ZEG U ZIMBABWE EZEKIEL GUTI UNIVERSITY

FACULTY OF COMMERCE
DEPARTMENT OF ACCOUNTING & MARKETING
COURSE CODE CMA206
COURSE DESCRIPTION: CONSUMER BEHAVIOUR
COURSE OUTLINE

Lecturer: Mr F. Kufakunesu

Consultation hours: Monday to Friday 09:30 to 15:30 hrs

Email: faustinokufakunesu@gmail.com

Cell: +263774 173 398

COURSE AIM AND THE INTENDED LEARNING OUTCOMES

AIM

To delve into the consumer behavioural aspects applicable to level 2 students with the purpose to
ensure that the students can integrate such aspects with the knowledge they acquired in previous
courses.

INTENDED LEARNING OUTCOMES

After completing the course the students must be able to:

 Examine the factors affecting consumer behaviour

 Apply various aspects of perception in assessing and influencing consumer behavior
 Evaluate various ways through which consumers learn and the ways to influence
consumer learning
 Assess and predict consumer attitudes in relation to purchase situations
 Interpret the role of family and the society in influencing consumer buying behaviour

Course outline

Week Lecture (Hrs) Content

1 2 INTRODUCTION TO CONSUMER BEHAVIOUR

 Definitions
 Reasons for studying consumer Behaviour
  Marketing Concept

1  Customer Value satisfaction and Retention

 Technology and Customer relationships

Segmentation, Targeting and Positioning

2 2 CONSUMER PERCEPTION
 Perceptual Process
 Sensory Thresholds
 Stimuli Variation and Perception
1  Perceptual Selection

3 2  Perceptual Organisation

1  Perceived Risks

4 2 CONSUMER LEARNING
 Introduction
 Behavioural learning Theories
 Cognitive Learning Theory
1  Storage and Information Processing
 Outcomes and Measures of Consumer Learning
5 2 CONSUMER MOTIVATION AND PERSONALITY
Motivation
 Types of Consumer Needs
 Arousal of Needs
 Determinants of Consumer needs
 Motivation Theories
1 Personality
 Nature of Personality
 Personality Theories
 Self and self-image

6 2 CONSUMER DECISION MAKING

 Steps Consumer Decision Making Process
 Levels of Consumer Decision making
 Consumer Involvement and Processing
1  Central and peripheral Routes to Persuasion
Diffusion of Innovation
 The diffusion process
 Innovation
 Factors interfering with diffusion of innovation
7 2  Classification of Adopters

1 CONSUMER ATTITUDES FORMATION AND CHANGE

 Models of Consumer Attitudes
8 2  Learning Attitudes
 Changing Consumer Attitudes
1  Consumer Loyalty

9 2 CONSUMERS IN THE SOCIETAL AND CULTURAL SETTINGS

 Culture
 Ways of learning culture
 Characteristics of Culture
1  Types of Culture
 Hofstede’s Five Dimensions of culture
10 2  Other social variables
 Subculture and consumer behaviour
1  Other Social variables
 Subcultures and consumer behaviour
11 2  Consumer relevant groups
 Characteristics of Social classes

1  The Family

12 2 COMMUNICATION AND CONSUMER BEHAVIOUR

1  Communication Approaches

13 2 TUTORIALS

1 REVISION

14 EXAMINATIONS

Assignment Questions

Individual

1. Most of our specific needs stay dormant much of the time. The arousal of any particular
set of needs at any specific point in time may be caused by internal stimuli found in our
physiological condition or our emotional cognitive processes or by external stimuli in the
environment (Schiffman and Kanuk 2007). Discuss the various ways through which an
organization of your choice can stimulate its customers’ needs. (30)
DUE DATE 25 August 2017

Group
 2. Demonstrate how a marketing organisation of your own choice can make use of the
Engel, Kollat and Blackwell (EKB) Model of consumer behaviour to satisfy its
consumers profitably. (30)
DUE DATES: (14 September 2017)

Assessment

Course work will constitute 30%

Examination will also make the remaining 70%

Course work is made up of 1 individual assignment, 1 group assignment and 1 in-class test.

NB Plagiarism is a serious academic offense hence you need to properly reference your
work.

Recommended Literature

Hoyer W. D., Maclnnis D. J. and Pieters R. (2013) Consumer Behaviour Sixth Edition South
Western Cengage Learning. Brazil.

Kardes R.F., Cline T.W. and Cronley M. L. (2011) Consumer behaviour Science and Practice.
South-Western Cengage Learning Australia.

Schiffman, L. G. & Kanuk, L. L. 2007, Consumer Behavior, 9th edn, New Jersey, Prentice
Hall.

Solomon M. Bamossy G. Askegaard S and Hogg M. K. (2006) Consumer Behaviour a

European Perspective 3rd Edition. Prentice Hall. Hong-Kong

https://books.google.co.zw/books?
id=VDXiBAAAQBAJ&pg=PA151&dq=differential+threshold+in+consumer+behaviour&hl=en
&sa=X&ved=0ahUKEwjbkbaX4I_OAhWBoRQKHZ6_AD4Q6wEIGzAA#v=onepage&q=diffe
rential%20threshold%20in%20consumer%20behaviour&f=false