qualitative research
close to the  Understanding consumer behavior through
customer, Book Quantitative research
2, page No. 30  Using mixed methods to understand the
Lecture 2 consumer behavior
 The consumer research process
 Ethics in consumer research

Case
Study: Market Segmentation
Getting  What is market segmentation
close to the  Bases for market segmentation
customer  Criteria for effective targeting of market
segments
Lecture 3
Reading for next  Implementing segmentation strategies
Class: Case:
Talltale habits
Consumer Motivation
Case  What is motivation (Book 2)
Study:  Major theories of motivation (Book 2)
Talltale  Motivation as a psychological force
Lecture 4 habits  The dynamics of motivation
Consumer Motivation
 Types and systems of needs
Lecture 5  The measurement of motivation
 Ethics and consumer motivation

Reading for Personality and Consumer Behavior

 What Is Personality?
next Class:
 The Nature of Personality
Lecture 6 Case: Dove:
 Theories of Personality
Evolution of a
 Personality and Understanding Consumer
Brand Behavior
Personality and Consumer Behavior
Case: Dove:  Brand Personality
  Product Personality and Gender
Evolution of  Personality and Color
Lecture 7  Self and Self-Image
a Brand  Virtual Personality or Self
Consumer Perception
 Elements of Perception
 Sensation
 The differential threshold
 Dynamics of Perception
 Perceptual selection, organization and
Lecture 8 interpretation
Consumer Perception
Reading for
 Consumer Imagery
next Class:
 Product Positioning
Case: Food
 Perceptual Mapping
and Fuel- A
Lecture 9  Perceived Price
winning  Perceived Quality
combination  Perceived Risk
Consumer Learning
 The Elements of Consumer Learning
Case: Food  Motivation
and Fuel- A  Cues
 Response
winning
Lecture 10  Reinforcement
combination  Behavioral Learning

Readings for
next class: Consumer Learning
case:
 Information Processing and Cognitive Learning
Teenagers’
Lecture 11 attitudes
 Consumer Involvement and Passive Learning
 Outcomes and Measures of Consumer Learning
towards  Recognition and Recall Measures
bicycle  Brand Loyalty
helmets

Case: Consumer Attitude Formation and Change

Teenagers’  What Are Attitudes?
attitudes  Structural Models of Attitudes
 Tricomponent Attitude Model
towards  Multiattribute Attitude Models
Lecture 12 bicycle  Attitude Formation
helmets
Consumer Attitude Formation and Change
 Sources of Influence on Attitude Formation
 Strategies of Attitude Change
Lecture 13  Behavior Can Precede or Follow Attitude
Formation
 Cognitive Dissonance Theory
 Attribution Theory
Lecture 14 Communication and ConsumerBehavior
 Components of communication
 The communication process
  Designing persuasive communications
 Marketing communication and ethics

Reference Groups and Family Influences

 What is a group
 Understanding the power of reference groups
Lecture 15  Selected consumer-related reference groups
 Celebrity and other reference groups appeals

Reference Groups and Family Influences

 The family is a concept in flux
 Socialization of family members
 Other functions of the family
Lecture 16  Family decision making and consumption-
related roles
 The family cycles

Social Class and consumer Behavior

 What is social class
 Social class and social status
Lecture 17  The measurement of social class
 Lifestyle profiles of social classes
 Social class mobility
Social Class and consumer Behavior
 Geographic clustering
 The affluent consumer
 Middle-class consumers
Lecture 18  The working class and other non-affluent
consumers
 Selected consumer behavior applications of
social class
The influence of culture on consumer behavior
 What is culture?
 Culture Dynamic
Lecture 19  The measurement of culture
 Core values in culture
 Shopping culture

Subculture and consumer behavior

 What is a subculture?
 Nationality subcultures
 Religious subcultures
Lecture 20  Geographic and regional subcultures
 Racial subcultures
 Age subculture
 Subculture interaction

Lecture 21 Cross-cultural consumer behavior: An international

perspective
 The imperative to be multinational
 Cross-cultural consumer analysis
 Alternative multinational strategies: global VS
local
  Cross-cultural psychographic segmentation
Consumer influence and the diffusion of
innovation
 What is opinion leadership?
 Dynamics of the opinion leadership process
Lecture 22  The motivation behind opinion leadership
 Measurement of opinion leadership
 A profile of the opinion leader

Consumer influence and the diffusion of

innovation
 Frequency and overlap of opinion leadership
 The interpersonal flow of communication
Lecture 23  Marketers seek to take control of the opinion
leadership process
 Diffusion of innovation
 The diffusion process
Reading for Consumer influence and the diffusion of
innovation
next Class:
 The adaptation process
Case: Solving
Lecture 24 Customers’
 A profile of the consumer innovator
 The innovator is an opinion leader
buying  Are there generalized consumer leaders?
problems
Consumer decision making and beyond
 What is a decision?
Case Study:
 Levels of consumer decision making
Solving
 Models of consumers
Lecture 25 Customers’
 An Economic View
buying  An Passive View
problems  An Cognitive View
 An emotional View
Consumer decision making and beyond
 A model of consumer decision making
 Consumer gifting behavior
Lecture 26  Beyond the decision: consuming and possessing
 Relationship marketing

Legal and ethical issues

 The trade practices
Reading for
 Industry regulations
Next Class:
Lecture 27 Case: Super
 National privacy principles
 Ethical and moral issues in consumer marketing
Shampoo  Consumer associations

Case: Super
Lecture 28 Shampoo
Long Case on Consumer Behavior

Lecture 29 Concluding session

Lecture 30 Presentations
Lecture 31 Presentations
Lecture 32 Presentations