1

Republic of the Philippines

Cagayan State University
www.csu.edu.ph

COLLEGE of BUSINESS, ENTREPRENEURSHIP and ACCOUNTANCY

SYLLABUS IN ENT 3– Market Research and Consumer Behavior

The Cagayan State University aims to produce graduates who will exhibit:
Competence - critical thinker, creative problem-solver, competitive performer regionally, nationally and globally
Social Responsibility - ssensitive to ethical demands and compassionate particularly to the marginalized, steward of the environment for
Intended Graduate Attributes future generations while championing development and ssocially just and an advocate of economic and social equity
Unifying Presence - uniting theory and practice, uniting strata of society, uniting tradition and innovation, uniting the nation, the ASEAN
region and the world and uniting the University and the community
Graduates of the college will be able to:
1. Apply knowledge and skills acquired with attitudes and values to the development of business, industry and entrepreneurship,
locally, nationally, regionally and globally.
2. Initiate and participates in research that allows commerce and enterprise to be responsive to the challenges of inclusive growth and
College Intended Learning progress.
Outcomes 3. Exhibit social responsibility, a firm commitment to social justice and particular solicitude to the marginalized sectors of society.
4. Manifest personal and interpersonal skills imbued with professional ethics and values and perform tasks in a gender responsive
manner.
5. Work effectively and independently in multi-disciplinary and multi-cultural teams.
6. Preserve and promote “Filipino historical and cultural heritage.”
At the end of the program, a graduate of Bachelor of Science in Entrepreneurship is capable of:
1. STARTING and OPERATING a business with the acquired requisite knowledge and skills for the individual and societal good.
Program Intended Learning 2. IDENTIFYING opportunities, DEVELOPING business plans and feasibility studies and TRANSLATING their ideas into reality
Outcomes by building businesses helpful to community and nation-building
3. APPLYING knowledge and tools in entrepreneurship to make a positive contribution over their lifetimes to the profession and
society in which they work. Apply entrepreneurial management in any organization other than own enterprise.
Course Learning Outcome and Relationship to Program Outcome

Program Outcome
Couse Outcomes
1 2 3 4 5 6 7
 2
Republic of the Philippines
Cagayan State University
www.csu.edu.ph

COLLEGE of BUSINESS, ENTREPRENEURSHIP and ACCOUNTANCY

Course Code Ent 3 Course Title Market Research and Consumer Behavior
Credit Units 3.0 Semester Second School Year 2018-2019 Number of Lecture Hours 54
Pre-Requisite/s None Co-Requisite/s None Number of Laboratory Hours 0
This course introduces the foundations of consumer behavior, importance of market research in consumer behavior, and Filipino and
global developments in consumer behavior will be stressed through the different topics to be discussed.
. Topics for discussion are Foundations of Consumer Behavior, Internal Influences on Consumer Behavior, . Learning and Memory ,
Course Description Motivation and Values, Personality and Psychographics, Attitudes a and Persuasive Communications, . Buying, Using, and Disposing, Groups
and Social Media, . Social Class and Lifestyles, Subcultures, Culture, Marketing,Ethics, and Social Responsibility in Today’s Consumer
Society
Class Standing 15%
a. Attendance - 5%
b. Recitation - 5%
c. Seatwork /Assignment - 5%
Grading System Quizzes 25%
Requirements 30%
Major Exams 30%
Total 100%
Course Learning Plan

TIME
COURSE LEARNING TEACHING AND TEACHING AND LEARNING LEARNING
Learning Content ALLOTMENT
OUTCOMES LEARNING ACTIVITIES REFERENCES/ RESOURCES ASSESSMENT
LEC LAB
 3
Republic of the Philippines
Cagayan State University
www.csu.edu.ph

COLLEGE of BUSINESS, ENTREPRENEURSHIP and ACCOUNTANCY

1. Describe the profile of Classroom Orientation
the professor and
classmates.
2. Demonstrate the class
policies, grading system
and overview of the
course.
3. Describe the use and the
purpose of the course
syllabus.
1 Dynamics of knowing each University Student’s Manual Interest and participation to
1. Getting to Know Each other (interview a partner & particularly on class policies and the activity
Other describe the person to the grading system
2. College and University class) Recitation
VMGO Course Syllabus -What is the importance of
3. Class Policies Lecture and Discussion Market Research to
4. Grading System Classroom policies Consumer Behavior?
5. Overview of the Course Rapport building with
6. Use of the Course Syllabus brainstorming
7. Expectations and Inquiries
8. Generalization and Open Forum
Valuing
 4
Republic of the Philippines
Cagayan State University
www.csu.edu.ph

