CONSUMER BEHAVIOR
Course Syllabus
1st Semester, A.Y. 2024-2025
CLASS SCHEDULE/ROOM: Friday, 2:30-5:30 PM, Room 218
PROFESSOR: Mr. Reynald M. Antaso
EMAIL ADDRESS:
[email protected]COURSE DESCRIPTION
Economics 2 with Taxation and Agrarian Reform deals primarily with the study and determination of economic
activity. More specifically, topics for discussion include national income theory, monetary policy, fiscal policy, taxation,
employment, price level, international trade, economic development and agrarian reform.
COURSE OUTLINE:
Prelim: Overview of Consumer Behavior
Main Application of Consumer Behavior
Consumer Behavior Model
Personal Characteristics affecting Consumer Behavior
Consumer Decision Buying Process
The Consumer
Stages of Purchase Decision Process
Problem Awareness, Information Search, Post-Purchase Behavior
Types of Decision Process
General Model of Hierarchy of Effects
Prelim Examination
Semi Midterm: Cultural and Environmental Influences on Consumer
Meaning of Culture
Characteristics, Changes, and Types of Culture
Hofstede’s Dimensions of Culture
Cultural Influences, Subcultures and Consumer Behavior
Social Factors Affecting Consumer Behavior
(Family, Reference Groups, Role in the Society, Social Status)
Personal Factors Affecting Consumer Behavior
(Age, Income/Economic Condition, Occupation, Lifestyle, Personality)
Semi Midterm Examination
Midterm: Psychological Factors Affecting Consumer Behavior
(Motivation, Perception, Learning, Beliefs and Attitudes)
Consumer Behavior and Marketing Strategy
Marketing Strategy, Regulatory Policy, Social Marketing and Customer Value
Market Analysis Components
Market Segmentation
Consumer Behavior Audit
Semi Finals: Situational Influences
Situations Influencing Consumers Behavior Model
Types of Situations
Dimensions of Situational and Ritual Influences
Semi Final Examination
Finals: Consumerism and Consumer Behavior
Motives of Consumerism
Rights and Protection of Consumers
Final Examination
COURSE REQUIREMENTS:
Attendance
Topical Report
Team Project
Examinations
GRADING SYSTEM:
Performance and Attendance – 20%
Quizzes and Outputs – 40%
Examinations – 40%
