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Consumer Buying BehaviorMARK 60550-02

Fall 2008

Professor: Kevin D. Bradford

Class meeting time: Monday and Wednesday: 3:00 to 4:50 in room LO14B

Office Hours:Tuesday: 2:00 to 4:00

Office Location: LO14B Mendoza College of Business

Office Phone: 574-631-5057

Home Phone: 574-340-6931

Email: Kevin.Bradford.11@nd.edu

COURSE MATERIALS:

1. Text Book : One textbook. Available at the Notre Dame Hammes Bookstore.

2. Notes to support Lectures : These are the responsibility of the student. Studentspaying

careful attention in the class will provide ample opportunity to acquire thenecessary notes and knowledge to obtain the requisite knowledge to achieve inthe course. The lectures will support the accomplishment of case studies,assignments, and the material to be learned.

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The course will be managed with expectations that students conduct themselves

professionally. Students will also be expected to communicate their ideas, challenge

existing thought, and contribute to topics in the class. These expectations are for both

written and oral-discussion based assignments. Students will be challenged continuously

their opinion and ideas regarding consumer behavior topics and will be asked to

succinctly and effectively communicate their points of view in both written and oral

formats.

OBJECTIVES:

The objectives of the course are:

1. To inform students of the major concepts and theories used to explain consumer

behavior and their implications for marketing and public policy decision making.

2. To develop a comprehensive appreciation of marketings use of the understanding ofconsumers in their business strategies.

3.To develop students abilities to use these concepts and theories in developing

strategies and approaches to deal with various marketing management situations in

an applied manner.

4.To assist in the development of students communication, creative, and interpretation

skills as it pertains to applied social and cognitive psychological concepts,

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proceedings and case discussions. Thus, daily preparation and completion of class

and/or homework assignments is required. Students will be expected to understand

some key behavioral, qualitative, and quantitative aspects of consumer behavior.

Although the class will engage in somewhat challenging quantitative analysesperiodically, no more than arithmetic and minimal algebra is required.

The lectures and class discussions are predicated on the required readings. The lectures

may cover particularly important aspects of marketing and may be on topics not in the

text. In addition, all assigned reading material is the responsibility of the students.There will be ample opportunity to ask questions in office hours to clarify or explain

concepts not covered in the lecture or in the case analyses. So that you will receive

maximum benefit from this course, it is expected that all material will be read prior to

class for which it is assigned.

EVALUATION

There are thirteen classes in this semester plus a final examination period. During thistime you will be evaluated in the following manner.

Course component Number % of

gradeBusiness Case Analyses Four 40Position Paper: written One 25P i i P l O 15

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the accompanying discussion questions in a report format to be handed in and then tobe presented on the last two days of class. These position papers are to be written in acomplete but concise manner and to be clearly communicated. Students should focuson both the written and oral communication of the position paper in that they will begraded separately. The position papers will be evaluated on completeness of answer,clarity of thought, insightful contribution, pushing the knowledge beyond the requiredreading versus reporting the facts, and uniqueness of the contribution. The oralpresentation will be evaluated on the bases of completeness, how informed thepresentation is, clarity, and the ability to answer the question(s) that the professor willpose to you relating to your topic. This is a group assignment. The key here is: Whilelearning, teach the class.

Class participation, preparation, and attitude. Active participation in the class isan essential part of the learning experience. Meaningful participation includes carefulpreparation for class by reading the text, preparing written assignments or discussionquestions as well as making a contribution to our class discussion.

The class is designed to reward the student that professionally participates. That meansthose who attend class, arrive on time, and are prepared to participate in meaningfuldialogue about assigned consumer behavior topics. Absences will be noted and will

affect your grade in accordance with the grading policies of the University of NotreDame. Tardiness and absence will directly affect the participation portion of your grade.

Oftentimes, professors can detect whether a student positively affects a class by his orher attitude toward the class. Students can positively affect their grades bydemonstrating a positive, helpful, professional, and respectful attitude in class. On theother hand, students that disrupt and present a perceivable negative effect on the classby his or her behaviors or attitudes can expect their grades to be negatively affected.

GRADING SCALE

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D 64-66D- 60-63F Below 60

SPECIAL ACCOMMODATIONS

If you have any condition, such as a physical or learning disability, which will make it

difficult for you to carry out the work as we have outlined it or which will require

academic accommodations, please notify me during the first meeting of the course and I

will strive to accommodate you.

OTHER COURSE POLICIES

1. It is expected that all assigned materials have been read prior to class. You will beasked to answer questions, give examples, and explain items covered in thereading assignments.

