1. Abasyn University
www.abasyn.edu.pk
COURSE OUTLINE
Code MG-306 Title Consumer Behavior
Credit Hours 3 Session Fall 2012
Department Department of Management Sciences
The course of consumer behavior is designed to give insight knowledge to the
Course
students regarding consumer interaction in the market on daily basis. The
Objective
purpose of the course is to equip students with the skills that can help them to
identify the factors that play a vital role to the customer satisfaction and
purchase pattern of products and what kind of strategies can help them in this
regard.
Instructor
Muhammad Usman Haider
MS-Marketing, Agricultural University Peshawar
Email: usman@abasyn.edu.pk
1. Consumer Behaviour 10th Edition
Suggested Leon G. Schiffman, Leslie Lazer Kanuk, S. Ramesh Kumar
book (s) 2. Consumer Behaviour 9th Edition
Michale R. Solomon
Class Policy 1. The students must reach the classroom in time. Latecomers
may join the class but are not entitled to be marked “present”.
2. Attendance shall be marked at the start of the class. Students
failing to secure 75% attendance shall not be allowed to sit in the
Final Examination.
3. The assignment submission deadline must be observed. In case of l
ate submission, 10% marks may be deducted for each day.
4. Those who are absent on the announcement date of the assignment
/ test, must get the topic / chapter of the test / assignment confirmed
through their peers.
5. Mobile phones must be switched-off in the classrooms.
Grading Internal Evaluation 50 Marks Final Term Exam 50 Marks
Policy Mid-Term Exam 20 Marks Final Term Exam 50 Marks
Attendance / Conduct 05 Marks
Assignments 10 Marks
Tests / Presentations 20 Marks

2. Weeks Topics to be covered Chapters
Consumer behavior: its origin and strategic Applications 1
1 • Development of the marketing concept.
• Customer value satisfaction and retention
The Consumer research Process 2
• Overview of consumer research
2
• Developing research objectives
• Collecting secondary data
• Designing primary data 2
3
• Data analysis and reporting research findings
Market Segmentation And Strategic Targeting 3
• What is market segmentation?
4 • Criteria for effective targeting of market segments.
• Bases for segmentation
• Implementing segmentation strategies
Consumer Motivation 4
• Motivation as a psychological force.
5
• The dynamic of motivation..
• Types and systems of needs.
Personality And Consumer Behavior 5
• What is personality?
6
• Theories of personality.
• Brand personality.
• Self and self image 6
7
• Virtual personality and self
Consumer Perception 6
8 • Elements of perception
• Dynamics of perception.
• Consumer imagery. 9
• Product Positioning
9
• Digital Marketing and Product Positioning
• Packaging as a positioning elements
• Effectiveness of brand positioning 9
10 • Perceptual mapping
• Positioning of service
Communication and Consumer Behavior. 10
11 • The source as the message Initiator.
• The Receiver as the Target Audience.
12 • The Media as the Channels for transmitting Messages. 10

3. • Designing Persuasive Message.
The Family and Social Class 11
• Socialization and related roles of family.
13
• Family decision making and consumption related roles.
• The family life cycle.
Social class and consumer behavior 11
• What is social class?
14
• The measurement of social class.
• Life style profile of social classes.
The Influence of culture on consumer behavior
• What is culture?
15
• The invisible hand of culture.
• Culture satisfies needs.
• Culture is learned.
16
• Culture is dynamic
Teachers Signature: ___________________________
Approved by HoD/ Coordinator: _________________ Dated: ___________________