COLLEGE of BUSINESS, ENTREPRENEURSHIP and ACCOUNTANCY

• Define the nature of
consumer behavior.
• Illustrate the role of
research in the analyses of
consumer
• Understand the areas of
consumer behavioral
concepts.
• Define the role of
environmental scanning in
understanding consumer
behavior
• Give the importance of
market segmentation.
• Understand the principles
in product positioning and
differentiation.
• Identify the role of product
development in consumer
behavior.
I. Foundations of Consumer
Behavior
a. Focus on Consumer
Behavior
b. Dynamics in
Understanding Consumer
Behavior
c. The Role of Market
Research in Consumer
Behavior
d. The Areas of Consumer
Behavior Concepts
e. Environmental Scanning
and Analysis
f. Market Segmentation
g. Product Positioning and
Differentiations
 Group Activity Consumer Behavior: A Group output with Rubrics
6 hrs Class is divided into Practical Approach to
three (3) groups for a Consumer Understanding by Recitation
mock marketing Perda,Pereda, and Arcega,
activity. 2015, Quiz – Short Essay with
 Group Discussion ISBN:078-971-9654-04-9 Rubrics
 Class is divided into six
(6) groups for actual
selling of a product,
preferably the class
members’ products, to
gather consumer
reactions/behaviour.
Narrative Report is to be
submitted a week before
Prelim Exam

 Understand why the II. Internal Influences on 4 Hrs Lecture Solomon, MR., 2018.Consumer Recitation
Design of a product Consumer Behavior Searching the Web Behavior-Buying, Having and
 5
Republic of the Philippines
Cagayan State University
www.csu.edu.ph

COLLEGE of BUSINESS, ENTREPRENEURSHIP and ACCOUNTANCY

often is a key driver a. Consumer Value Group Discussion Being-12th Edition, Global Quiz
of its success and Framework Edition,Pearson Education Limited
failure. b. Consumer Information 2018, ISBN 978-0-13-412993-8 Case Analysis
 Understand why Information Processing
products and • Perception
commercial -Sensory System
messages often Exposure, Attention,
appear to our senses, Interpretation
but because of the • Influence Information
profusion of these Processing
messages, we don’t • Memory
notice most of them.
 Identify the three
stages of Perception
and how they
translate stimuli into
meaning.
 Interpret the stimuli
to which we do pay
attention according
to learned patterns
and expectation.
 Understand that
Subliminal
advertising is a
controversial – but
largely ineffective
way to talk to
consumers.
 6
Republic of the Philippines
Cagayan State University
www.csu.edu.ph

COLLEGE of BUSINESS, ENTREPRENEURSHIP and ACCOUNTANCY

• Understand how III. Learning and Memory 3 Hrs  Lecture with ppt Solomon, MR., 2018.Consumer Quiz
consumers learn presentation Behavior-Buying, Having and Case Analysis on Coca-Cola
about products and  Learning  Group Discussion Being-12th Edition, Global
services  Marketing Application of Edition,Pearson Education Limited Performance Assessment
• Associate brands to Instrumental Principles 2018, ISBN 978-0-13-412993-8 Using Rubrics
other products  Memory
• Associate product
with individual
product influence
and how we will
remember it.
• Understand how
marketers measure
our memories about
products and ads
• Understand that IV. Motivation and Values 3 Hrs  Lecture with ppt Solomon, MR., 2018.Consumer Quiz
products can satisfy a  The Motivation Process: presentation Behavior-Buying, Having and Recitation
range of consumer Why Ask Why?  Group discussion Being-12th Edition, Global
needs.  Consumer Motivation and Edition,Pearson Education Limited
• Identify Motivational Its Effect 2018, ISBN 978-0-13-412993-8
Conflicts that can  Consumer Involvement
impact purchase  Determinants of Consumer Behavior: A Practical
decisions. Motivation Approach to Consumer
• Understand why  Values Understanding by Perda,Pereda,
consumers  Cross Cultural Values and Arcega, 2015,
experience a range of ISBN:078-971-9654-04-9
effective responses to
products and
marketing messages.
• Understand the way
 7
Republic of the Philippines
Cagayan State University
www.csu.edu.ph

