BUS 443 Consumer Behavior

BUS 443 Consumer Behavior

Spring 2006

Dr. John P. Dickson, McIntyre 312-A

Phone: 879 2841

Office Hours: Tue. & Thu. 11-11:40

COURSE DESCRIPTION

Consumer behavior is concerned with the study of those activities, which are related to the prepurchase, purchase, and postpurchase processes. An indepth analysis of the components of a specific model of buyer behavior will be made in order to illustrate and integrate theoretical and empirical knowledge in this field. Emphasis will be placed upon the evaluation of the relevance of such data, and the translation of what is learned in the classroom to the solution of real world marketing problems. Students will develop and present consulting quality papers.

COURSE OBJECTIVES

1)To expose the student to various behavioral concepts and theories that can be used to develop an understanding of consumer behavior in the marketplace.

2)To give the student an understanding of how the behavioral sciences can have impact on marketing management’s decisions.

3)To demonstrate how these theories and concepts relate to marketing strategy and tactics.

4)To expose the student to the published literature in the field and the opinions of professional marketers.

5)To enhance a student's analytic, presentation and teamwork skills.

TEXT

Schiffman, L.G. and L.L. Kanuk (2004), Consumer Behavior, 8th ed., Prentice Hall, NJ. (SK)

Readings:

For sale at the bookstore and/or as handouts (A).

Library

COURSE REQUIREMENTS

Tests there will be two exams. The tests will contain both objective and subjective questions and will stress your ability to understand and apply consumer behavior principles and theories, not merely to repeat marketing facts. Test questions are designed to encourage a student to integrate knowledge of text materials, articles, and class materials. All students are expected to take the tests on the assigned day. THERE WILL BE NO MAKEUP WITHOUT PRIOR ARRANGEMENTS.

CLASS PARTICIPATION All students are expected to have read the assigned materials before coming to class. There will be quizzes and homework. Students may be called upon at random and asked to discuss assigned the material. Participation is counted in determining your final grade.

CLASS ATTENDANCE Attendance is left up to the discretion of the student. However, much of the material covered in class is not present in the text and will be on the exam.

PAPERS AND PRESENTATIONS One paper will be prepared and turned in by each student. The paper will discuss applications of a consumer behavior theory to marketing problems and will be 8 to 10* typed pages in length. The topic you chose must reflect materials covered in your text book, chapters 4-9. Marketing recommendations based on your ideas must be made to a specific company. References will be given in the format used in the Journal of Marketing (2005)(sample page appears at the end of this syllabus). Late papers will be penalized (5 points for each work day late). An executive summary must be included. Quotes and paraphrases cannot be more than 20% of the paper. The format for the paper appears at the end of this syllabus. The paper is due Mar. 28th.

*(excluding cover, table of contents, tables, charts, and bibliography)

A team presentation will be made to the class. Presentations will be given during the last two days of class. An outline is due before spring break. Fifty percent of your grade on the presentation will be assigned by your fellow classmates, 50 percent by your instructor. Topics presented in class should demonstrate a thorough knowledge of buyer behavior theory merged with a practical application to the field of marketing. You must make specific marketing recommendations to a specific company. The form that will be used by your classmates for evaluating your team project is attached. You should dress professionally. You will evaluate your classmates’ efforts on this project.

Your topic will focus on marketing to baby boomers* orsome similar subculture (but not your own) of interest of to you and your teammates. Your instructor must approve the target market chosen. A 6 to 10 page summation will be handed at the time of the presentation and made available to your instructor and any sponsor involved.

*Boeing will be sponsoring a real world project you may choose to pursue. It will involve the modification of Boeing’s products to better appeal to baby boomers.

METHOD OF DETERMINING GRADE

Test 1...... 100 points

Test 2...... 100 points

Paper...... 100 points

Presentation...... 150 points

Quizzes &

Homework (approx.)...... 50 points

TOTAL...... 500 points

BUS 443 TENTATIVE WEEKLY ASSIGNMENTS

Date TopicChapter, Reading

Jan. 17Introduction ; Marketing Concept, Consumer Research...... SK 1&2

Statistical Measures of Assoc...... Handouts

Jan. 24Market Segmentation; VALS………………………………………………………………..SK 3

Geodemographics...... Video

VALS, Riche AD, 1989; Actualizers...... Video

Take web based VALS test;

