Comsumer Behaviour

1. Explain the key psychological factors influencing consumer behavior.
2. Apply market segmentation strategies based on consumer characteristics.
3. Analyze the impact of social and cultural factors on consumer choices.
4. Develop effective marketing campaigns targeting specific consumer segments.
5. Evaluate consumer decision-making processes.
6. Understand the role of relationship marketing in building customer loyalty.

13 weeks, about 56 hours in total. Yours will differ.

1. Week 1Module 1: Introduction

   • Unit 1: Introduction to Consumer Behaviour · 4 hours

     Define consumer behavior and its perspectives.. Explain the importance of studying consumer behavior.. Discuss the applications of consumer behavior knowledge..

2. Week 2Module 1: Introduction

   • Unit 2: Market Segmentation · 4 hours

     Define market segmentation and its criteria.. Describe the process of market segmentation.. Identify the bases for market segmentation..

3. Week 3Module 2: Consumer as an Individual

   • Unit 1: Motivation and Involvement · 4 hours

     Describe the concepts of motivation and motives.. Explain the theories of motivation.. Classify different types of motives.. Discuss the role of motives in consumer behavior..

4. Week 4Module 2: Consumer as an Individual

   • Unit 2: Personality and Self-Concept · 4 hours

     Define personality and self-concept.. Explain the theories of personality.. Describe how self-concept develops.. Discuss brand personality and its marketing applications..

5. Week 5Module 2: Consumer as an Individual

   • Unit 3: Perception · 4 hours

     Define perception and its elements.. Explain the perception process.. Discuss the relationship between perception and consumer information processing.. Analyze the impact of perceptual judgments on marketing strategy..

6. Week 6Module 2: Consumer as an Individual

   • Unit 4: Learning and Memory · 4 hours

     Define learning and memory.. Describe the elements of learning.. Explain the behavioral theory of learning.. Discuss the general characteristics of learning..

7. Week 7Module 2: Consumer as an Individual

   • Unit 5: Attitude Formation and Change · 4 hours

     Define attitude and its functions.. Describe the characteristics of attitudes.. Explain the sources of attitude development.. Discuss strategies for changing attitudes and intentions..

8. Week 8Module 3: Consumer and Social/Cultural Setting

   • Unit 1: Family and Household · 4 hours

     Define family and household.. Describe the traditional and modern family life cycle.. State the variables affecting family purchase decisions.. Discuss the nature of family decision-making and purchase roles..

9. Week 9Module 3: Consumer and Social/Cultural Setting

   • Unit 2: Social Group · 4 hours

     Define social group and classify different types of consumer social groups.. Identify the characteristics of a social group.. Describe reference groups and their influence on consumer behavior.. Discuss reference group marketing strategies..

10. Week 10Module 3: Consumer and Social/Cultural Setting

    • Unit 3: Consumer Social Class · 4 hours

      Define social class and identify the variables of social class research.. Describe the determinants of social class.. Explain consumer behavior and social class categorization.. Discuss social class measurement and its problems..

11. Week 11Module 3: Consumer and Social/Cultural Setting

    • Unit 4: Cultural Influence · 4 hours

      Describe the meaning of culture and its essential features.. Explain the nature of cultural values and how they influence consumer behavior.. Discuss cultural changes and their implications for strategic marketing practices.. Describe consumer rituals and dimensions..

12. Week 12Module 4: Consumer and Decision Making

    • Unit 1: Adoption and Diffusion of Innovation · 4 hours

      State the differences between diffusion and innovation.. Describe the process of consumer diffusion.. Identify factors affecting the spread of innovation.. Identify categories of adopters..

13. Week 13Module 4: Consumer and Decision Making

    • Unit 2: Consumer Information Processing · 4 hours

      Describe what is meant by the term 'Information processing'.. State the stages of information processing.. Describe the types of information consumers usually seek.. Explain the sources of information and determinants of benefits and costs of information search..

    • Unit 3: Consumer Decision Making · 4 hours

      Review key concepts and theories from Modules 1-4.. Work on assignments and tutor-marked assessments.. Prepare for final examinations..