2. On occasion, additional material will be assigned and/or distributed in class.

3. Computers are not to be used or cell phones are not to ring in the class.

4. Only those students enrolled in this class are allowed to attend unlessarrangements are made with the instructor.

5. Important course announcements (e.g., changes in the syllabus, etc.) and various

suggestions and hints will be posted to a list serve created from your e-mailaddress, so please make sure we have your correct address. Please check your e-mail regularly.

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COURSE DETAIL

Fall 2008

Date Class preparation Topics

M,10/27

Syllabus

Definition of consumer behavior

How the study of consumer behavior is used

Introduction to the course

W,10/29

Marketing and the Job of the Marketing Manager;Chapter 1, page 1; by Winer, Russel S.

Role of the marketing manager

The marketing concept

The importance of being customer focused

Types of demando Types of marketing

Why Study Consumer Behavior

How marketing is changing

Introduction to Segmenting, Targeting, andPositioning

Segmentation process

Importance of segmentation

How segmentation is used

M,11/3

Identifying Market Segments and Targets; Chapter 2,page 35; By Kotler and Keller.

Consumers Rule; Chapter 3, page 70; By Solomon, MichaelR.

Value-based segmentation criteria

Behavioral criteria for segmentation

Profile-based segmentation

Requirements for Effective Segmentation Evaluating Market Segments

Target Marketing Strategies

Choosing a Target-Marketing Strategy

W,11/5

Customer Intimacy and other Value Disciplines. ByMichael Treacy and Fred Wiersema; (1992) Harvard BusinessReview article; Product number: 93107. January 01, 1993

Consumer behavior is a process

Consumers use products to help them define

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Perception; Chapter 4, page 109; By Solomon, Michael R.their identities

The internet and consumer behavior

Consumer activities can be harmful toindividuals

How to study consumer behavior

M,11/10

INDUSTRYEXECUTIVE; Richard Yoo; McDonalds

CASE ASSIGNMENT Due, page 445: Webvan: Grocerieson the Internet; ; Harvard Business review case study; ByBakshi and Deighton

Three stage process of perception Products and commercials dont always affect

us.

W,11/12

Attitudes; Chapter 5, page 147; By Solomon, Michael R.

Discussion of case assignment: Webvan: Groceries on theInternet; ; Harvard Business review case study; By Bakshi andDeighton

Individual Decision Making; Chapter 6, page 181;Solomon, Michael R.

Subliminal advertising

Interpretation of marketing stimuli

Semiotics and symbols

Why attitudes are so important for consumerresearchers

How attitudes are formed

M,11/17

Attitudes continued; Chapter 5, page 147; By Solomon,Michael R.

Individual Decision Making continued; Chapter 6, page181; Solomon, Michael R.

CASE ASSIGNMEMT: Coca-Colas New VendingMachine: Pricing to Capture Value or Not?; page 402;Harvard Business review case study; By King and Naryandas

Motivation to maintain consistency among allcomponents of attitudes.

Measuring attitudes

W,11/19

Industry Executive; Tamara Prather; Kraft Decision making processes

Stages in decision making

Rationality and decision making

Decision rules

Heuristics

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Individual Decision Making continued; Chapter 6, page181; Solomon, Michael R.

Income and Social Class; Chapter 7, 221; By Solomon,Michael R.

WRITTEN ASSIGNMENT: Vermont Teddy Bear Company:Calyx & Corolla; By Alexander Chernev; Harvard Businessreview case study; Source: Kellogg School of Management;August 10, 2005

Special topic: Problem Recognition andInformation Search

W,11/26

Ethnic, Racial, and Religious Subcultures; Chapter 8,page 255; By Solomon, Michael R.

Age Subcultures; Chapter 9,page 285; BySolomon,Michael R.

Purposeful consumption

Personal and social conditions effects ondecision making

Ethnic, racial and religious subcultures affectconsumption

Three largest racial/ethnic subcultures in the US

Marketing appeals to ethnic and racial identity

M,12/1 WRITTEN ASSIGNMENT:Li Ning Anything is Possible;(2007); Harvard Business School Case Study: February 26,2007

Motivation and Values; Chapter 10, page 315; By Solomon,Michael R.

Learning and Memory; Chapter 11, page 355; By Solomon,Michael R.

Ethnic, racial and religious subcultures affectconsumption

Three largest racial/ethnic subcultures in the US

Marketing appeals to ethnic and racial identity

Age Cohorts

Teens

Baby boomers

Seniors increasing importance

Socially Responsible Targeting and Positioning:Children, Women, and Elderly

Involvement and consumer decision making Cultural values

Values affect on consumption

Conditional Learning

Operant learning

How memory systems work

W, Presentations of Position papers

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M,12/8 Presentations of Position papers

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