Faculty of Business Administration

Course Outline
1. Course code and General Information
Course Code BUS485
Course Title Consumer Behavior
Credit Hours Three (3)
Prerequisite Fundamentals of Marketing
Program BBA Program (Bachelors of Business Administration)
Semester Fall 21

2. Instructor contact Information

Faculty Name Dr. Munawar Javed Ahmad
Contact Number
Email Address
Office Number
Office Hours 9:00 to 5:00

3. Program Learning Outcomes

Knowledge
PLO1: Explain core concepts in business and related disciplines
Teambuilding
PLO2: Demonstrate interpersonal and intrapersonal skills in groups and teams
Critical Thinking and Decision Making
PLO3: Analyze business and related problems and formulate optimal solutions
Communication
PLO4: Communicate through oral and written means by using appropriate technology
Entrepreneurship and Leadership

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PLO5: Identify and implement business opportunities and ideas
Ethics and Social Responsibility
PLO6: Exhibit work ethics and promote sustainable development goals

4. Course Description
This course focuses on concepts and theories of consumer behavior to gain consumer insights
and their use in marketing practices. Consumer behavior course is designed on the principles
and theories of psychology, sociology, economics, and behavioral science related to consumer
decision making. This course will help students develop better understanding of consumer
buying behavior and use of consumer insights to formulate marketing strategies.

5. Course Objectives
This course should enable students:

● To develop understanding of basic concepts in consumer behavior.

● To help students understand how consumer need and wants are shaped

● To comprehend the role of sociological, psychological, economic and marketing

factors in consumer behavior

● To understand the role of changing trend and technology in consumer behaviors

● Identify cultural and global challenges in understanding consumer behavior

● To comprehend the role of consumer behavioral theories in developing effective

marketing mix.

● Comprehensions of consumer insights to develop effective marketing strategies and

tactics.

6. Course Learning Outcomes (CLO)

CLO1: To identify and articulate consumer behavior theories and major concepts that are crucial to
understanding the pertaining course topics.

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CLO2: Demonstrate team building skills, enabling students to work effectively in teams and to solve
problems related to consumer buying behavior.
CLO3: To apply the consumer behavior theories in marketing environments enabling students to think
critically to infer marketing decisions.
CLO4: To demonstrate both the written and verbal communication skills required to present
assignment and final project.
CLO5: To practice leadership skills to conduct research in psychology, sociology, economic and
marketing to develop insight of consumer behavior.
CLO6: Understand consumer rights & values and reflect ethical practices in research work.

7. Teaching and Assessment

Code CLO Teaching Strategies Course Assessment
Methods
1 Knowledge
Articulate Lecture Midterm
consumer Examination
Reading Assignments
behavior
Quizzes
CLO1.1 theories and Case Studies
major concepts
that are crucial to
understand the
pertaining course
topics.

2 Teambuilding
Able to work Group Discussion
effectively in
Case Study Presentation
teams to solve
problems and Group Project Group based case
meet key solutions
performance Group Presentation
CLO2.1 indicators
(KPIs).

3 Critical Thinking and Decision Making

Comprehend Reading Assignments

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 the use of Case Studies Class Discussion
consumer
CLO3.1 Group Discussion Assignments
behavior
theories in Brainstorming session Examination
marketing mix

4 Communication
Effectively Lecture
produce written
Reading Assignments Report
work based on
CLO4.1 acquired Case Studies Presentation
concepts
Discussion

5 Entrepreneurship and Leadership

Conduct Lecture
research in
Reading Assignments Presentation
psychology,
sociology, Case Studies Project
economics and
CLO5.1 marketing to Discussion
develop insight
of consumer
behavior.
6 Ethics and Social Responsibility
Understand Lecture
consumer rights
Reading Assignments
& values and
CLO6.1 reflect ethical Case Studies Examination
practices in
written work. Discussion

8. Alignment of Course Learning Outcomes with Program Learning Outcomes

S No. Course Learning Outcomes (CLO) Program Learning Outcomes (PLO)

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 CLO1.1 To identify and articulate Knowledge
consumer behavior theories and major
PLO1: Explain core concepts in
concepts that are crucial to understand the
pertaining course topics.
business and related disciplines
1
.