COLLEGE of BUSINESS, ENTREPRENEURSHIP and ACCOUNTANCY

we evaluate and
choose a product
depending on our
degree of
involvement with the
product, the
marketing message
and purchase
situation.
PRELIM EXAMINATION 1HR

• Describe how V. Personality and 4 HRS  Lecture with ppt Solomon, MR., 2018.Consumer Group Dynamics
consumers’ Psychographics presentation Behavior-Buying, Having and
personality respond  Personality and Theories  Informal Debate Being-12th Edition, Global Quiz
to marketing stimuli.  Brand Personality Edition,Pearson Education Limited
• Identify consumer’s  Psychographics 2018, ISBN 978-0-13-412993-8 Critique journal
personality and know  The Dark Side of
why they influence Consumer Behavior Journals: Situational Materialism:
the way we respond How entering lotteries may
to marketing stimuli, undermine self-control, H. Kim,
but efforts to use this Journal of Consumer Research, Dec
information in 2013
marketing contexts
meet with mixed
results.
• Describe Brands
personalities.
• Understand why
Psychographics go
beyond simple
demographics to help
 8
Republic of the Philippines
Cagayan State University
www.csu.edu.ph

COLLEGE of BUSINESS, ENTREPRENEURSHIP and ACCOUNTANCY

marketers.
• understand and reach
different segments.
• Identifyy Consumer
activities that can be
harmful to individual
and to society.
• Understand the VI. Attitudes a and Persuasive 4HRS  Lecture with ppt Solomon, MR., 2018.Consumer Recitation
nature and power of Communications presentation Behavior-Buying, Having and
attitudes  The Power of Attitudes Being-12th Edition, Global Critique the journal
• Identify different  How Do We Form  Group discussion Edition,Pearson Education Limited
forms of attitudes, Attitudes 2018, ISBN 978-0-13-412993-8
attitude models  How Do Marketers
• Understand that Change Attitudes Consumer Behavior: A Practical
communication Approach to Consumer
models identify Understanding by Pereda,Pereda,
several important and Arcega, 2015,
components for ISBN:078-971-9654-04-9
marketers, when they Journals: Mobile Shopping
try to change Behavior: insights into attitudes,
consumers’ attitude shopping process involvement and
toward products and location
services
• Learn that the
consumers who
possess a message
are no passive
receivers of
information
marketers once
believe them to be.
 9
Republic of the Philippines
Cagayan State University
www.csu.edu.ph

COLLEGE of BUSINESS, ENTREPRENEURSHIP and ACCOUNTANCY

• Learn the factors

influencing
effectiveness of a
message source
• Understand that the
way marketers
structure their
messages determine
how persuasive they
will be.

• Identify factors VII. Buying, Using, and 3HRS  Lecture with ppt Solomon, MR., 2018.Consumer Process the group dynamics
that influence Disposing  Group discussion Behavior-Buying, Having and with rubrics
consumers’ decision- • Situational effects on  Group Activity: The Being-12th Edition, Global
making process Consumer Behavior Store Experience. The Edition,Pearson Education Limited Quiz
• Understand why the • The Shopping Experience class will select/create a 2018, ISBN 978-0-13-412993-8
information of a • Ownership and the sharing brand for their business,
store’s lay-out, web economy showcase it and
site, or sales people • Postpurchase Satsfaction encourage buyers to
strongly influences a and Disposal patronize their
purchase decision. products/services.
• Understand the The class will be
growth of a “sharing divided into three groups
economy changes” (10 members each), the
how many remaining 5 members
consumers think will be the buyers.
about buying rather
than renting
products.
• Understand the
decisions about how
 10
Republic of the Philippines
Cagayan State University
www.csu.edu.ph

