Unit Plan CB

UNIVERSITI TUNKU ABDUL RAHMAN (UTAR)

FACULTY OF BUSINESS AND FINANCE (FBF)

Unit Plan

1. Unit Code &Unit Title:

UBTC2013 CONSUMER BEHAVIOUR

2. Course of Study:

Bachelor of Marketing (Hons)Bachelor of Business Administration (Hons)Bachelor of Business Administration (Hons) Entrepreneurship Bachelor of Communication (Hons) Advertising

3. Year of Study:

Varies

4. Year and Semester:

201501

5. Credit Hour 3 credit hours

6. Lecturing hours and Tutoring hours

2 hours lecture per week for the duration of 14 weeks1 hour tutorial per week for the duration of 14 weeks

7. Lecturer: Ms. Yip Yen San, MBA(Marketing) Hons, BBA(Management) Hons(yipys @utar.edu.my )

8. Tutor: Ms. Yip Yen San, MBA(Marketing) Hons, BBA(Management) Hons(yipys @utar.edu.my )

Ms. Lam Siew Yong, MSc (Marketing), BSc (Agribusiness)([email protected])

Ms Jenny Marisa Lim Dao Siang, MBA (Marketing), BA (Business Administration) Hons([email protected])

9. Moderator Dr. Chong Yee Lee, PhD (Tourism), MBA (Marketing), BEcons ([email protected])

10. Mode of Delivery:

Lecture and Tutorial

11. Objective: This unit provides a study on behaviour that consumer displays in searching for purchasing, using, evaluation and disposing of products and services that they expect will satisfy their needs. It will enable students to :

Understand the consumer behaviour principles, its diversity, its development and latest evolution concept as the foundation for creating and keeping satisfied and profitable lifetime customers.

Unit Plan of UBTC2013 Consumer Behaviour 1

mailto:[email protected]





Apply behavioural concepts to the real-world business problems, to discuss consumer as an individual, to be concerned with the social and cultural dimensions and to explore various aspects of consumer decision makings.

12. Learning Outcome:

On completion of this unit, a student shall be able to: Identify the role of consumer behaviour in the “act of buying “ and the reason why

people buy things. Demonstrate a basic knowledge of the consumer behaviour principles. Explain the various behavioural concepts concerning the consumer as an

individual and outline the social and cultural dimensions in the various aspects of consumer decision making.

13. Reading List: Main Text:

1. Schiffman, L., Kanuk, L., & Wisenblit, J., (2012). Consumer Behaviour (10th ed.). Upper Saddle River, New Jersey: Prentice Hall

Additional Text

2. Hoyer, W.D., & Maclnnis, D.J. (2010). Consumer Bahavior (5th ed.). South-Western: Thomson Learning.

3. Blackwell, R.D., Miniard, P. W., Engel. J.F., Pai, D.C., Yasin, Norjaya Mohd., Wan, Jooria Hood. (2012). Consumer Behavior (1st ed.). South-Western: Thomson Learning.

4. Hawkins, D.I., Mothersbaugh, D. L., & Best, R.J. (2007). Consumer behavior: Building marketing strategy (10th ed.), Boston: McGraw-Hill/Irwin.

5. Solomon, Michael R. (2009). Consumer Behavior: Buying, having and being (8th ed.). Upper Saddle River, New Jersey: Pearson/Prentice Hall.

3. Method of Assessment: No. Method of Assessment Total

1. Coursework Marksa) Mid-trimester Test 12% (30 marks) b) Group Project 20% (50 marks) c) Group Presentations 8% (20 marks) Total 40% 100 marks

40%

2. Final Examination 60%

GRAND TOTAL100%

1. Coursework (40%)

a) Mid-trimester Test 12% (30 marks)

Mid-trimester test will be given to monitor student’s progress on the understanding of the lectures. The duration of the test is 1 hour and will be scheduled in WEEK 8. The mid-trimester test structure will be notified later in the class.

NOTE:Candidates who are unable to attend mid-trimester test must produce evidence from an appropriate source and with valid reason(s) strictly within one week from the date of the test. Failure to do so, your score will be automatically nullified. There will not be make-up test for absence without valid reason.


b) Group Assignment 20% (50 marks)

The group assignment requires each group to undertake a practical task, project or case study. Each group is to submit the group assignment by Week 9, on the 11th March, 2015 (Wednesday), BEFORE 5pm.

