GC UNIVERSITY, FAISALABAD

FACULTY OF ECONOMICS & MANAGEMENT SCIENCES

LYALLPUR BUSINESS SCHOOL (LBS)

Course Specifications

Consumer Behavior
MKT-501

Spring – 2020

Basic Information
Course Title:
Course Code:
Course credits/week:
Pre-requisite(s):
Co-requisite(s):
Program(s) on which the course is given:
h t t p : / /w w w . gc uf . e d u. pk /
COURSE SPECIFICATIONS
Consumer Behavior
MKT-501
Theory: 03 Lab: Nil Total: 03
Principles of Marketing /
Marketing Management
BBS-4thSemester (M)
Is the course major or minor element of the program: Major: Minor:
Department offering the program: Lyallpur Business School (LBS)
Department offering the course: LBS (Marketing)
Academic year/level: 4
Revision #:
Last revised on (date): 07.02.2020

Overall Aims of the Course

Course Description:

How does who do what and why? The field of consumer behavior attempts to explain
and predict the ways in which consumers think and behave in given situations. How do
consumers interpret advertising information? Why do people buy? Why not? Who and
what are consumers relying upon for information? How can marketers predict behaviors
from attitudes? How do consumers make decisions? How do we consume and dispose of
products? To answer these questions, consumer behavior draws heavily on the disciplines
of psychology, economics, sociology and anthropology. In this course, you will survey the
relevant theory and learn how to apply these concepts to real world marketing situations.
Class-time discussion of theory always will be supported with examples drawn from past
and current business practices as well as consumers’ everyday lives; we will be
considering the social, ethical, regulatory, environmental and Technological contexts in
which consumers think and act.

Consumer Behavior investigates the manner that people interact with products and their
marketing environment. This can include the purchase of products (a new stereo), the
consumption of services (Disneyland), or the disposal of goods (eBay). Since we are all
consumers in the market place in some form consumer behavior can also tell us something
about ourselves. As a result, I think, consumer behavior (or CB) is one of the most
interesting topics in Marketing. Understanding consumers enables marketers to more
effectively meet the needs of buyers in the market, and be more successful in the market.

This course stresses understanding, application, and generalization rather than

memorization. In every field that you are studying, the body of accepted knowledge is
growing and changing at an increasingly rapid rate. Because your success as a marketer
will depend in part on your ability to find out about new knowledge and apply it to your
own marketing problems, your performance in this course will be evaluated in terms of
how well you are able to integrate textbook theory with business facts to arrive at
explanations and recommendations. During this course we will explore, many social,
cultural and marketing factors that influence the selection and usage of products and
services.

Course Objectives are:

▪ To gain a better understanding of yourself as a consumer
▪ To learn the concepts and theories that underlies consumer behavior.
▪ To gain a deeper understanding of how the consumer contributes to the success of
a brand or firm
▪ To learn how to implement these theories and concepts into effective marketing
strategies
▪ To intelligently express your insights into consumer behavior in informal
discussion, formal presentation, and written prose

The study of Consumer Behavior will help you to understand how to apply concepts like
learning, personality, motivation, perception, attitudes, communication and decision
making in the following ways;

▪ The psychologies of how consumers’ think, feel, reason and select between
different alternatives (e.g. brands, products);
▪ The psychology of how the consumer is influenced by his or her environment (e.g.
culture, family, signs, media);
▪ How consumer motivation and decision strategies differ between product that
differ in their level of importance or interest that they entail for the consumer; and
▪ The behavior of consumers while shopping or making other marketing decisions;
▪ Limitations in consumer knowledge or information processing abilities to
influence decisions and marketing outcome
▪ How marketers can adapt and improve their marketing campaigns and marketing
strategies to more effectively reach the consumer.
You will learn how to apply consumer behavior concepts in tailoring your marketing and
brand strategies to be able to promote your brand and persuade your customer to
purchase it. The application of this information will be in the fields of;

▪ Developing the product and improving it

▪ Determining a price point for the brand
▪ Designing promotional strategies especially advertising, direct marketing
techniques, promotions. Etc.

