Consumer Behavior Orientation discusses about the highlights of its lesson within the sem

1. CONSUMER
BEHAVIOR
COURSE ORIENTATION
Presented by:
Prof. Leslie Ann U. Gamundoy

2. Course Description
This course involved a study of consumer behavior as a
tool for marketing decision. It describes the rationale for
studying the consumer behavior outcomes, and the
consumer behavior process: the psychological core, the
process of making decisions, and the post-decisions
evaluation. Consumer’s culture, consumer behavior
outcomes and issues concerning consumer welfare is also
discussed.
3 units

3. Course Intended Learning Outcomes (CILO)
•To understand of how brand strategy influences consumer/customer identity.
•To understand the wants and needs of different consumer/customer segments.
•To analyze the relationships between consumer/customer self-concept and market
decisions
•To apply the decision-making process of individual consumers and organizational
customers.
•To develop consumer/customer segment profiles based on market and media patterns.

4. Week 1
Class orientation
Class policy
Grades
Requirements

5. Week 2 CONSUMER’S RULE
 Helps to define identities in different settings.
 Consumer behavior is a process
 Marketers need to understand the wants and needs of different consumer segments.
 The Web is changing consumer behavior.
 Our beliefs and actions as consumers strongly connect to other issues in our lives.
 Many different types of specialists study consumer behavior.
 There are two major perspectives on consumer behavior.

6. Week 4 PERCEPTION
 Perception is a three-stage process that translates raw stimuli into meaning.
 The design of a product is now a key driver of its success or failure.
 Products and commercial messages often appeal to our senses, but because of the
profusion of these messages most of them won’t influence us.
 The concept of a sensory threshold is important for marketing communication.
 Subliminal advertising is a controversial-but largely ineffective-way to talk to
consumers

7. WEEK 6 PRELIM EXAMINATION
 SEPTEMBER 19-24, 2022

8. WEEK 7 LEARNING MEMORY
 It is important to understand how consumers learn about products and services.
 Conditioning results in learning.
 Learned associations with brands generalize to other products, and why this is important to
marketers.
 There is a difference between classical and instrumental conditioning, and both processes
help consumers to learn about products.
 We learn about products by observing others' behavior.
 Our brains process information about brands to retain them in memory.
 The other products we associate with an individual product influence how we will
remember it.
 Products help us to retrieve memories from our past.
 Marketers measure our memories about products and ads

9. Week 9 The Self
 The self-concept strongly influences consumer behavior.
 Products often play a key role in defining the self-concept.
 Society’s expectations of masculinity and femininity help to determine
the products we buy to meet these expectations.
 The way we think about our bodies (and the way our culture tells us we
should think) is a key component of self-esteem.
 Our desire to live up to cultural expectations of appearance can be
harmful.
 Every culture dictates certain types of body decoration or mutilation.

10. Week 11 Personality and Psychographics
 A consumer’s personality influences the way he responds to marketing stimuli, but
efforts to use this information in marketing contexts meet with mixed results.
 Psychographics go beyond simple demographics to help marketers understand and
reach different consumer segments.
 Consumer activities can be harmful to individuals and to society.

11. Week 12 Midterm Examination
 November 2-8, 2022

12. WEEK 13 Groups and Social Media
 Other people and groups, especially those who possess some kind of social power,
often influence our decisions about what to buy.
 We seek out others who share our interests in products or services.
 We are motivated to buy or use products in order to be consistent with what other
people do.
 Certain people are especially likely to influence others’ product choices.
 The things other consumers tell us about products (good and bad) often are more
influential than the advertising we see.
 Online technologies accelerate the impact of word-of-mouth communication.
 Social media are changing the way companies and consumers interact

13. Week 15 Social Class and Lifestyles
 Both personal and social conditions influence how we spend our money.
 We group consumers into social classes that say a lot about where they
stand in society.
 Individuals’ desire to make a statement about their social class, or the
class to which they hope to belong, influence the products they like and
dislike.
 Consumers’ lifestyles are key to many marketing strategies.
 Identifying patterns of consumption can be more useful than knowing
about individual purchases when organizations craft a lifestyle
marketing strategy

14. Week 17 Cultures
 A culture is like a society's personality and it shapes our identities as individuals.
 Myths are stories that express a culture's values, and in modern times marketing messages convey these values to
members of the culture.
 Many of our consumption activities-including holiday observances, grooming, and gift-giving—are rituals.
 We describe products as either sacred or profane, and some products move back and forth between the two categories.
 Styles are like mirrors that reflect underlying cultural conditions.
 We distinguish between high and low culture.
 Many modern marketers are reality engineers.
 New products, services, and ideas spread through a population, and different types of people are more or less likely to
adopt them.
 Many people and organizations play a role in the fashion system that creates and communicates symbolic meaning to
consumers.
 Fashions follow cycles.

15. WEEK 18 FINAL EXAMINATION
 December 12-17, 2022

16. Text book and References:
• Mendoza, Ernesto H. and Garcia, Lorma S.P.,
Consumer Behavior: Dynamics, Dimensions
and Models, Copyright 2019, Unlimited Books
Library Services and Publishing Inc.
• Włodzimierz Sroka Perspective on Consumer
Behavior: Theoretical Aspects and Practical
Applications 2020 Springer Link
• Isaac K. Ngugi et al Consumer Behavior in
Food and Healthy Lifestyle, 2020 Cabi
Publications
• Aimee Drolet and Carolyn Yoon, The Aging
Consumer: Perspective from Psychology and
Marketing 2020 Routledge Public
• Perguson, Caroll, Consumer Behavior: A
Marketing Perspective, 3rd Edition 2020,
Clanrye International
• Solomon, Michael R. , Consumer Behavior:
Buying, Having and Being, 12th Edition 2018,
Pearson Publication
• Hoyer, Wayne D. et. Al, Consumer Behavior in
the 21st Century 2nd Edition, 2012 Cengage

17. Grading System
 Term Examination -50%
 Quizzes/Exercises-20%
 Attendance – 5%
 Participation – 5%
 Others – 20%

18. Distribution Percentage per Period
Assessment Item Grade Source Percentage
Prelim Grade
Term Examination -50%
Quizzes/Exercises-20%
Attendance – 5%
Participation – 5%
Others – 20%
30%
Midterm Grade
Term Examination -50%
Quizzes/Exercises-20%
Attendance – 5%
Participation – 5%
Others – 20%
30%
Final Grade
Term Examination -50%
Quizzes/Exercises-20%
Attendance – 5%
Participation – 5%
Others – 20%
40%

19. CLASS Rules
Attendance Monitored AOS Policy (All Out
Synchronous
Assignments/Activities should be submitted on TIME
Answer short evaluation on TIME (except some
acceptable reasons or excuses like sickness or
important emergency purposes)
Examination should be taken on TIME.

20. Any Questions?
 Feel free to ask your concerns on my MS teams account or
FB messenger: Leslie Ann Untalan Gamundoy
 Email ad: leslieannuntalan@gmail.com
 From Monday to Saturday (8:00-5:00 pm)
 Don’t disturbed my silence every Sunday (family time)

21. Welcome Back!
College life is
meant to be
enjoyed, rather
than just getting
good grades.