Group Siz e Each group will consist of MINIMUM FIVE and MAXIMUM EIGHT students. The assignment of group members should come from the same tutorial group. Students are required to submit their group particulars to the tutor during Tutorial 1.

Assignment topic

Select two competing fast food restaurants (e.g. McDonalds, KFC, Pizza Hut, Dominos…etc.) and conduct a store image study for them. Give your findings and conclusions by using the theory of consumer behaviour as a framework. REPETITION of the SAME competing fast food restaurants within a tutorial class is NOT ALLOWED. Students must submit the assignment in a business REPORT format style based on the following guidelines:

The companies’ backgrounds. Who are their target markets? How would you define the products that both competing fast food

restaurants have? What type of consumers’ need do the companies meet?

Determine the differences between in-store atmospheres. Comment on what you have found. Apply the concept of perception.

How have the two organizations positioned themselves? Are there competitive advantages or disadvantages areas that you could

suggest to the store management? What can you conclude from your findings and analysis? What improvements can both organizations make to increase consumer

buying? Apply the concepts and theories of consumer behaviour.

Format Written Report

o The words limit is 3,000 words, excluding Appendix (number of words should be stated at the end of the project paper).

o The written report should be done on a word processor and printed on a single page.

o It must be neatly typed, using 1.5 spacing and justify the paragraph alignment.o Use Times New Roman font size of 12.o Please adhere strictly to the contents and format of the report. o Cover page: subject name & code, assignment title, tutorial group, team members

and ID numbers and program.o The written report assessment form (Appendix A) should be attached together

after the cover page.o Content page should include page numbers.o Must attach appendices and references (APA format).o The written assignment should be 12 to 15 pages (exclude Appendix).


o Comb binding is NOT NECESSARY.o Punch two holes after the completion of assignment BEFORE submission.

The assessment of the group assignment will be based on the following criteria:

Assessment Marks Allocation1 Companies’ background, target markets &

consumers’ needs5 marks

2 Evaluation of the store image attributes, positioning, competitive advantages & disadvantages

10 marks

3 Conclusions and recommendations 10 marks4 Application of CB theories and knowledge to the

study20 marks

5 Structure, layout, language and references 5 marks

Total Marks 50 marks

Late Submission Penalty Clause

Deadline for submission of assessment item(s) is to be strictly adhered to. No extension of time will be allowed except in extenuating circumstances, e.g. medical reasons. Students who wish to apply for extension of time for submission of assessment item(s) after the due date shall put in writing the request together with validated documentary evidence to support the application to his/her class tutor. The lead lecturer may consider and grant such extension of due date for the assessment item(s) based on the tutor's recommendation.

Any assessment item required by the Coursework Assessment which is submitted after the due date, without an approved extension, will be penalized. A penalty of 10% reduction of the maximum mark applicable to the assessment item(s) will be levied for each day of late submission. Weekends and Public Holidays are counted as one (1) day late. Assessment item(s) submitted more than seven (7) days after the due date will be awarded with zero (0) marks.

2. Final Examination 60% (100 marks)

The final examination for this subject will be 2.5 hours and consists of TWO sections:

Section A (40 marks) = A compulsory case study with 1 question.Section B (60 marks) = 3 questions in which students are required to answer any 2 questions.

4. Remark: ACADEMIC REGULATIONS

Plagiarism Plagiarism is defined as the submission or presentation of work, in any form, which is not one's own, without acknowledgment of the sources. If a student obtains information or ideas from an outside source, that source must be acknowledged. Another rule to follow


is that any direct quotation must be placed in quotation marks and the source immediately cited.

Plagiarism is also defined as copy of all or part of the work of another student(s) of current or previous batch of this University or another higher learning institution.

The University's degree and other academic awards are given in recognition of the candidate's personal achievement. Plagiarism is therefore considered as an act of academic fraudulence and as an offence against University discipline.

Intellectual PropertyCopyright must be seriously protected. The University takes a strong stand against any illegal photocopying of textbooks and any other materials by students. Students are forewarned of the consequences and the penalty that may be meted out if they are "caught in the act". Mode of ReferencingStudents are advised to incorporate proper academic modes of referencing. The normally acceptable mode of academic referencing is the American Psychological Association (APA) system; please refer to the attached APA referencing system document for detailed usage.

