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