Consumer Buying Behavior MARK 60550 02 Fall 2

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					                                       Consumer Buying Behavior
                                                     MARK 60550-02

                                                         Fall 2008

Professor: Kevin D. Bradford
Class meeting time: Monday and Wednesday: 3:00 to 4:50 in room LO14B
Office Hours: Tuesday: 2:00 to 4:00
Office Location: LO14B Mendoza College of Business
Office Phone: 574-631-5057
Home Phone: 574-340-6931


    1. Text Book: One textbook. Available at the Notre Dame Hammes Bookstore.

    2. Notes to support Lectures: These are the responsibility of the student. Students paying
       careful attention in the class will provide ample opportunity to acquire the necessary notes and knowledge to obtain
       the requisite knowledge to achieve in the course. The lectures will support the accomplishment of case studies,
       assignments, and the material to be learned.


This course is an introduction to the fascinating field of consumer behavior. Emphasis will be given to appreciating its
scope, understanding the essentials underlying consumer decisions, and relating such understanding to issues in marketing.
This course emphasizes theory and empirical research in social sciences. We will see how these theories and methods
provide the foundation for evaluating alternative courses of action in decisions involving product development, pricing,
advertising, market segmentation, product positioning, as well as other marketing variables.

The course will be managed with expectations that students conduct themselves professionally. Students will also be
expected to communicate their ideas, challenge existing thought, and contribute to topics in the class. These expectations
are for both written and oral-discussion based assignments. Students will be challenged continuously their opinion and
ideas regarding consumer behavior topics and will be asked to succinctly and effectively communicate their points of view
in both written and oral formats.


The objectives of the course are:

1. To inform students of the major concepts and theories used to explain consumer behavior and their implications for
    marketing and public policy decision making.

2. To develop a comprehensive appreciation of marketing’s use of the understanding of consumers in their business

3. To develop students’ abilities to use these concepts and theories in developing strategies and approaches to deal with
    various marketing management situations in an applied manner.

4. To assist in the development of student’s communication, creative, and interpretation skills as it pertains to applied
    social and cognitive psychological concepts, demographic concepts, and sociological concepts.

5. To comprehend the power of marketing and appreciate it as a catalyst for social change and standards of living.

    1. To gain an appreciation of the processes marketing uses to affect change.

6. To provide background for a broader consideration set for marketing decisions to consider not only the maximization
    of profit for the firm but to consider the effects of marketing decisions on all of the stakeholders.


Instruction will be provided through a mix of business case analyses, discussions, and lectures. The class is structured to
facilitate students’ active participation in class proceedings and case discussions. Thus, daily preparation and completion of
class and/or homework assignments is required. Students will be expected to understand some key behavioral, qualitative,
and quantitative aspects of consumer behavior. Although the class will engage in somewhat challenging quantitative
analyses periodically, no more than arithmetic and minimal algebra is required.

The lectures and class discussions are predicated on the required readings. The lectures may cover particularly important
aspects of marketing and may be on topics not in the text. In addition, all assigned reading material is the responsibility of
the students. There will be ample opportunity to ask questions in office hours to clarify or explain concepts not covered in
the lecture or in the case analyses. So that you will receive maximum benefit from this course, it is expected that all material
will be read prior to class for which it is assigned.


 There are thirteen classes in this semester plus a final examination period. During this time you will be evaluated in the
 following manner.

Course component                                                              Number        % of grade
Business Case Analyses                                                          Four              40
Position Paper: written                                                         One               25
Position Paper: oral                                                            One               15
Class participation, preparation, and attitude                              All semester          20
Total                                                                                           100%


Case Analyses. Cases analyses deal with topic areas that provoke discussion and relate to important topics in consumer
behavior. Cases studies are relevant and the discussions prove to be insightful. There will be four case studies assigned.
Directions for these assignments are in the attachment along with the questions for the assignment. The case studies are
group assignments. Case study assignments