Fieldwork Clause (where applicable)Students are reminded of the importance to consider their personal safety when conducting research in the field. You will be exposing yourself in new situations and meeting with people who are unknown to you. It is important that you are aware of potential dangers and take the necessary safety steps. You have to be extra careful and cautious if you are going to interview or conduct survey with small, unknown organisations or individuals 'on site'.You should ensure you have the full details (full name, job title, organisation name, address and telephone numbers) of anyone or organisation you intend to conduct the field research. You should establish the credibility of these respondents before your groups visit them. The field research should be made in groups not alone. Leave word with your fellow classmates on your field visit (details of place, contact numbers, person you are interviewing or conducting survey with, expected time of return, etc). The field work should be at office hours.

AttendanceStudents are reminded of the importance to attend the lecture and tutorial sessions. Both lecture and tutorial attendance would be included in the Attendance Analysis (Bar List requirement).


Teaching Plan

Lecture, Tutorial & Assignment PlanWeek Lecture Topic Tutorial Topic Assignment Reference

1(12 Jan 2015

– 16 Jan 2015)

Topic 1: The Foundations of Consumer Behaviour What is consumer behaviour? Consumer behaviour and the

marketing concept Customer value, satisfaction,

trust and retention The impact of new technologies

on marketing strategies

Tutorial 1:

Briefing on coursework and forming of assignment groups.

Group assignment

Deadline: Week 9, 11/03/2015, (WEDNESDAY) BEFORE 5pm.

Submit to respective tutor.

Schiffman, et al. (Chapter 1)

2(19 Jan 2015

– 23 Jan 2015)

Topic 2: Consumer Motivation What is motivation, needs and

goals? Positive and negative motivation Rational versus emotional

motives The dynamic nature of motivation Frustration Arousal of motives Types and systems of needs

Tutorial 2:

3 short questions to be answered by students and discussions to be made in the class.


3(26 Jan 2015

– 30 Jan 2015)

Topic 3: Consumer Personality and Consumer Behavior What is personality? Theories of personality Personality and consumer

behaviour Self and self-image

Tutorial 3:



4 (2 Feb 2015

– 6 Feb 2015)

Topic 4a: Consumer Perception Sensory dynamics of perception Elements of perception Subliminal perception The dynamics of perception

Tutorial 4:



5(9 Feb 2015

– 13 Feb 2015)

Topic 4b: Consumer Perception Consumer imagery Perceived price Perceived quality Perceived risk

Tutorial 5:



6(16 Feb 2015

– 20 Feb 2015)

Topic 5: Consumer Learning What is learning? Behavioral learning theories Cognitive leaning theory Brand loyalty and brand equity

Tutorial 6:



7(23 Feb 2015

– 27 Feb 2015)

Topic 6: Consumer Attitude Formation and Change What are attitudes? Tricomponent attitude model Attitude formation Strategies of attitude change Behaviour can precede or follow

Tutorial 7:





8(2 Mar 2015

– 6 Mar 2015)

Topic 7a: Communication and Consumer Behavior Impact of social influences Basic communication model Communication via the media What is a group? What are reference groups? Factors that affect reference

group influence

Tutorial 8:


Mid-trimester test:- 07/03/2015

(Saturday)


9(9 Mar 2015

– 13 Mar 2015)

Topic 7b: Communication and Consumer Behavior Selected consumer-related

reference groups Designing persuasive message Message structure and

presentation Advertising appeals

Tutorial 9:


Report Submission date:

- 11/03/2015 (WEDNESDAY)

- BEFORE 5pm.- Submit report to

respective tutor

Schiffman, et al. Chapter 9)

10(16 Mar 2015

– 20 Mar 2015)

Topic 8: The Family and its Social Class Standing Foundations of the family Functions of the family The family life cycle Family decision making What is social class? The measurement of social class Geodemographic clustering The affluent consumer Middle-class consumers The non-affluent consumer Recognizing the ‘techno-class’ Selected consumer behaviour

applications of class

Tutorial 10:

Presentation (group 1 and 2)


11(23 Mar 2015

– 27 Mar 2015)

Topic 9: The Influence of Culture on Consumer Behaviour What is culture? The measurement of culture Core values

Tutorial 11:



12(30 Mar 2015

– 4 Apr 2015)

Topic 10: Subcultural aspects of Consumer Behaviour What is subculture? Ethnic subcultures Religious subcultures Geographic and regional

subcultures Racial subcultures Age subcultures Gender as a subculture

Tutorial 12:



13(6 Apr 2015

–

Topic 11: The Decision-making Process What is a decision?

Tutorial 13:

Case Study




10 Apr 2015) 4 views of consumer decision making

A model of consumer decision making

4 short case study questions to be answered by students and discussions to be made in the class.