COLLEGE of BUSINESS, ENTREPRENEURSHIP and ACCOUNTANCY

to dispose of a
products are as
important as how we
decide to obtain it in
the first place.
• Understand the VIII. Groups and Social Media 3HRS  Lecture with ppt Solomon, MR., 2018.Consumer Process the group
impact of people and • Groups  Group discussion Behavior-Buying, Having and presentation
groups specially • Word-of-mouth  Class explores the Being-12th Edition, Global
those who have communication impact of social media Edition,Pearson Education Limited Quiz
social power, • Opinion Leadership on consumer behaviour 2018, ISBN 978-0-13-412993-8
influence our • The Social Media by presenting to class Recitation
decisions. Revolution the impact of FB, IG, Consumer Behavior: A Practical
• Learn the most • The Influence of the Twitter, Websites. They Approach to Consumer
important drive of a family –Filipino will create a 15-second Understanding by Pereda,Pereda,
product choice- households, demographic, advertisement on their and Arcega, 2015,
word-of-mount extended family, purchase chosen product/service. ISBN:078-971-9654-04-9
communication. behavior
• Understand why
opinion leader’s
recommendations are
more influential than
others when we
decide what to buy.
• Know the impact of
social media and
how it changes the
way we learn about
and select
products.
• Understand Filipino
household
 11
Republic of the Philippines
Cagayan State University
www.csu.edu.ph

COLLEGE of BUSINESS, ENTREPRENEURSHIP and ACCOUNTANCY

demogrqphics and its

impact on buying
behavior

• Understand our IX. Social Class and Lifestyles 3HRS  Lecture Solomon, MR., 2018.Consumer Recitation
freedom to spend • Income and consumer  Group activity: Behavior-Buying, Having and Quiz
vis-à-vis our identity Depict buying behavior Being-12th Edition, Global Process group activity
confidence on the • Social class and consumer of: Edition,Pearson Education Limited
future, and the identity -lower class 2018, ISBN 978-0-13-412993-8
overall economy • Status symbol and social -working class
• Determine the capital -middle class
different Social Class -upper class
– how social class -
affect how we spend,
what types products
to buy
• Understand
individual’s desires
to make a statement
about their social
class, or the class to
which they hope to
belong, influence the
products they like
and dislike.
MIDTERM EXAMINATION 1HR

• Understand the X. Subcultures 3HRS  Lecture Solomon, MR., 2018.Consumer Quiz

“we”, “I” as a • Ethnic, racial and religious  Class Discussion Behavior-Buying, Having and
consumer identity subcultures  Being-12th Edition, Global Practicals - (pairs of students
• Define ethnic, racial, • Subcultures stereotypes Edition,Pearson Education Limited will be tasked to identify
 12
Republic of the Philippines
Cagayan State University
www.csu.edu.ph

COLLEGE of BUSINESS, ENTREPRENEURSHIP and ACCOUNTANCY

and religion • Age Cohorts 2018, ISBN 978-0-13-412993-8 some things belonging to the
subcultures, and • Gen X, Y and Z Gen X,Y,Z, baby boomers,
know how they • The baby boomers and the seniors, neatly laid
guide consumption • The seniors down on top of the
choices armchairs.
• Understand that
teens are an
important segment
for markets, baby
boomers are the most
economically
powerful age
segment, and seniors
are a more important
segment than many
marketers realize.
• Discuss birds of a
feather flock together
in place-based
subcultures.
• Understand that a XI. Culture 4 HRS  Lecture Solomon, MR., 2018.Consumer Process the group outputs
culture is a society’s • Cultural systems  Group Activity Behavior-Buying, Having and using rubrics
personality • High and low culture The class will be split Being-12th Edition, Global
• Distinguish high and • Cultural stories and into 4 groups. (drawlots Edition,Pearson Education Limited
low cultures ceremonials for assigned task) 2018, ISBN 978-0-13-412993-8 Recitation
• Understand myths • Rituals-grooming, First group- will be
expressing culture’s giftgiving, holiday tasked to bring fashion
values, and in • Domains of sacred clothes. The clothes will
modern times consumptions be categorized whether
marketing messages • Diffusion of innovations sacred or profane, and
convey these values • The fashion system the group explains such
 13
Republic of the Philippines
Cagayan State University
www.csu.edu.ph

COLLEGE of BUSINESS, ENTREPRENEURSHIP and ACCOUNTANCY

to members of the • Cycles of fashion adoption category. Second group-

cultures – The Global Consumer will be tasked to
• Understand why our Culture innovate such fashion
consumption • It’s A brand-new world clothes according to the
activities relate to • Adopt a localized Strategy rituals
rituals Third group will
• Describe products as discuss the ritual of a
categorized as either basketball game – how
sacred or profane does it differ from the
• Understand why different parts of the
people adopt world?
products, services, Fourth group – present
and ideas during an example of A brand-
diffusion process new world depicting
• Discuss how people homogenization
and organization
play a role in fashion
system that creates
and communicates
symbolic meanings
to consumers
• Understand why
fashion follow cycles
and reflect cultural
dynamics – Western
(US) culture has a
huge impact around
the world
• Identify reasons why
products that succeed
in one culture may
 14
Republic of the Philippines
Cagayan State University
www.csu.edu.ph