CLO2.1 Demonstrate team building Teambuilding

skills, enabling students to work
2 PLO2: Demonstrate interpersonal and
effectively in teams to solve problems
intrapersonal skills in groups and teams
related to consumer buying behavior.
CLO3.1 To apply the consumer Critical Thinking and Decision
behavior theories in marketing Making
environments enabling students to think
PLO3: Analyze business and related
3 critically to infer marketing decisions.
problems and formulate optimal
solutions
CL04.1 To demonstrate both the written Communication
and verbal communication skills required
4 to present assignment and final project. PLO4: Communicate through oral and
written means by using appropriate
technology
CLO5.1 To practice leadership skills to Entrepreneurship and Leadership
conduct research in psychology,
5 PLO5: Identify and implement business
sociology, economic and marketing to
opportunities and ideas
develop insight of consumer behavior.
CLO6.1 Understand consumer rights & Ethics and Social Responsibility
values and reflect ethical practices in
6 PLO6: Exhibit work ethics and
research work.
promote sustainable development goals

9. Course contents
Session Topic Recommended Readings
Introducing Consumer
Behavior
Following topics will be
covered:
● What is consumer

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 behavior?
● Consumer’s impact on
marketing strategy,
Understanding and shaping
consumers are
consumer behavior in the next
different! How we
normal:
divide them up
https://www.mckinsey.com/business-
● Marketing’s impact on
1 functions/marketing-and-sales/our-
consumers, what does
insights/understanding-and-shaping-
it mean to consume?
consumer-behavior-in-the-next-
● Marketing ethics and normal#
public policy, do
marketers manipulate
consumers?
● Consumer behavior as
a field of study
Perception
What Is Customer Perception?
Following topics will be
https://clootrack.com/
covered:
2 knowledge_base/what-is-customer-
● Sensory systems perception/

● Exposure; sensory
thresholds, augmented
reality and subliminal
perception
● How do marketers get
our attention?
● Interpretation;
Stimulus organization,
interpretational bias
● Perceptual positioning
Learning and Memory
Following topics will be
covered:
● Behavioral learning
theories
● Marketing

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 Applications of
Classical
Conditioning
Principles The Coca-Cola Company's Case for
Creative Transform
3 ● Marketing https://hbsp.harvard.edu/product/
Application of 815714-HTM-ENG?
Instrumental Ntt=learning+and+memory&itemFindi
Conditioning ngMethod=Search
Principles
● Cognitive learning
theory
● Memory systems
● How or memories
store information
● How we retrieve
memories when we
decide what to buy

Motivation and Values

The Key to A Marketer's Success:
Following topics will be Understanding Consumer
covered: Motivations:
● Motivational strength https://www.forbes.com/sites/
forbescommunicationscouncil/
● Needs versus wants 2018/04/19/the-key-to-a-marketers-
● How we classify success-understanding-consumer-
4 motivations/?sh=7bed5a7c71ee
consumer needs
● Maslow’s hierarchy of
needs

The Self Self-Concept in Consumer Behavior:

A Critical Review:
Following topics will be
covered: https://www.jstor.org/stable/2488624?
seq=1
● The self-concept
strongly influences
consumer behavior.

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 ● Products often define
a person’s self-
concept.
● Gender identity is an
important component
of a consumer’s self-
concept.
5 ● The way we think
about our bodies.
● Every culture dictates
certain types of body
decoration or
mutilation.
Personality and
Psychographics
Following topics will be
covered:
What Marketers Should Know
● What is the About Personality-Based Marketing:
personality https://hbr.org/2018/05/what-marketers-
● Freudian theory should-know-about-personality-based-
marketing
● Neo-Freudian theories
● The Influence of
Personality Traits on
Consumer Behavior
6 ● Brand personality
● Values an and
lifestyle
Attitudes and Persuasion
Following topics will be
covered:
● The ABC model of Consumer Attitudes: A Small Factor
attitudes That Makes A Big Impact:
7 https://www.forbes.com/sites/
● Hierarchies of effects
forbescommunicationscouncil/
● How do we form 2019/04/19/consumer-attitudes-a-small-

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 attitudes? The factor-that-makes-a-big-impact/?
consistency principle, sh=7e5fda5bfa8e
self-perception theory,
social judgement
theory, attitude
models
● Do attitudes predict
behavior?
8
Mid-term Examination
Decision Making
Following topics will be
covered:
● Perspectives on
decision making
● Types of consumer
decisions
● Steps in decision
making process, My experience of laptop purchase:
problem recognition, https://www.emerald.com/insight/
information search, content/doi/10.1108/EEMCS-04-2015-
evaluation 0060/full/html

● Mental Accounting:
Biases in the
9 Decision-making
process
● How do we decide
and select among
alternatives?
● Heuristics: Mental
Shortcuts

Buying and Disposing

Following topics will be
covered:
● Situational Effects on

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 Consumer Behavior;
our social and
physical surroundings,
temporal factors

