Course: Consumer Behavior, BU 4033-1

Prerequisites: BU 3023 and 3033.

Instructor: Larry Cotter, (405) 917-1791

A study of the norm, as well as the idiosyncrasies, associated with personal and group behavior patterns in the acquisition of goods and services in a market environment. Demographics, other subcultures, and external market forces will be explored, as well as the consumer decision process. Problems and case analyses.

Arguably, consumer behavior forms the core of modern marketing. The successful marketing manager knows the needs and wants of his or her target markets and develops products and services (as well as the other components of the marketing mix) that satisfy those needs and wants. This course attempts to explain what motivates consumers so the successful marketer can persuasively appeal to their "hot buttons". A thorough understanding of consumer behavior can reduce the number of product failures, thus lowering a firm’s operational costs. In sum, this course presents a theoretical framework for considering consumer behavior in terms on individual, social, and cultural influences.

To expand the knowledge of students while promoting concerns for the problems of society, teaching critical thinking skills and responsibility, and fostering community living.

At the end of this course you will be able to:

1. Relate consumer behavior to the marketing concept and to the components of the marketing mix.
2. Understand how consumer behavior fits into marketing strategies and tactics.
3. Understand the principles of market segmentation, including the importance of demographics and social structure.
4. Explain how culture, gender, and values affect consumer behavior.
5. Explain how consumption patterns and decision-making processes differ from individuals to households.
6. Understand the impact that groups exert on individual consumption.
7. Understand product life cycles and the diffusion of innovations.
8. Explain the role of the internal influences on consumer behavior, such as perception, learning, memory, personality, motivation, attitudes, self-concepts, and individual lifestyles.
9. Understand how to position products and services.
10. Explain the influence of marketing research on consumer behavior and vice-versa.
11. Understand how consumers become aware of their wants, needs, and problems and how they decide what to buy and where to buy it.
12. Compare and contrast organizational buyer’s behavior with an individual consumer’s behavior.
13. Work together in teams to analyze cases and solve fundamental problems.

Hawkins, Del I., Roger J. Best, and Kenneth A. Coney, Consumer Behavior: Building Marketing Strategy, 8^th edition (Boston: Irwin McGraw-Hill, 1998).

Regular attendance and class participation are very critical for acceptable performance in this class. (Class participation refers to students contributing to the topic being discussed in class). Students who feel the need to have a conversation with their classmate(s) should do so outside the classroom and avoid disturbing others. Students are expected to have prepared for each class and be ready to contribute to classroom discussion. Students should try to relate the course content to current issues. Useful sources for current information include the Wall Street Journal, Business Week, The Economist & the Financial Times.

Course: Consumer Behavior, BU 4033-1

Students need to be in class on time. Attendance will be strictly monitored. A student is allowed a maximum of one class absence for the semester, after which the student loses one point per absence from class participation points.

Students are advised that cheating and plagiarism are not tolerated at St. Gregory’s University. Students are expected to abide by the University's academic regulations and policy and are responsible for awareness of the University's definition of these activities. The consequences of violating the academic honesty standard may include a grade of "0" on the assignment/exam, a grade of "F" in the course, and, possibly, expulsion from the University.

The course grade will comprise of the following elements:

Midterm Examination 30%

Final Examination 30%

Class Participation 10%

Term Paper 30%

I will retain exams, quizzes, reports and other assignments turned in by students.

The format for the exams will primarily be multiple choice questions and questions requiring short answers. No dictionaries, electronic translators, calculators or other aids will be permitted in the exam. If a student misses an exam, a make-up exam will be offered. However, in view of the additional time to prepare for it, the make-up exam will be more difficult.

The following scale will be used to assign students’ grades:

Course: Consumer Behavior, BU 4033-1

1. Consumer Behavior

1. Marketing and Consumers
2. Defining Markets and Segments
3. Theories and Models of Human Behavior

2. Social Environment

1. Cultural Influences on Human Behavior
2. Social Classes
3. Family Group

3. Inner Environments

1. Motivation
2. Learning
3. Personality/Self
4. Attitude/Perception
5. Behavior as Decision Process

4. Mediating Influences

1. Retail
2. Mass Marketing Communication
3. Virtual

5. Marketing Research

1. Tools/Techniques

6. "Future"

Week 1 Chapter 1

Week 2 Chapter 2

Week 3 Chapter 3

Week 4 Chapter 4

Week 5 Chapter 5 & 6

Week 6 Chapter 7 & 8

Week 7 Chapter 9

Week 8 Chapter 10 and Mid-term Exam

Week 9 Chapter 11

Week 10 Chapter 12

Week 11 Chapter 13

Week 12 Chapter 14 & 15

Week 13 Chapter 16 & 17

Week 14 Chapter 18 Term Paper Due

Week 15 Chapter 19

Week 16 Chapter 20

Cases will be assigned in class.