14(13 Apr 2015

– 17 Apr 2015)

Revision on Topics Tutorial 14:

Revision topics (mixed chapters)

This Unit Plan is:Prepared by:

______________(Name: Yip Yen San) Lead Lecturer

Moderated by:

_______________(Name: Dr. Chong Yee Lee) Moderator

Approved by:

________________(Name: Stephanie Loo Siat Ching)Head of Department

Date: Date: Date:

Notes: The information provided in this Unit Plan is subject to change by the Lecturers. Students shall be notified in advance of any changes.

Appendix A


Universiti Tunku Abdul RahmanFaculty of Business and Finance

(Academic Year 2014/2015)

JAN 2015 TRIMESTER

UBTC2013 CONSUMER BEHAVIOUR

GROUP ASSIGNMENT’ S COVER SHEET

Course Details

Faculty:

Year and Trimester:

Tutorial Group No.:

Tutor’s Name:

Assignment Detail

The selected two competing fast food restaurants:

____________________________________________________________________________

Due Date : Wednesday, 11th March 2015 BEFORE 5.00pm

Important Note : Submission of assignment is the responsibility of the students. Failure to follow the guidelines stipulated in the Unit Plan may result in a zero mark

Student Details

Name Student ID Course Handphone no. (email address)

1.

2.

3.

4.

5.

6.

Assignment overall marks: Appendix B


Universiti Tunku Abdul RahmanFaculty of Business and Finance

(Academic Year 2014/2015)JAN 2015 TRIMESTER

UBTC2013 CONSUMER BEHAVIOURMARKING SCHEME FOR GROUP ASSIGNMENT

Criteria Poor Satisfactory Moderate Good Very good MarksCompanies’ background, target markets & consumers’ needs

1 2 3 4 5

Evaluation of the store image attributes, positioning, competitive advantages & disadvantages

2 4 6 8 10

Conclusions & recommendations 2 4 6 8 10

Application of CB theories & knowledge to the study

4 8 12 16 20

Structure, layout, language & references

1 2 3 4 5

Total marks (50)

Name of assessor: _______________________

Signature of assessor: _______________________

Date: _______________________

Appendix C


UNIVERSITI TUNKU ABDUL RAHMANFACULTY OF BUSINESS AND FINANCE

(ACADEMIC YEAR 2014/2015)JAN 2015 TRIMESTER

UBTC 2013 CONSUMER BEHAVIOUR

MARKING SCHEME FOR GROUP ORAL PRESENTATION

Tutorial Group :

Tutor’s Name :

Assessment Criteria

Marks Allocated

FirstPresenter

(Name)

SecondPresenter

(Name)

ThirdPresenter

(Name)

ForthPresenter

(Name)

FifthPresenter

(Name)

SixthPresenter

(Name) 1 Content of the

presentation Organization

and clarity of the content

Quality of the argument

5(group)

2 Presentation skills Adaptation to

the audience Voice clarity

and pronunciation

Body language Time control

10(individual)

3 Visual slides quality and overall effect. Creativity Relevance

5(group)

Total marks 20

Comments / Feedback (if any)

Tutor: _____________________ Date : ___________________

Appendix D


AMERICAN PSYCHOLOGICAL ASSOCIATION (APA) FORMAT (5th Edition)

This crib sheet is a guide to the APA style. It is not intended to replace the Publication Manual of the American Psychological Association, 5th edition. Only selected citations were chosen for inclusion here. For other examples, see the printed Manual. Use this only as a reference.

Journal Article, One AuthorSimon, A. (2000). Perceptual comparisons through the mind’s eye. Memory & Cognition, 23, 635-647.

Journal Article, Two AuthorsBecker, M. B., & Rozek, S. J. (1995). Welcome to the energy crisis. Journal of Social Issues, 32, 230-

343.

Magazine Article, one authorGarner, H. J. (1997, July). Do babies have a universal song? Psychology Today,102, 70-77.

Newspaper Article, No AuthorStudy finds free care used more. (1982, April 3). Wall Street Journal, pp. A1, A25.

Book, Two AuthorsStrunk, W., & White, E. B. (1979). The elements of style (3rd ed.). New York: Macmillan.

Edited BookLetheridge, S., & Cannon, C. R. (Eds.). (1980). Bilingual education. New York: Praeger.

Article or Chapter in an Edited Book, Two EditorsSheets, B. (2006). The cost of lingering arm injuries. In B. Selig,. & W. Selig (Eds.), A compilation of

long stories (pp. 211- 234). Milwaukee, WI: MB Press.