Learning Outcomes:

On completion of this course, the student will be able to:

▪ Understand and discuss critically how consumers think, feel, reason, and select
between different alternatives (e.g., brands, products) and how marketers can
adapt and improve their marketing to more effectively reach the consumer
▪ Critically assess the nature and scope of consumer behavior.
▪ Describe and critically discuss key consumer behavior terminology, concepts and
theories.
▪ Understand and critically discuss the complexities of consumer behavior and its
relevance to marketing practice.
▪ Demonstrate that they can move beyond simple description of consumer
behavior to analysis and evaluation of consumer behavior using key concepts
learnt during the course
▪ Demonstrate their ability to independently research collate, analyses and synthesis
material on an emerging issue within the field of consumer behavior

Class Format & Weekly Work Plan:

Consumer behavior is a concept based and discussion-driven course, thus the vast
majority of our classes will be focused on concepts, articles & case discussions.

Our weekly class Instructions and discussions will follow this format:

1st – 2nd Week

Chapter – 1: Consumer Behavior & Technology (Page 3 – 39) (Consumer Behavior by Leon
G. Schiffman, Joseph Wisenblit, S. Ramesh Kumar, 12th Edition)

3rd – 4th Week

Chapter – 2: Market Segmentation & Real Time Bidding (Page 41 – 72) (Consumer
Behavior by Leon G. Schiffman, Joseph Wisenblit, S. Ramesh Kumar, 12th Edition)

5th – 6th Week

Chapter – 3: Consumer Motivation and Personality (Page 73 – 111) (Consumer Behavior
by Leon G. Schiffman, Joseph Wisenblit, S. Ramesh Kumar, 12th Edition)
CASE STUDY
7th - 8th Week
Chapter – 4: Consumer Perception & Positioning (Page 113 – 168) (Consumer Behavior by
Leon G. Schiffman, Joseph Wisenblit, S. Ramesh Kumar, 12th Edition)

9th Week
Chapter – 4: Consumer learning (Page 148 – 167) (Consumer Behavior by Leon G.
Schiffman, Joseph Wisenblit, S. Ramesh Kumar, 12th Edition)

Mid Semester Examination

10th Week
Chapter – 6: Consumer Attitüde Formation and Change (Page 172 – 193) (Consumer
Behavior by Leon G. Schiffman, Joseph Wisenblit, S. Ramesh Kumar, 12th Edition)

11th Week
Chapter – 9: Reference Groups & Communities, Opinion Leaders and Word-of-Mouth
(Page 313 – 350) (Consumer Behavior by Leon G. Schiffman, Joseph Wisenblit, S. Ramesh
Kumar, 12th Edition)

12th Week – 13th Week

Chapter – 10: The Family and its Social Standing (Page 351 – 372) (Consumer Behavior by
Leon G. Schiffman, Joseph Wisenblit, S. Ramesh Kumar, 12th Edition)

14th Week – 15th Week

Chapter – 11: Cultural Values & Consumer Behavior (Page 373 – 414) (Consumer Behavior
by Leon G. Schiffman, Joseph Wisenblit, S. Ramesh Kumar, 12th Edition)

16th Week – 17th Week

Chapter – 13: Consumer Decision - Making and Diffusion of Innovations (Page 447 – 476)
(Consumer Behavior by Leon G. Schiffman, Joseph Wisenblit, S. Ramesh Kumar, 12th
Edition)

CASE STUDY
Final Semester Examination

Required Learning Resources

Text Book(s): Leon G. Schiffman, Joseph Wisenblit, S. Ramesh
(Title, Author, Edition, Publisher) Kumar, “Consumer Behavior” (12th Edition-2019)
PEARSON Publisher.
Reference Book(s): Michael R. Solomon, “Consumer Behavior” (Latest
(Title, Author, Edition, Publisher) Edition) Prentice Hall.

• S.Ramesh Kumar & Mithun Sivagurunathan,

“Sustaining an Ethnic Soft Drink-Paper Boat: Brand
Positioning and Consumer Behaviour, ”IIMB-
Harvard Business School Case Series.2012 ,Text
Articles/Journals/Periodicals: Book Page No. 590-604.
(Title, Publisher) • S.Ramesh Kumar,Ande Teja & Syed Hussain,
“Exploring Category Benefits for Brand Building-
Kaya and The Beauty Care Market, ”IIMB-Harvard
Business School Case Series.2017 ,Text Book Page
No. 605-613.
Facilities Required for Teaching and Learning
-White Board
-Multimedia