Position paper Assignments. The position paper assignment is designed expose students to fundamental consumer
behavior concepts and to challenge students to articulate how theoretical knowledge can be used to describe current
marketing issues and problems. The assignment is to read the related material for understanding, answer the accompanying
discussion questions in a report format to be handed in and then to be presented on the last two days of class. These
position papers are to be written in a complete but concise manner and to be clearly communicated. Students should focus
on both the written and oral communication of the position paper in that they will be graded separately. The position
papers will be evaluated on completeness of answer, clarity of thought, insightful contribution, pushing the knowledge
beyond the required reading versus reporting the facts, and uniqueness of the contribution. The oral presentation will be
evaluated on the bases of completeness, how informed the presentation is, clarity, and the ability to answer “the
question(s)” that the professor will pose to you relating to your topic. This is a group assignment. The key here is: While
learning, teach the class.

Class participation, preparation, and attitude. Active participation in the class is an essential part of the learning experience.
Meaningful participation includes careful preparation for class by reading the text, preparing written assignments or
discussion questions as well as making a contribution to our class discussion.

The class is designed to reward the student that professionally participates. That means those who attend class, arrive on
time, and are prepared to participate in meaningful dialogue about assigned consumer behavior topics. Absences will be
noted and will affect your grade in accordance with the grading policies of the University of Notre Dame. Tardiness and
absence will directly affect the participation portion of your grade.

Oftentimes, professors can detect whether a student positively affects a class by his or her attitude toward the class.
Students can positively affect their grades by demonstrating a positive, helpful, professional, and respectful attitude in class.
On the other hand, students that disrupt and present a perceivable negative effect on the class by his or her behaviors or
attitudes can expect their grades to be negatively affected.


Grades will be assigned using the +/- system. The following is the grading scale for this course:

   Letter Grade             Score

         A                 97-100
         A                  94-96
        A-                  90-93
        B+                  87-89
         B                  84-86
        B-                  80-83
        C+                  77-79
         C                  74-76
        C-                  70-73
        D+                  67-69
        D                   64-66
        D-                  60-63
         F                Below 60


If you have any condition, such as a physical or learning disability, which will make it difficult for you to carry out the work
as we have outlined it or which will require academic accommodations, please notify me during the first meeting of the
course and I will strive to accommodate you.


    1. It is expected that all assigned materials have been read prior to class. You will be asked to answer questions, give
       examples, and explain items covered in the reading assignments.

    2. On occasion, additional material will be assigned and/or distributed in class.

    3. Computers are not to be used or cell phones are not to ring in the class.

    4. Only those students enrolled in this class are allowed to attend unless arrangements are made with the instructor.

    5. Important course announcements (e.g., changes in the syllabus, etc.) and various suggestions and hints will be
       posted to a list serve created from your e-mail address, so please make sure we have your correct address. Please
       check your e-mail regularly.

    6. No late work will be accepted. If you know you must miss a class, you may always turn an assignment in early.

    7. All assignments must be typed and placed on hard copies unless otherwise specified.

                                                                      COURSE DETAIL

                                                                             Fall 2008

  Date                                      Class preparation                                                               Topics
M, 10/27                                                                                           Syllabus
                                                                                                   Definition of consumer behavior
                                                                                                   How the study of consumer behavior is used
                                                                                                   Introduction to the course

W, 10/29   Marketing and the Job of the Marketing Manager; Chapter 1, page 1; by Winer,            Role of the marketing manager
           Russel S.                                                                               The marketing concept
                                                                                                   The importance of being customer focused
                                                                                                   Types of demand
                                                                                                         o Types of marketing
                                                                                                   Why Study Consumer Behavior
                                                                                                   How marketing is changing
                                                                                                   Introduction to Segmenting, Targeting, and Positioning
                                                                                                   Segmentation process
                                                                                                   Importance of segmentation
                                                                                                   How segmentation is used

M, 11/3    Identifying Market Segments and Targets; Chapter 2, page 35; By Kotler and Keller.      Value-based segmentation criteria
                                                                                                   Behavioral criteria for segmentation
           Consumers’ Rule; Chapter 3, page 70; By Solomon, Michael R.                             Profile-based segmentation
                                                                                                   Requirements for Effective Segmentation
                                                                                                   Evaluating Market Segments
                                                                                                   Target Marketing Strategies
                                                                                                   Choosing a Target-Marketing Strategy