ERIC DocumentPeterson, K. (2002). Welfare-to-work programs: Strategies for success (Report No. EDO-JC-02-04).

Washington D.C.:Office of Educational Research and Improvement. (ERIC Document Reproduction Service No. ED467985)

Entry in an EncyclopediaImago. (2000). In World Book Encyclopedia (Vol. 10, p. 79). Chicago: World Book Encyclopedia.

Report from a Private OrganizationKimberly-Clark. (2002). Kimberly-Clark (Annual Report). Dallas, TX: Author.

DissertationOlsen, G. W. (1985). Campus child care within the public supported post-secondary educational

institutions in the state of Wisconsin (dare care) (Doctoral dissertation, University of Wisconsin-Madison, 1985). Dissertations Abstracts International, 47/03, 783.

VideotapeMass, J. B. (Producer), & Gluck, D. H. (Director). (1979). Deeper into hypnosis. (Motion picture).

Englewood Cliffs, NJ: Prentice Hall.


Electronic Formats

Internet Article Based on Print SourceThe citation is done as if it were a paper article and then followed by a retrieval statement that identifies the date retrieved and source.

Sahelian, R. (1999, January). Achoo! Better Nutrition, 61, 24. Retrieved September 17, 2001, from Academic Index.

Web Page with Private Organization as AuthorMidwest League. (2003). Pitching, individual records. Retrieved October 1, 2003, from

http://www.midwestleague.com/indivpitching.html

Chapter or Section in an Internet DocumentThompson, G. (2003). Youth coach handbook. In Joe soccer. Retrieved September 17, 2004, from

http://www.joesoccer.com/menu.html

Web page, Government AuthorWisconsin Department of Natural Resources. (2001). Glacial habitat restoration areas. Retrieved

September 18, 2001, from http://www.dnr.state.wi.us/org/land/wildlife/hunt/hra.htm

Company Information from Aggregated DatabaseRipon Pickle Company Inc. (company profile). (2003). Retrieved September 18, 2002, from Business and

Company Resource Center.

Ingersoll-Rand Company Limited (company profile). (2004). In Hoovers. Retrieved April 29, 2004, from Lexis-Nexis.

Personal CommunicationsPersonal communications may be things such as email messages, interviews, speeches, and telephone conversations.Because the information is not retrievable they should not appear in the reference list. They should look as follows:

Example: J. Burnitz (personal communication, September 20, 2000) indicated that .… or In a recent interview (J. Burnitz, personal communication, September 20, 2000) I learned that ….

Reference Citations in TextTo refer to an item in the list of references from the text, an author-date method should be used. That is, use the surname of the author (without suffixes) and the year of the publication in the text at appropriate points.

Example: Researchers have indicated that more is expected of students in higher education (Hudson, 2001) and secondary education (Taylor & Hornung, 2002).

One authorIssac (2001) indicated in his research..In a recent study, research indicates (Isaac, 2001)


Two or more authorsWhen a work has two authors, always cite both names every time the reference occurs. For works with three, four, or five authors, cite all authors the first time the reference occurs. In subsequent citations, include only the last name of the first author followed by et al.

When a work has no authorsCite in text the first few words of what appears first for the entry on the list (usually the title) and the year.

Specific parts of a source(Yount & Molitor, 1982, p. 19)(Cooper, 1983, chap. 4)

Works with no author(“New Student Center,” 2002)

For more detailed information to illustrate the use of parenthetical citations, consult this University of Wisconsin page.http://www.wisc.edu/writing/Handbook/DocAPACitations.html

Some general rules for APA reference pages: Begin the reference list on a new page. The page begins with the word References (Reference if there

is only one), centered in the top, middle of the page, using both upper and lower case. If the references take up more than one page, do not re-type the word References on sequential pages, simply continue your list.

Use one space after all punctuation. The first line of the reference is flush left. Lines thereafter are indented as a group, a few spaces, to

create a hanging indention. Double space between citations. Single space in the citations. Use italics for titles of books, newspapers, magazines, and journals. References cited in text must appear in the reference list; conversely, each entry in the reference list

must be cited in text. Arrange entries in alphabetical order Give in parentheses the year the work was published. For magazines and newspapers, give the year

followed by the month and date, if any. If no date is available, write (n.d.) Give volume numbers for magazines, journals, and newsletters. Include the issue number for journals if

and only if each issue begins on page 1.


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Unit Plan CB