BB184405

CONSUMER BEHAVIOR
Course Plan
EVEN SEMESTER 2019/2020

Lecturer:

Satria Fadil Persada, Ph.D

Ni Gusti Made Rai, MPsi
Lissa Rosdiana, M.MT
Bahalwan Aprisyansyah., MBA
Nabila Silmina Hakim., MBA
Prahardika Prihananto., MT

DEPARTMENT OF BUSINESS MANAGEMENT

Page 1 of 8
1. Synopsis/Description
We are all consumers. We buy groceries, computers, and cars. However, we also know that
consumers differ from each other. We buy different clothes, drive different cars, and eat different foods.
Even the same consumer can make different decisions depending on the situation. So how are we to
construct coherent marketing strategies?
Consumer behavior is an exciting area. Every day, we are exposed to hundreds or thousands of
marketing stimuli, which are designed to inform, persuade, and influence our purchase decisions. These
stimuli are designed and constructed based upon the implicit theories that marketers have about how
consumers behave. This course examines social science and consumer behavior research for concepts
and principles that marketers can use to better understand customers and meet their needs. In this
class we will try to learn why consumers behave the way that they do. We will explore our intuitions
about our own behavior, learn about theories developed in marketing, psychology, and sociology, and
learn to use these theories to predict how consumers will respond to marketing actions.

2. Learning Outcomes
Upon completion of this course, students acquire knowledge of:
1. A framework for analyzing consumer behavior problems
2. Predict how consumers will react to different marketing strategies
3. Consumers’ mental and physical processes of acquiring, consuming, and experiencing products
4. The mechanisms of influence that are most likely to lead consumers to change their attitudes, their
beliefs, and, most importantly their actions
5. Apply concepts, theories, models, and tools in developing consumer behavior driven marketing
strategies.
6. The use of appropriate theoretical frameworks and models in consumer behavior science to
evaluate situations and develop options and recommendations, and deliver an outstanding
presentation.

3. Learning Methods
The course consists of lectures, exercises, case discussions, and an applicable consumer behavior
project. Lectures, tutorials or classes to deliver core underpinning knowledge and to discuss the
application of theoretical models to real world problems and situations. Prescribed readings from
textbooks and other sources including journals, newspapers, articles, texts, trade magazines, and
websites. Participate in teamwork in group assignments and tutorial activities. Apply time and self-
management skills to assessable work.

4. Credits
This is 3 SKS course, 150 minutes, and once a week.

5. Pre-requisite Courses
You need to make sure you meet the pre-requisites before registering for a class. This will ensure
that you are prepared to succeed in the classes you chose. The following courses must be passed and
completed by all students before joining Consumer Behavior course :
- Marketing Management

Page 1 of 8
6. References
Keybook :
1. Solomon, M. R. (2020). Consumer Behavior: Buying, Having, and Being, 13 th Edition. Toronto:
Pearson Prentice Hall.

7. Topics and Schedules

Class Schedule
Week Topic Source

Syllabus
Introduction to course and assignment
1 Previous Final
Project

Intro to Consumer Behavior, Consumer and Social Well-Being Ch. 1 & 2

1.1 Consumer behavior is a process. Group 1
1.2 Marketers have to understand the wants and needs of different
consumer segments.
1.3 Our choices as consumers relate in powerful ways to the rest of our
lives.
1.4 Our motivations to consume are complex and varied.
1.5 Technology and culture create a new “always on” consumer.
2 1.6 Many types of specialists study consumer behavior.
1.7 There are differing perspectives regarding how and what we should
understand about consumer behavior.
2.1 Ethical business is good business.
2.2 Marketers have an obligation to provide safe and functional products as
part of their business activities.
2.3 Consumer behavior impacts directly on major public policy issues that
confront our society.
2.4 Consumer behavior can be harmful to individuals and to society.

Perception Ch. 3
3.1 Products and commercial messages often appeal to our senses, but Group 2
because of the profusion of these messages we don’t notice most of them
3.2 Perception is a three-stage process that translates raw stimuli into
3
meaning
3.3 The field of semiotics helps us to understand how marketers use
symbols to create meaning.

Learning and Memory Ch. 4

4.1 Conditioning results in learning. Group 3
4
4.2 We learn about products by observing others’ behavior.
4.3 Our brains process information about brands to retain them in memory.

5 Motivation and Affect Ch. 5

5.1 Products can satisfy a range of consumer needs. Group 4
5.2 Consumers experience a range of affective responses to products and

Page 2 of 8
Week Topic Source

marketing messages.
5.3 The way we evaluate and choose a product depends on our degree of
involvement with the product, the marketing message, or the purchase
situation.

The Self: Mind, Gender, and Body Ch. 6

6.1 The self-concept strongly influences consumer behavior. Group 5
6.2 Gender identity is an important component of a consumer’s self
6 concept.
6.3 The way we think about our bodies (and the way our culture tells us we
should think) is a key component of self-esteem.