Jan. 31Motivation and Personality……………………………………………………………….SK 4&5

Twins Study...... A1

There is a Sucker Born…………………………………………………………………….,…..A2

Feb. 7Continue--Personality

Personality Test

Feb. 14Perception ...... SK 6

In a Shift Inside Stores...... A3

Taste Tests...... A4

Color by the Numbers……...…………………………………………………………………...A5

Feb 21Learning...... SK 7

Feb. 28Attitudes...... SK 8

Mar.7Communications...... SK 9

Test1

Mar. 13Spring Break

Mar 21Group Dynamics and Families...... SK 10

Say buy-buy/Baby Products...... A6

Mar 28Cultural Values and Subcultures ...... SK12 &13

Generational Divide……………………………………………………………………………..A7

2046 a boomer odyssey……………………………………………………………………..….A8

When We’re All 64 ……………………………………………………………..…………Library

The New Diversity……………………………………………………………..…………..Library

Paper due

April 4Cross-cultural values...... SK 14

Against a Trend...... A9

Europe’s Low Fertility...... A10

Japan’s Need for Immigration...... A11

It’s A Grande-Latte World…………………………………………………………………….A12

April 11Social Class...... SK11

Social Distance & Shopping Behavior...... A13

April 18Test 2; Opinion Leadership...... SK 15

The Influencers...... A14

April 25Continue; Team presentations and paper

May 2Continue; Team presentations and paper

SELECTED CONSUMER BEHAVIOR REFERENCES

John P. Dickson, University of Puget Sound

American Demographics - AN EXCELLENT RESOURCE.

Engel, J.F., R.D. Blackwell, P.W. Miniard (1990), Consumer Behavior (6th) Dryden Press.

Fishbein, M. ed., (1967), Readings in Attitude Theory and Management.New York: John Wiley.

Journal of Consumer Research -- AN EXCELLENT RESOURCE.

Journal of Marketing

Michman, Ronald D. ( 1991), Lifestyle Market Segmentation. Greenwood Press Inc..

Mowen, John C. (1995), Consumer Behavior. New York, Macmillan Publishing Company.

Ostroff, Jeff (1990), Successful Marketing to the 50+ Consumer. Prentice-Hall.

Peter, J. Paul and Jerry C. Olson (1999), Consumer Behavior: Marketing Strategy Perspectives. Homewood, Illinois: Irwin.

Stewart, Edward C. and Milton Bennett (1991), American Cultural Patterns: A Cross-Cultural Perspective. Intercultural Press.

Swenson, Chester A. (1990), Selling to A Segmented Market: The Lifestyle Approach. Westport, CT: Greenwood Press.

Consumer Behavior Paper Format -- BUS 443

Title Page

Improving Customer Loyalty to Nordstrom Through

Understanding Social Class

(your name)

for

John P. Dickson

(date)

Table of Contents

First Page (executivesummary) -- statement of problem or opportunity faced by organization of your findings and recommendations.

Problem/Opportunity

As Nordstrom has expanded to the East Coast, Susan Y, Marketing Manager, believes she can more effectively reach her desired market by using the concept of target marketing. However, she is unsure of how to proceed. Tom X, a marketing consultant (you), suggests she consider adopting a social class oriented strategy. As he points out, social class appeal is an effective way of building customer appeal, but if used incorrectly, may drive customers away (Dickson and MacLachlan 1990).

"Your Key Finding(s) and Recommendation(s)"

Body of Paper

Then you proceed with the body of the paper including a better description of the problem, a thorough discussion of social class theory, any research you have done and the complete suggestions you have thought up for Nordstrom. Be specific! Include details on target market size and marketing costs where appropriate.

Appendix -- tables, charts, et cetera

References

STUDENT PEER EVALUATION FORM

Your Name______

Students being evaluated______

Topic______

Please rate presentation on the three factors listed below. Use a rating scale running from 0 to 10. A score of 10 would indicate that the presentation was outstanding on that factor, while a score of 0 would be extremely poor. A score of 7 would be considered average.

Name______

Factor Score Score Score Score

Ability to communicate effectively (oral, visual,
and use of body language). Team organization. ______

Team

Adequacy of background research
(knowledge of product and/or appropriate
theoretical materials). _____

Feasibility of the idea (the idea as
presented seems workable and is
appropriate to the area being discussed). _____

COMMENTS

______

This form will be used to evaluate your oral presentation. As most students tend to rate their peers much higher than average, I reserve the right to normalize your scores at the end of the presentations.