W, 11/5    Customer Intimacy and other Value Disciplines. By Michael Treacy and Fred               Consumer behavior is a process
           Wiersema; (1992) Harvard Business Review article; Product number: 93107.                Consumers use products to help them define their identities
           January 01, 1993                                                                        The internet and consumer behavior

                                                                                                 Consumer activities can be harmful to individuals
           Perception; Chapter 4, page 109; By Solomon, Michael R.                               How to study consumer behavior

M,11/10    INDUSTRY EXECUTIVE; Richard Yoo; McDonald’s                                           Three stage process of perception
                                                                                                 Products and commercials don’t always affect us.
           CASE ASSIGNMENT Due, page 445: Webvan: Groceries on the Internet; ;
           Harvard Business review case study; By Bakshi and Deighton

W,11/12    Attitudes; Chapter 5, page 147; By Solomon, Michael R.                                Subliminal advertising
                                                                                                 Interpretation of marketing stimuli
           Discussion of case assignment: Webvan: Groceries on the Internet; ; Harvard           Semiotics and symbols
           Business review case study; By Bakshi and Deighton
                                                                                                 Why attitudes are so important for consumer researchers
           Individual Decision Making; Chapter 6, page 181; Solomon, Michael R.                  How attitudes are formed

M, 11/17   Attitudes continued; Chapter 5, page 147; By Solomon, Michael R.                      Motivation to maintain consistency among all components of
           Individual Decision Making continued; Chapter 6, page 181; Solomon, Michael R.        Measuring attitudes
           CASE ASSIGNMEMT: Coca-Cola’s New Vending Machine: Pricing to Capture
           Value or Not?; page 402; Harvard Business review case study; By King and

W, 11/19   Industry Executive; Tamara Prather; Kraft                                             Decision making processes
                                                                                                 Stages in decision making
                                                                                                 Rationality and decision making
                                                                                                 Decision rules
                                                                                                 Heuristics

M, 11/24   Individual Decision Making continued; Chapter 6, page 181; Solomon, Michael R.        Special topic: Problem Recognition and Information Search

           Income and Social Class; Chapter 7, 221; By Solomon, Michael R.

           WRITTEN ASSIGNMENT: Vermont Teddy Bear Company: Calyx & Corolla; By
           Alexander Chernev; Harvard Business review case study; Source: Kellogg School of
           Management; August 10, 2005

W, 11/26   Ethnic, Racial, and Religious Subcultures; Chapter 8, page 255; By Solomon, Michael      Purposeful consumption
           R.                                                                                       Personal and social conditions effects on decision making
                                                                                                    Ethnic, racial and religious subcultures affect consumption
           Age Subcultures; Chapter 9, page 285; By Solomon, Michael R.
                                                                                                    Three largest racial/ethnic subcultures in the US
                                                                                                    Marketing appeals to ethnic and racial identity

M,12/1     WRITTEN ASSIGNMENT: Li Ning Anything is Possible; (2007); Harvard                        Ethnic, racial and religious subcultures affect consumption
           Business School Case Study: February 26, 2007                                            Three largest racial/ethnic subcultures in the US
                                                                                                    Marketing appeals to ethnic and racial identity
           Motivation and Values; Chapter 10, page 315; By Solomon, Michael R.
                                                                                                    Age Cohorts
           Learning and Memory; Chapter 11, page 355; By Solomon, Michael R.                        Teens
                                                                                                    Baby boomers
                                                                                                    Seniors increasing importance
                                                                                                    Socially Responsible Targeting and Positioning: Children,
                                                                                                     Women, and Elderly
                                                                                                    Involvement and consumer decision making
                                                                                                    Cultural values
                                                                                                    Values affect on consumption
                                                                                                    Conditional Learning
                                                                                                    Operant learning
                                                                                                    How memory systems work

W, 12/3    Presentations of Position papers

M,12/8     Presentations of Position papers


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