Assignments Schedule & Quiz

No. Week Assigned Week Due QUIZ TESTS
Three surprise quiz tests will be
1 3 4
conducted during the semester, best of
2 6 7 two will be counted for final grade. There
3 11 12 will be no makeup of these tests.
DEAR STUDENTS,
DUE TO PANDEMIC SITUATION
4 14 15 (COVID-19) THE EXAMINATION
METHODOLGY CHNAGED , AND
WILL BE COMMUNICATED YOU
SHORTLY.
Examination / Weighting of Assessments & Quizzes
Quizzes + Assignments + Class Participation + Projects 20 %
Mid-semester examination 30 %
End-semester examination 50 %

Grading Criteria
Letter Grade Percentage Marks
A 80 -100 EXCELLENT
B 65-79.99 GOOD
C 50-64.99 SATISFACTORY
D 40-49.99 PASS

Instructor Responsibilities:
In keeping with the format of this class, I see myself as your immediate supervisor. In
that sense, I plan to mentor each of you so that you learn how to make the best decisions
possible, to understand and apply key marketing concepts, and to prepare you to
become productive employees upon graduation. I will do my best to help each of you
grow into the best marketer you choose to become. Thus, besides class time -- where I
will often put you on the spot -- I expect there will be many times we will communicate
outside of class, and I will do my best to help you in a timely fashion.
Dress Code:
Formal business attire only (Dress Trouser, Shirt, Tie, Dress Shoes) Jeans and Joggers
NOT ALLOWED.
Not sure what this dress code means? Read When Job-Hunting: Dress for Success.

Student Responsibilities:
You are expected to arrive to class on time, professionally dressed, and prepared for
the day. You should be fully prepared to discuss and debate the course material assigned
for that date. You are expected to participate at all levels and offer objective praise and
criticism of your classmates’ analyses and conclusions. This course is not for the meek or
timid. You must contribute to the greater understanding of Consumer Behavior. This
course is a combination of doing (homework), thinking, and discussing.

Class Participation and Individual Conduct

You should make every effort to attend each class meeting. In addition, it is important
that you prepare for each class by reading the relevant book chapters before the class
session in which it will be discussed. You will also be expected to participate in class
discussion and complete in‐class exercises that will be based on these reading
assignments. Your participation grade will be based on contribution and attendances (be
punctual, attend classes, come prepared by doing the readings, show initiative in the
discussion). Note that students who only “show up” should not expect even an average
score. You must be present in class in order to receive credit for in‐class exercises,
quizzes, participation, etc.
Eating, sleeping, reading, texting, listening to or working on unrelated materials, sidebar
conversations, or “multi‐tasking” using a computer or other electronic device is not
permitted. Laptops (and similar devices) may be used in class for course related activities
such as taking notes. Students may bring drinks such as water.

General Expectations & Classroom Etiquettes.

In terms of performance in this class, I have very high expectations and anticipate
outstanding work from each of you. I hope for a very positive experience for us all. Keep
in mind that if you do not deliver outstanding work then you will be graded to reflect
this. I ask that you contact me directly and immediately if you ever have any questions
or concerns regarding the class, any particular assignments, or your grade(s). I am
always willing to help.
I do ask that all students be respectful and courteous to other class members as well as
the professor. This includes turning off cell phones and other electronic devices before
class begins and arriving to class on time, as walking in late is disruptive to other
classmates and the professor. Those who walk in late will likely not receive attendance
credit for that day.
Useful Tools / Advice:
This course is time and labor intensive. Be certain to schedule enough time in your
weekly planning to accommodate.
You need to have good access to the Web and an e-mail account.
Please always do your best work.

Etc.:
It is expected that all work you submit for a grade in this class be original and prepared
for this class only.

I am always willing to see my students and will go out of my way to schedule meetings.
Please make sure that if you make an appointment that you keep it.
Finally, as will quickly become apparent, e-mail is by far the easiest and most reliable
method to reach me.

Contact Details:
Dr. Muhammad Abrar Associate Professor/ Director
Lyallpur Business School (LBS),
Faculty of Economics & Management Sciences,
GC University, Faisalabad, Pakistan.
Office Hours Monday 10:00 to 04:00 PM
Phone(office): 041-9203020 E-Mail: abrarphd@gcuf.edu.pk
Course Specifications Developed By: Reviewed By (Dean FE & MS):
Dr. Muhammad Abrar Prof.Dr.Hazoor Muhammad Sabir
Date:07-02-2020 Date: 10-02-2020