1.

Name of Course
Consumer Behaviour

2.

Course Code
ABDT3203

3.

Name(s) of academic staff

Tan Ping Foo

4.

Rationale for the inclusion of the course in the programme

It is important for firms to successfully develop products and services that will satisfy the needs
and wants of the consumer in the marketplace. This can be achieved with a sound knowledge of
consumer behaviour. An understanding of consumer behaviour principles is important for
effective decision-making that take into consideration how consumer are likely to respond to the
various marketing strategies of the firm.
Objectives:
1. To provide students with an understanding of the concepts of consumer behaviour and
consumer learning.
2. To understand how group communication and environmental factors influence the consumer
making process.
3. To develop an understanding of the consumer learning process and how consumers make
decisions.

5.

Semester and Year offered

Semester 6 Year 2

Total Student Learning Time (SLT)

Total Student Learning Face to Face
Time (SLT)
L=Lecture
T=Tutorial
P=Practical
O=Others

28

21

Total Guided and

Independent
Learning

Total SLT

66

120

7.

Credit Value
3

8.

Prerequisite (if any)

Nil

9.

Learning outcomes
Upon completion of the course, students should be able to:
1. Explain the concepts of consumer behaviour and approaches to behavioural learning. (C2, P2)
2. Discuss how group communication, reference groups, social class and culture influence
consumer behaviour. (A2)
3. Apply the behavioural patterns within the consumer decision making process in any
organisations. (C4, CTPS)
4. Demonstrate leadership skills. (LS)

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5. Manage information and pursue higher level of study and lifelong learning. (LL)
10.

Transferable Skills:
Skills and how they are developed and assessed, project and practical experience and
internship
Transferable Skills
Leadership skills
Analytical and critical
thinking skills
Problem-solving skills
Manage information and
pursue lifelong learning

11.

How they are developed

Developed through group
coursework
Developed through lectures,
tutorials, coursework and
case studies
Developed through lectures,
tutorials, coursework and
case studies
Developed through
coursework

Assessment
Assessed through group
coursework
Assessed through tutorials,
coursework and
examination
Assessed through tutorials,
coursework and
examination
Assessed through
coursework

Teaching-learning and assessment strategy

Teaching-learning strategy
Lectures, tutorials, group discussions, individual/group presentation, case study, e-learning,
independent research, independent reading, etc.
Assessment strategy
Coursework and Examination

12.

Synopsis
This course covers activities that are closely related to consumer behaviour. It covers consumer
motivation, personality, perception, consumer learning, attitude formation and change,
communication, reference groups, social class, culture, consumer influence and the diffusion of
innovation.

13.

Mode of Delivery
Lecture and Tutorial

14.

Assessment Methods and Types

Coursework (40%)
Mid-term Test
Assignment
Examination (60%)

15.

Mapping of the course to the Programme Aims

PA1, PA2, PA4

16.

Mapping of the course to the Programme Learning Outcomes

LO1, LO3, LO7, LO9
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17.

Content outline of the course and the SLT per topic

Week
Topic
L
1

Consumer Behaviour : Its Origins

and Strategic Applications

Student Learning Time (SLT)

T
P
O
Total Guided and
Independent Learning

Development of the marketing

concept
Customer value, satisfaction, and
retention
Market Segmentation
What is market segmentation?
Bases for market segmentation
Criteria for effective targeting of
marketing segments
Consumer Motivation

Motivation as psychological
force
The dynamic of motivation
Types and system of needs
The measurement of motives
Ethics and consumer motivation
2

Personality and Consumer

Behaviour
What is personality?
Personality and understanding
consumer diversity
Brand personality
Self and self-image
Consumer Perception
Elements of Perception
Dynamic of Perception
Consumer Imagery
Perceived Risk
Ethics and Consumer Perception

Consumer Learning
The Elements of Consumer
Learning
Behavioural Learning Theories
Cognitive Learning Theory

131

 Measures of Consumer Learning

Ethics and Consumer Learning
Consumer Attitude Formation and
Change
What are attitudes?
Structural Models of Attitudes
Attitude Formation
Strategies of Attitude Change
Cognitive Dissonance Theory and
Attribute Theory
4

Communication and Consumer

Behaviour
Components of Communication
The Communication Process
Designing Persuasive
Communication

Reference Groups and Family

Influences
What is group?
Understanding the Power of
reference groups
Selected consumer-related
references groups
Celebrity and other reference
group appeals
Family decision making and
consumption related
5

Social Class and Consumer

Behaviour
What is social class?
The measurement of social class
The Affluent Consumer
Selected consumer behaviour
application of social class
The Influence of Culture and
Consumer Behaviour
What is culture?
The invisible hand of culture
Culture satisfies needs
Culture is learn
Culture is dynamic
The measurement of culture

132

Subcultures and Consumer

Behaviour
What is subculture?
Nationality subcultures
Geographic and regional
subcultures
Racial and age subcultures

Cross-Cultural Consumer
Behaviour
The imperative to be multinational
Cross-cultural analysis
Consumer Influence and the
Diffusion of Innovations
What is opinion leadership?
Dynamics of the opinion
leadership process
The motivation behind opinion
leadership
Measurement of opinion
leadership
A profile of the opinion leadership
7

Consumer Influence and the

Diffusion of Innovations (contd)
The interpersonal flow of
communication
Diffusion of Innovation
The Diffusion Process
A profile of the consumer
behaviour
Consumer Decision Making and
Beyond
What is decision?
Levels of consumer decision
making
Models of Consumers: Four views
of consumer decision making
A model of consumer decision
making
Beyond the decision: Consuming
and possessing

Assessment:
Coursework

133

14

18.

Examination
Total
Total
Total SLT
Subject Credit
Main references supporting the course

28

21

3
5
5

10
24
66
120
3

1. Schiffman, Leon G. and Kanuk, Leslie Lazar. 2009. Consumer Behaviour. 10th Edition. USA:
Pearson Education.
Additional references supporting the course
1. Solomon, Michael R. 2007. Consumer Behaviour: Buying, Having, and Being. 7th Edition.
USA: Pearson Education.
2. Sheth, Jagdish N. and Mittal, Banwari. 2008. Consumer Behavior: A Managerial
Perspective. 3rd Edition. USA: Thomson Learning.
3. Blackwell, Roger D., Miniard, Paul W. and Engel, James F. 2007. Consumer Behavior. 11th
Edition.
19.

Other additional information:

Nil

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