COLLEGE of BUSINESS, ENTREPRENEURSHIP and ACCOUNTANCY

fail in another
• Understand the role XI. Marketing,Ethics, and Social 4HRS  Lecture Consumer Behavior: A Practical Critique the Article and
of social Responsibility in Today’s  Group Activity (2 Approach to Consumer Journal
responsibility in Consumer Society groups for the Article, 2 Understanding by Perda,Pereda,
consumer behaviour  In Search of Balance groups for the journal) and Arcega, 2015, Recitation
• Define consumerism  Marketing Ethics, ISBN:078-971-9654-04-9
and its role Consumer Ethics, and Article Millenials Driving Brands
• State the role of Deviant Consumer to Practice Social Responsibility in
advertising in social Behavior Marketing
responsibility  Social Responsibility
• Illustrate the role of Issues in Marketing Journal: The Relationship Between
consumer (Environmentally Marketing Ethics and Corporate
conservation Conscious Behavior and Social Responsibility: Serving
behavior Ethical Sourcing Stakeholders and the Common
• State the different Good Gene R. Laczniak Marquette
consumer product University,
misuse eugene.laczniak@marquette.edu
• Understand social Patrick E. Murphy University of
responsibility and its Notre Da
implication to
marketing
• Give the ethical
standards for the
marketing man
Research Day/Finalization of 3HRS Students are required to Library Check output based on
Papers finalize their respective Web RUBRICS
Consumer Behavior
Research
Presentation of Research Outputs 3HRS Explanation of Rubrics Oral Defense is graded using
for the defense. RUBRICS
The six groups present
 15
Republic of the Philippines
Cagayan State University
www.csu.edu.ph

COLLEGE of BUSINESS, ENTREPRENEURSHIP and ACCOUNTANCY

their researches
Final Examination 1HR
 16
Republic of the Philippines
Cagayan State University
www.csu.edu.ph

COLLEGE of BUSINESS, ENTREPRENEURSHIP and ACCOUNTANCY

Course Policies
• Attendance – Students are required to attend classes regularly. Attendance is 5% of the total grade. Once a student acquires absences of more than 20% of
the total number of meetings, the students will automatically get a failing grade.
• Class participation – Students are encouraged to participate in all class activities.
• Late work – Late submission of grade will get points deduction (5% deduction per day)
• Missed examinations/quizzes – Students who missed an exam/quiz will not be given a special one unless excused with an SO. A special examination/quiz
may be given to the concerned student who missed a major exam/quizzes, but have a different type of examination/quiz.
• Academic integrity – Students must be honest and respectful at all times.
• Requests for extensions and for rescheduling of exams – In case the teacher is not available on the scheduled examination date, rescheduling will be
decided by the entire class.
• Expectations for student conduct in the classroom or laboratory – The students are expected to submit quality and authentic output in all activities.

Input for Revision:

Other References:

 Consumer.ology: Market Research Myth, the Truth About Consumers and Psychology, Brealy, N. 2010
 Advertising and Promotion: An Integrated Marketing Communication Perspective, Belch, George E. (George Edward), 1951,New York, NY : McGraw-Hill, [2015]
 Marketing : real people, real choices , Solomon, Michael R.,Boston : Prentice Hall, c2015
 Websites/internet
 17
Republic of the Philippines
Cagayan State University
www.csu.edu.ph

COLLEGE of BUSINESS, ENTREPRENEURSHIP and ACCOUNTANCY

Prepared by:

CATHERINE AGUISANDA-CABANADA, LPT, MBA Date of Revision/Enrichment: March 2019

Faculty Member

Reviewed by: Noted by: Endorsed by:

MA. VICTORIA C. GANNABAN, DPA ANTONIA JOSEFA A. TAGUINOD, MBM JAY F. OMOTOY, DBM
Department Chair College Dean University Dean

Recommending Approval:

LIRIO GUDINA C. MANGAWIL, Ph.D.

Director of Instruction

Approved by:

MARIDEN VENTURA-CAUILAN, DPA, CESO

Vice President for Academic Affairs