Customer and Client Behavior

AIMS

It is a theoretical-practical elective course that is part of the Marketing axis. It gives students the opportunity to deepen their knowledge about the most important element in Marketing, the person to whom the organization directs to offer the product or service. This course develops the ability to analyze consumer behavior for strategic decision making. After an introduction to the subject, the external and internal factors that influence the purchase process and decision, market research to understand the behavior of purchase and consumption, as well as the characteristics of current consumer segments in traditional markets and electronic commerce are addressed.

 

COURSE DESCRIPTION

This course introduces the theory of consumer behavior and relates it to the practice of marketing. The purpose of the course is to examine in detail the process of consumer decision-making, the influences on buyer behavior and their implications for marketing in purposeful organizations. Students will develop a critical appreciation of the existing research into consumer behavior by engaging with the literature and examining practices in the marketing of consumer goods and services. The course will illustrate the central role of customer and consumer behavior and its relevance to marketing. It will present relevant material drawn from psychology, anthropology, social and behavioral sciences within the framework of the consumer decision process and its main influencing factors.

 

LEARNING OBJECTIVES

Upon successful completion of this module,students should be able to:

LO1: Understand the underlying physiological, psychological, and sociological factors affecting consumer behavior, and how these are useful for market segmentation, targeting, and predicting consumer responses.

LO2: Identify the key terms, concepts, and theories of consumer behavior

LO3: Apply consumer behavior concepts to real world marketing problems and develop better marketing programs and strategies to influence those behaviors

LO4: Recognize the complexity of consumer decision-making, and how decision-making is affected by context and environmental factors

LO5: Critically evaluate the effectiveness of various advertising and promotional campaigns, specifically in terms of attitude formation and change

CONTENT

1ST. UNIT: CONCEPTUALIZING CUSTOMER AND CONSUMER BEHAVIOR

1. Introduction to Consumer Behavior

• Orientation
• Brief insight of consumer behavior
• Overview of consumer psychology

2. Perception, learning and memory

• Behavioral Learning: Classical and Operant Conditioning
• Memorable Taglines
• Memory Models and Promotional Strategies

3. Motivation and affect

• Maslow’s Need Hierarchy and Consumer Motivation
• Class led discussion

4. Self-concept, Personality and attitude

• What is Personality?
• Personality and understanding consumer diversity
• Brand Personality, Self-Image, Brand personality.

5. Consumer Perception

• Elements of Perception
• Dynamics of perception
• Consumer Imagery, Perceived Risk, Ethics and Consumer perception

2nd UNIT: DECISION MAKING

6. Attitude Change and Interactive Communication

• Multi-attribute Models and Attitude Change
• The Elaboration Likelihood Model
• Social Judgement Theory and Attitude Change

7. Social Influence and Social Media

• Digital influences on social media
• Role of electronic word of mouth
• Information adoption patterns

8. Buying, using and disposing

• Consumer Retention and Profitability
• Understanding evolving buying patterns

3rd UNIT: CONSUMER BEHAVIOR AND CULTURE

9. Market Segmentation

• Bases for segmentation.
• Criteria for effective targeting of market segments.
• Implementing segmentation strategies.