Faculty of Managemet Summer School 2009

Title:

Consumer behavior

Aim:
In this course we will study the basic factors influencing buyer behavior, the
concepts used to explain this behavior, and the implications of these concepts for
marketing issues. Topics include effects of motivation, learning, perceptions,
attitude, personality, lifestyle, reference groups, social class, demographics, and
cultural factors on buyer behavior, with emphasis upon mass communication
effects.
Course objectives:
1. Identify and discuss the major factors that influence consumer behavior, the
processes used to explain that behavior, and the implications of these influences
for marketing decisions.
2. Enhance working knowledge and analytical skills in assessing consumer
behavior through course assignments and a research project.
3. Increase awareness of the internal and external forces at work in our own
consumption choices and purchase decisions.
Course content:
Day 1:
Overview of marketing
Overview of consumer behavior
Day 2:
The decision making process
Day 3:
Perception
Learning and memory
Day 4:
Motivation and Values
The Self
Day 5:
Attitudes
Attitude change and interactive communication
Day 6:
Consumers as decision makers
Buying and disposing
Day 7:
Group influence and opinion leadership
Organizational and household decision making
Consumer and culture
The creation and diffusion of global consumer culture
Day 8:
Research projects presentations
Final exam - Written test with multiple choice questions
Literature:
Solomon, Michael R. 2004. Consumer behavior: buying, having, and being.
6th, international ed. Upper Saddle River: Prentice Hall: Pearson Education
International, or
Solomon, Michael R. 2007. Consumer Behavior, 7th ed. Upper Saddle
River: Prentice Hall: Pearson Education International

Faculty of Managemet Summer School 2009