Universiti

Brunei Darussalam
UBD School of Business and Economics

BB 4322
Consumer Behaviour
Pre-Requisite: BB 2204 Marketing Management
Credit: 4

Semester: 2 2016/2017
Time: Thursday, 7.30-9.20am
Venue: CH Room 5

Instructor: Dr Nazlida Muhamad
Office: UBDSBE 1.47
Office Hours: By appointment
e-mail: nazlida.muhamad@ubd.edu.bn


1. Course desciption
This module is a major option for Bachelor for Business Administration programme, breadth for other
programmes.

2. Aims of the Course
To develop students appreciation of consumer-centric approach in marketing, through understanding
of theoretical and practical aspects of consumers decision making process, and factors that influence
consumers needs and wants.

3. Learning Outcomes
Upon succesful completion of the course, students are expected to be able to;

1. describe the stages of consumer decision making process.
2. identify factors that influence consumer decision making.
3. discuss trends and issues in consumer behaviour.
4. review materials on consumer behaviour theories and issues.
5. apply consumer behaviour related models and theories in understanding consumer behaviours
issues.
6. analyse and interpret data to solve consumer behaviour issues.
7. recommend and justify solution to marketing issues in consumer behaviour.
8. value the importance of ethical considerations in offering products to consumers.
9. work independently and in a team.
10. present and communicate project outputs effectively.

The module designed to support development of students critical qualities and skills amomg others:
critical thinking, decision making, leadership qualities, creativity, working in group, public speaking
skills and interpersonal skills.

4. Course Contents
1. Consumer Behaviour and Decision Making
2. Consumer Research and Market Segmentation
3. Consumer Needs and Motivation
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 4. Personality and Lifestyle
5. Consumer Perception
6. Behaviour Learning
7. Consumer Attitudes
8. Group Processes and Diffusion of Innovation
9. Influences and Opinion Leadership
10. Social Class and Culture in Consumer Behaviour

5. Delivery Methods/Activities
This module consists of lectures, class discussions and group activities. Central issues of consumer
behaviour are delivered through lectures, while class and tutorial discussions and presentations are
programmed to enhance understanding and appreciation of consumer behaviour concepts through real
cases.

6. Assesment
The main component of the assesments are coursework (60%) and final examination (40%). The break-up
of the coursework are as below.

Component Elements

Contribution
Coursework - Group Project (25%) 60%
- Group Presentation (10%)
- Individual Presentation (10%)
- Individual Assignment (15%)
Final 40%

a. Group Assessments
i. Group Project (Report 25%)
In a group of 5-6, you need to plan and execute a small-scale research project in a chosen area. Three
to four main topics will be made available for groups to choose from. The project will be based on real
company and students will need to present their work to the chosen company by the end of the
semester. Detailed expectations on the project will be released timely. In brief, to perform the
project, students are expected to extract information from marketing and relevant literature on
chosen topic, plan a simple consumer research, analyse secondary and primary data, derive
conclusions, write a report and present their findings in a professional manner. This exercise is also
design to develop students ability to work effectively in a group.

ii. Group Project (Presentation 10%)
Based on the Group Project, students will present their report to the class, and the best group/s from
each of the research areas (topic), will present to the companys management team. The assessment
criteria or rubric for the presentation will be made available online on Canvas timely.

b. Individual Assessments
i. Presentation (10%)
Each student will present solutions to questions from cases assigned to them in weekly tutorial
sessions-each students will present twice throughout the semester. Each presentation carries 5 marks.

ii. Reports (10%)
Each student need to prepare a maximum two-page report for each of their tutorial presentation.
Each report carries 5 marks.

iii. Test (5%)
In week 7, online test-MCQ and True/False questions. The details of the test are to be advised timely.



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7. Texts and Readings
Blackwell, R., Miniard, P., Engel, J., Norjaya and Wan Jooria (2012). Consumer behaviour, Cengage
Learning Asia Pte Ltd: Singapore.

Contact Person: Mr Malou (Mobile: 8924841)

Other materials will be provided timely for class discussions and tutorials.


8. Course Schedule

WEEK TOPIC NOTES
1 Consumer behaviour and consumer research- An introduction Briefing
2 Consumer behaviour and consumer research Briefing, Chapter 1
3 CDM: Consumer decision making Chapter 3
4 CDM: Pre-purchase Chapter 4
5 CDM: Purchase and Post purchase Chapter 5,6
6 ID*: Consumer motivation Chapter 7
7 ID: Demographics, Personality, Motivation and lifestyles Chapter 7
8 MID-SEMESTER BREAK
9 ID: Consumer Knowledge Chapter 7
10 ID: Consumer Feelings, Attitudes and Intention Chapter 8
11 EI*: Social class and cultures Chapter 9
12 EI: Family and household influences Chapter 9
13 EI: Group and personal influence Chapter 10
14 Project presentations
15 Project presentations
16 REVISION WEEK
EXAM

*ID: Individual determinants of consumer behaviour
*EI: Environmental influences of consumer behaviour


Tutorial Slots:
a. To be determined based on students availability
(Updates: Slot 1-9.30-10.20am Thursday, Slot 2-8.30-9.20am Wednesday)
b. Cases and questions will be assigned in the first tutorial session.

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GROUP PROJECT

Research Topic areas

1. What are the factors that explain consumers Telco preference? What are the factors that affect
their buying of products or subscription to services internal and external influences
2. Buying and consumption behaviour in relation to Telco services
3. Customer expectations and perception of Telco company. Quality of Progresifs products,
services. Efficiency and satisfaction of the delivery of services.
4. Progresifs store location and store ambience.
5. Progresifs counter services in stores. Progresifs customer care contact-centre.


General Expectations

Introduction
Industry/companys current situation
Research Problem/issues
Triggering factor that lead to the research.
Research Objective
Aims of the research. Must be achievable, measurable, and use verb ..e.g to examine, e.g. to
identify..ect. Not more than 2 objectives. The objectives must be achieved through executing
the project.
Literature
Cover important literature to understand the research problem, and to find the right angle to
study the chosen topic
Methodology
Explain your population and sample, instrument (e.g. questions, instruments, method of
collecting data, and how your collect data)
Analysis & Results
Analyse your data, present your data creatively, make sure to answer the research objectives.
Discussion & Recommendation
This is where you tell your story based on the research results, and relate to the current
situations you highlighted earlier in the introduction and problem section. AS well, how your
finding is inline or unique as compared to previous studies.

Notes:
-Report of 5000 words (+-500), APA or Harvard report and referencing style.
-Depending on a groups presentation week, submission date is either 17 or 24 April 2017 before 12
noon, SBE office (Hardcopy), AND on Canvas (softcopy).

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