University Of Gondar
College of Business and Economics
Department of Marketing Management
A Syllabus for the course Advanced Consumer Behavior(MAMM 5023)
Course code : MAMM 5023
Credit hr. :3
Academic year : 2022
Target Group : 1st year Post Graduate Students (Regular)
Instructors : sewhareg G. (Asst. Prof)
Mail :
[email protected]Tel : +251-911-735-865
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Course Description
This course is aimed to equip students with a fundamental understanding of how consumers
decide, purchase, use and dispose variety of products and services. The course focuses on
elucidating;
a. How consumers choose between competing products/brands
b. How External and internal factors influences the decision making process of consumers.
c. Steps in consumer decision making process
d. Current theoretical discourse related to consumer Behavior
e. The effect of consumer movement and advocacy on consumer right. Furthermore, the
course examines the various CB models available in contemporary literature.
Learning outcomes:
At the completion of this course, Students will be able to:
Explain the psychological foundations of consumer behavior.
Identify the internal and external factors affecting the buyers’ decision making.
Explain the buyers’ decision making process under different circumstances.
Differentiate the behavior of industrial and business buyers’ behavior and its marketing
implication.
Discuss the models of buyer behavior.
Course Contents
Chapter One: Foundations of Consumer Behavior
1.1 What Is Consumer Behaviour?
1.2 Consumer market
1.3 Consumer Behaviour as a Field of Study
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1.4 Model of Consumer Behaviour
1.5 Factors Affecting Consumer Behaviour
1.6 Consumer Behaviour and Marketing Strategy
Chapter Two: Internal Influences on Consumer Behavior
2.1 Psychological Factors
2.1.1 Motivation
2.1.1.1 The Motivation Process
2.1.1.2 Intrinsic and Extrinsic Motivation
2.1.1.3 Motivational Conflict
2.1.1.3.1 Approach/Avoidance
2.1.1.3.2 Approach/Approach
2.1.1.3.3 Avoidance/Avoidance
2.1.1.4 Consumer Involvement
2.1.2 Perception
2.1.2.1 Sensation
2.1.2.2 Perceptual Processes: Selective Attention, Selective Distortion and
Selective Retention.
2.1.2.3 Perceptual Selection (exposure and attention), Perceptual Organization
and Perceptual Interpretation
2.1.3 Learning And Memory
2.1.3.1 Elements Of Consumer Learning
2.1.3.2 Behavioral And Cognitive Learning Theories
2.1.3.3 Marketing Applications of Classical Conditioning
2.1.3.4 Marketing Applications of Instrumental Conditioning
2.1.4 Memory: How Our Brains Encode Information
2.1.4.1 Memory Systems
2.1.5 Attitude
2.1.5.1 Characteristics of attitude
2.1.5.2 The Power of Attitudes
2.1.5.3 The ABC Model of Attitude
2.1.5.4 Hierarchies of Effects
2.1.5.5 How Do We Form Attitudes
2.2 Personal Factors/THE SELF
2.2.1 Age and life cycle stage
2.2.2 Occupation
2.2.3 Economic situation
2.2.4 Lifestyle
2.2.5 Personality
2.2.6 self-concept
Chapter Three: External forces influencing Consumers
3.1 Cultural Factors
3.2 Social Factors:
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3.2.1 Family
3.2.2 Groups
3.2.3 Social Role And Status
3.2.4 Social Networks
Chapter Four: Choosing & Using Products
4.1 Decision Making
4.2 The Buying Decision Process: The Five-Stage Model
Chapter Five: Consumer decision making and Models of Consumer Behavior
5.1 Types of Buying Decision Behaviour
5.1.1 Complex Buying Behaviour
5.1.2 Dissonance-Reducing Buying Behaviour
5.1.3 Habitual Buying Behaviour
5.1.4 Variety-Seeking Buying Behaviour
5.2 Adoption and diffusion process for new products
5.2.1 The Buyer Decision Process for New Products
5.2.1.1 The Adoption Process
5.2.1.1.1 Individual Differences in Innovativeness
5.2.1.1.2 Influence of Product Characteristics on Rate of Adoption:
Complexity: Compatibility: Divisibility, Communicability:
5.2.1.2 The Diffusion Process: innovators, early adopters, early majority, late
majority, or laggards
Chapter Six: Consumer Right and Consumerism
6.1 Business Ethics and Consumer Rights
6.1.1 Do Marketers Manipulate Consumers?
6.2 Consumers’ Rights and Product Satisfaction
6.2.1 Market Regulation
6.2.2 Consumerism
6.2.3 Transformative Consumer Research
6.2.4 Social Marketing and Corporate Social Responsibility(CSR)
6.3 Major Policy Issues Relevant to Consumer Behaviour
6.3.1 Data Privacy and Identity Theft
6.3.2 Market Access
6.3.3 Sustainability and Environmental Stewardship
6.4 The Dark Side of Consumer Behaviour
6.4.1 Consumer Terrorism
6.4.2 Addictive Consumption
6.4.3 Consumed Consumers
6.4.4 Illegal Acquisition and Product Use
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Reading Assignment: Customer Research priorities, Ethics, Social responsibility, the dark side
of CB & Marketing
Expectation
Classroom activities will consist of lecture and class discussions based on assigned cases and
readings. Students are expected to take part in class room discussion and submit assignments
as scheduled by the instructor. In addition, students should keep up the highest level of
professionalism throughout the course. Class participation is highly encouraged and will be
rewarded with points.
Methods of Evaluation
Article/Book Reviews ………………… ……………....……………20%
Case Analysis and presentation …..….…………………………….………….30%
Final Exam ……………………………...….…..…………50%
N: B Attendance is compulsory.
References
MichaelR.Solomon (2019). Buying, having and being, Boston, 13th ed. Pearson Education
Limited.
David L. Mothers Baugh and Del I. Hawkins (2016) Consumer behavior: Building marketing
strategy,13rd ed. McGraw-Hill Companies, New York
Peter, J. Paul. (2010)Consumer behavior & marketing strategy9th ed. McGraw-Hill Companies,
New York
Wayne D. Hoyer, Deborah J. MacInnis (2010) Consumer Behavior; 5th ed. South-Western
Cengage Learning
Matin Khan (2007) Consumer Behaviour and Advertising Management; 1sted. New Age
International (P) Ltd
Frank R. Kardes, Maria L. Cronley, Thomas W. Cline(2011) Consumer Behavior, South-Western,
Cengage Learning