Personality, Lifestyles, and Values Ch. 7

7.1 A consumer’s personality influences the way he or she responds to Group 6
marketing stimuli, but efforts to use this information in marketing contexts
meet with mixed results.
7.2 Brands have personalities.
7.3 A lifestyle defines a pattern of consumption that reflects a person’s
7
choices of how to spend his or her time and money, and these choices are
essential to define consumer identity.
7.4 Psychographics go beyond simple demographics to help marketers
understand and reach different consumer segments.
7.5 Underlying values often drive consumer motivations.

8 Mid TERM

Attitudes and Persuasive Communications Ch.8

8.1 It is important for consumer researchers to understand the Group 1
nature and power of attitudes.
9
8.2 We form attitudes in several ways.
8.3 Persuasion involves an active attempt to change attitudes.

Decision Making Ch. 9

9.1 The three categories of consumer decision-making are cognitive, Group 2
habitual, and affective.
9.2 A cognitive purchase decision is the outcome of a series of stages that
10 results in the selection of one product over competing options.
9.3 We often rely on rules-of-thumb to make decisions.
9.4 The way information about a product choice is framed can prime a
decision even when the consumer is unaware of this influence.

11 Buying, Using and Disposing Ch. 10

10.1 Many factors at the time of purchase dramatically influence the Group 3
consumer decision-making process.
10.2 The information a store’s layout, website, or salespeople provides

Page 3 of 8
Week Topic Source

strongly influences a purchase decision.

10.3 The growth of a “sharing economy” changes how many consumers
think about buying rather than renting products.
10.4 Our decisions about how to dispose of a products are as important as
how we decide to obtain it in the first place.

Group Influences and Social Media Ch. 11

11.1 Other people and groups, especially those that possess social power, Group 4
influence our decisions.
11.2 Marketers often need to understand consumers’ behavior rather than
a consumer’s behavior.
11.3 The decision-making process differs when people choose what to buy
on behalf of an organization rather than for personal use.
12 11.4 Members of a family unit play different roles and have different
amounts of influence when the family makes purchase decisions.
11.5 Word-of-mouth communication is the most important driver of
product choice.
11.6 Opinion leaders’ recommendations are more influential than others
when we decide what to buy.
11.7 Social media changes the way we learn about and select products.

Income and Social Class Ch. 12

12.1 Our confidence in our future, as well as in the overall economy, Group 5
determines how freely we spend and the types of products we buy.
12.2 We group consumers into social classes that say a lot about where
13 they stand in society.
12.3 Individuals’ desire to make a statement about their social class, or the
class to which they hope to belong, influences the products they like and
dislike.

14 Subcultures &Culture Ch. 13&14

13.1 Consumer identity derives from “we” as well as “I”. Group 6
13.2 Our memberships in ethnic, racial, and religious subcultures often play
a big role in guiding our consumption behaviors.
13.3 Marketers increasingly use religious and spiritual themes when they
talk to consumers.
13.4 Our traditional notions about families are outdated.
13.5 Birds of a feather flock together in place-based subcultures.
14.1 A culture is a society’s personality.
14.2 Myths are stories that express a culture’s values, and in modern times
marketing messages convey these values to members of the culture.
14.3 We describe products as either sacred or profane and it’s not unusual
for some products to move back and forth between the two categories.
14.4 New products, services, and ideas spread through a population over
time. Different types of people are more or less likely to adopt them during
this diffusion process.
14.5 Many people and organizations play a role in the fashion system that

Page 4 of 8
 Week Topic Source

creates and communicates symbolic meanings to consumers.

14.6 Western (and particularly U.S.) culture has a huge impact around the
world, although people in other countries don’t necessarily ascribe the
same meanings to products as we do.

Final Project (Research Paper Presentation, Youtube)

15
- Consumer behavior on Indonesia case
16 Final Examination ALL

8. Grading/Marking Schemes
Final grades are based on lecturer perceptions of your performance for the five main requirements,
roughly according to the following weights:

No Activity Supporting Weight Deadline

Learning Outcome

1 Class participation and student activity 6 5% During the course

2 Assignment 2-7, 8-14 30% During the course

3 Final Project or Research 1,2,3,4,5 10% Week 15

4 Midterm Exam 1,2,5 25% Week 8

5 Final Exam 3,4,5 30% Week 16

Grade Final Score

A ≥86 - 100

AB 76 – 85

B 66 – 75

BC 61 – 65

C 56 – 60

D 41 – 55

E 0 – 40

Page 5 of 8
9. General class rules
1. Students are expected to attend all class sessions, complete all assigned readings prior to class,
and to come prepared to participate. If their absence exceeds more than three times, they will
have NO GRADE for this class.
2. Students are expected to arrive on time and to stay for the duration of the class
3. Use of laptops, handphones, and tablets are not allowed during class.
4. Plagiarism and academic dishonesty can have some severe penalties and repercussions (50%
penalty)
5. Late submissions of assessment task per day is -50% from the original score
6. If you will be absent on the day a midterm/final exam because a special case, please inform the
lecturer by 1 day before exam. Supplementary exam will be oral examination.

Page 6 of 8