MARKETING 490
CONSUMER BEHAVIOR
SUMMER 1998
Dr. Z. S. Demirdjian Office Phone: (562) 985-4764
Office: CBA 353
Office Hours: 8:30-9:00 a.m., M-T-W-TH and by appointment.
TEXTBOOK: Consumer Behavior: Building Marketing Strategy, 7th ed, by Hawkins, Best and Coney
COURSE OBJECTIVES:
Since the consumer has become the focal point of our economic system, our
emphasis in this course will be laid on the nature and dynamics of consumer
markets and their implications to the marketing practitioner. Furthermore, our
efforts will be directed toward understanding concepts and constructs employed
to delineate and measure market segments (consumers) as essential input
information for marketing strategy formulation. In addition, we shall discuss
relevant topics of interest, such as the consumerism movement and its impact on
marketing.
CLASS ACTIVITIES:
Method of instruction will comprise lectures, case analyses, videos, and
discussion of controversial topics in Consumer Behavior.
NO TERM PROJECT!
GRADING METHOD:
The point system is adopted to make continuous self-evaluation in terms of
grades possible.
First Exam 100 points
Case Analysis 100 points
Final Exam 100 points
TOTAL 300 points
Schedule
Assignment Chapter
Not All Chapters in the Text are assigned for reading
July
13 Course Orientation
14 Consumer Behavior and Marketing Strategy I
EXTERNAL INFLUENCES
15 and 16
The Changing American Society: Values and
Gender '
3
20 The Changing American Society: Subcultures 5
21 and 22 Group Influences on Consumer Behavior 7
INTERNAL INFLUENCES
23
Perception 9
27 Types of Perception 9
28 and 29 Learning, Memory, and Product Positioning 10
30 Motivation, Personality, and Emotion 11
August
3 First Exam
4 and 5 Attitudes and Influencing Attitudes 12
6 Self-Concept and Lifestyles 13
CONSUMER DECISION PROCESS
10
Situational Influences on Consumption 14
11 Consumer Decision Process and Problem
Recognition 15
12 Consumer Information Search 16
13 and 17 Alternative Evaluation and Selection;
Cases are
Due 17
18 Post purchase Processes, and Customer
Satisfaction 19
19 Consumerism and Regulatory Issues 21
20 Future Trend in Consumer Research and Review
21
FINAL EXAMS