10 ● The shopping
experience; when the
going gets tough, the Consumer Behavior in the Disposal
tough go shopping of Products: Forty Years of
Research:
● E-Commerce: Clicks
Vs Bricks. https://www.tandfonline.com/doi/abs/
10.1080/10496491.2018.1405514?
● Retailing as theater scroll=top&needAccess=true&journalC
ode=wjpm20
● Store image and
instore decision
making
● Post purchase
satisfaction
● Disposal Options

Groups and Social Media Successful Social Media Marketers

Focus on Customer Needs:
Following topics will be
covered: https://hbr.org/2017/03/whats-the-
value-of-a-like
● How are Groups
Influential
● Word of Mouth and
11 Opinion Leadership
● Social Media
Revolution

Social Class and Lifestyles

Following topics will be
covered:
Why Your Customers’ Social
● Consumer Spending Identities Matter:
and Economic https://hbr.org/2015/01/why-your-
Behavior customers-social-identities-matter

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 ● Social Class Structure
● Components of
Social Class
● Status symbols
12
● How do we measure
social class?
Culture
Following topics will be
covered:
● What is culture?
● Cultural stories and Veet: facing a cultural challenge in
Ceremonies, myths Pakistan:
13 and rituals https://www.emerald.com/insight/
● Ethnic and Racial content/doi/10.1108/EEMCS-01-2013-
subcultures 0005/full/html?skipTracking=true

● Religious subcultures
● Age subcultures, the
youth market, Gen Y,
Tweens, Gen X, the
mature market.
● Cross-cultural values,
does global marketing
work?

14 Project Presentation
15 Project Presentation
16 Final Examination

10. Schedule of Assessment Tasks for students during the Semester

S. No. Course Assessment Method Week Due Percent of Total

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 Assessment
1 Quizzes 4th, 8th, & 12th Week 10%
2 Assignment 7th Week 5%
3 Project/ Presentation 14th & 15thWeek 15%
4 Case Study & Class Discussion Ongoing 5%
5 Mid-Term Examination 8th Week 25%
6 Final Examination 16th Week 40%

11. Grading Policy

‘A’ Grade 88 and above
‘B+’ Grade 81-87
‘B’ Grade 74-80
‘C+’ Grade 67-73
‘C’ Grade 60-66
‘F’ Grade Below 60

12. Text Book

Consumer Behavior: Buying, Having, and Being by Michael Solomon (13th Edition)

13. Reference Book

Consumer Behavior by Schiffman and Leslie kanuk.

14. Code of Conduct

● Follow the University attendance policy.

● Observe the class schedule.

● Keep your cell phone off during the class.

● Submit assignment as per the requirements.

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● Maintain a disciplined, and respectful attitude towards the teacher and fellow students.

● Abstain from any form of plagiarism.

Consumer Behavior Assignment: (Weightage 5 %)

● Select a local brand of your choice

● Assess the advertisement of brand to identify following:

o What factors of perception brand is implying to break clutter and gain attention?
o What type of learning theory brand is using and how it is promoting memory
retrieval with respect to the brand?
o How does a brand motivate its customer?

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Rubric for Assignment:

High
Key Distinction Distinction Credit 65 % P1 55 % - P2 50%- Fail 0%- Weig
Components 85 % - 100 75 % - 84 % - 74 % 64 % 54% 49% ht
%

Understanding The student The student The student The student The The student 30
of concepts has has has has student has has
demonstrate demonstrate demonstrate demonstrat just barely demonstrat
d a broad d a good d the ability ed a basic fulfilled ed no
conceptual conceptual to describe understandi the understandi
understandin understandin the main ng of the minimum ng of the
g g elements of concepts requireme concepts
the concepts nts of
using
course
concepts

The entries The entries The entries The entries The entries The entries 50
How well
student have provided by provided by provided by provided by provided provided
reflected the student the student the student the student barely lack a depth
advertisement consistently are more of a are primarily are fulfil the of
for the desired apply an in dialogic a descriptive primarily minimum reflection
purpose depth critical reflection reflection. descriptive requireme and are not
reflection. than an in and lack nts for directed
depth critical depth. depth of towards a
reflection. reflection purpose.

Communicati Highly Well- Good The The The 20

on and developed developed communicati assignment assignment assignment
presentation communicati communicati on and was did not was not of a
style on and on and presentation presented conform to minimum
presentation presentation skills. with a basic the standard.
skills skills structure requireme
and nts clearly
presentatio
n

Total 100

Consumer Behavior Group Project: (Weightage 15 %)

● Form a group of 4 to 5 students.

