San Francisco State University

Instructor: Dr. Deborah Lowe

Office: BSS 344              Phone 338-2202        email: dlowe@sfsu.edu

Text:  Consumer Behavior. Michael R. Solomon Prentice Hall. 1996.

Course Guide by Dr. Deborah Lowe (At Kinko's in Stonestown)

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Course Objectives: Marketing in the 90's means getting close to the consumer and providing customer satisfaction. This means a knowledge of methods of how to gather information on consumer needs, wants and desires is critical. The purpose of this course is to study consumer behavior from the perspective of the marketing manager. The marketing manager must take consumer behavior information and develop, evaluate and implement effective marketing strategies.

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Tues June 3     Demographics. Consumer research methods  Segmentation strategies.Psychographics.

Lifestyle marketing.

How culture affects consumers.

Vals II.

                        Chap  15, 16  Guide on segmentation

                         Bring Guide to class next time.

Thurs June 5   Age segments.  Rituals, Culture trends.

                        Marketing to children.

Video of childrens ads.

Organize group project.

Product picked.

Questionnaire development.

Media and consumption pattern questions for next time.

                        Marketing to age segments.

Tues June 1     Lecture: Ethnic, racial, religious subcultures.       

                        Marketing to niche markets.

                        Asian/Hispanic  marketing.

                        Chap 11, 13

Thurs June 12 Culture talk show.

Income and social class factors in consumer  behavior. Reference Groups. Opinion leaders. People who influence our decision to buy

                        Chap 10.,Chap 12, 15

Tues June 17   Lecture:Organizational and household decision making.The role of the family. 

                        Lecture. Theories of Consumer Behavior/ decision process. Review for midterm

Thurs June 19  Midterm.

   .

Tues June 24   Theories of Consumer Behavior

Perception. The perception process. Sensory thresholds. Body language, verbal, non verbal taste, touch, vision, sound, smell, touch.

Motivation, Values and Involvement. Why do people buy things. Drive Theory. Expectancy

Thurs June 26 Decision Process.

                        How to get a consumer to choose based on appeals.

                        How to change attitudes. Source credibility.

                        Celebrities. Advertising/Images.  Group work

July 1              Decision making. Individual methods.

                        Purchase and postpurchase behavior.

                        Chap 8.9

Thurs July 3    Presentations

Tues July   8   REVIEW

Thurs July 10  Final exam

Grading Criteria

Midterm                 100 points

Final                       100 points

Project

Final Presentation

report                       50

Oral Presentation      9

Childrens Ads           2

Ethnic ads                 2

Theory /questions     2

Theory game             4

There are 268 total points.

A   = 250-268

A-  = 238-250

B+ = 233-237

B    = 225-232

B-   = 212-224

C+  = 206-211

C    = 188-205

C-   = 185-187

D+  = 180-184

D    = 177-179

D-   = 159-178

             MKTG 431         MKTG 432         MKTG 434           MKTG 787 

                        MKTG 862          MKTG 867           MKTG 869

Marketing 633

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