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● Select a local brand of your choice (preferably select a underperforming brand)

● Identify the background, history, target market and major marketing strategies of the
selected brand.
● Conduct research to analyze consumer behavior with respect to the product/ service
category of the selected brand.
● You may conduct interview & focus groups to analyze consumer behavior.

● Critically analyze any gaps between the strategies of selected brand and consumer
behavior
● Develop recommendations for the brand based on your study.

● Align your recommendation with knowledge and concepts acquired in the course

● Based on the above requirement, you need to produce 2500 to 3000 words report.

● Properly reference your work in APA style.

● Present your study using a powerpoint presentation.

● Reflect ethical values in your work.

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 Rubric for Final Project & Presentation:

High
Key Distinction 75 Credit 65 % - Fail 0%-
Distinction 85 P1 55 % - 64 % P2 50%-54% Weight
Components % - 84 % 74 % 49%
% - 100 %

Understanding of The student has The student has The student has The student has The student has The student 10
course concepts demonstrated a demonstrated a demonstrated demonstrated a just barely has
broad good conceptual the ability to basic fulfilled the demonstrated
conceptual understanding describe the understanding minimum no
understanding main elements of the concepts. requirements of understanding
of the concepts The student has using course of the
made some concepts in the concepts. The
attempt to use assignment as student has
the subject the basis of the made no
concepts as the reflection. attempt to use
basis of the the concepts
reflection. as the basis of
the reflection.

Information about Students Students Students Students Students Students 10

brand demonstrated demonstrated demonstrated demonstrated demonstrated demonstrated
broad good good some weak no or
understanding understanding understanding understanding understanding inaccurate
about brand and about brand and about the brand about the brand about brand and understanding
its strategies its strategies and its and its its strategies about brand
strategies. strategies. and its
However, strategies
missed some
details

Students did Students did Students did Students did Students did Students 20
Interviews &
focus Group research to research to research to research to research to failed to
develop board develop good develop board develop some develop poor develop
understanding understanding understanding understanding understanding understanding
of consumer of consumer of consumer of consumer of consumer about
behavior based behavior based behavior based behavior based behavior based consumer
of relevant of relevant on relevant of relevant of relevant behavior.
questions and questions and questions and questions and questions and
maintained maintained maintained a maintained maintained
proper record of proper record of proper record of proper record of proper record of
responses responses response. responses responses
However, has
missed some

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 details.

Gap analysis and Students were Students were Students were The entries have The reflective The reflective 25
Recommendations able to identify able to identify able to identify Students were Students were Students were
clear gaps in major gaps in some gaps in able to identify able to identify not able to
strategies and strategies and strategies and some gaps in few gaps in identify any
able to develop able to develop able to develop strategies and strategies and gaps in
excellent good good able to develop able to develop strategies
recommendation recommendation recommendation some clear
for for for recommendation recommendation
improvement improvement improvement for for
improvement improvement

Referencing The student has The student has The student has The student has The student has The student 10
adhered to adhered to adhered to adhered to not adhered to has not
Author date Author date Author date Author date Author date adhered to
referencing referencing referencing referencing referencing Author date
conventions. conventions. conventions conventions conventions. referencing
with minor with major conventions.
The student has The student has errors. errors. The student has
used an used an not used an The student
appropriate appropriate The student has The student has appropriate has not used
number of number of used an used an number of any
quality references. appropriate appropriate quality references.
references. number of number of references.
The student has references. references but The student
The student has acknowledged they lack The student has has not used
acknowledged sources of facts The student has academic not any in text
sources of facts appropriately. acknowledged quality. acknowledged citations.
correctly. sources of facts, sources of facts
but not in all The student has appropriately.
cases. acknowledged
sources of facts,
but not in all
cases.

Communication Highly Well-developed Good The assignment The assignment The 20

and presentation developed communication communication was presented did not conform assignment
style communication and presentation and presentation with a basic to the APA was not of a
and presentation skills skills. structure and Style guide for professional
skills presentation. presentation, standard. The
The referencing referencing, requirements
style had no communication, laid out in the
major issues. style and APA style
The language. guide were
communication not followed.
skills were
adequate.

Ethics and Students were Students were Students were Students were Students were Students 5
Values able to clearly able to reflect able to reflect able to reflect able to reflect failed to
reflect ethics ethics to good ethics to some ethics to some ethics to some reflect ethics.
extent extent extent, however extent, however

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 missed some missed major
important aspects
aspects

Total 100

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