NATIONAL ECONOMICS UNIVERSITY SOCIALIST REPUBLIC OF VIETN

SCHOOL OF BUSINESS Independence – Freedom – Happin

CONSUMER BEHAVIOR SYLLABUS

(General Course Syllabus)

1. GENERAL INFORMATION
Title: Consumer Behavior
Course number:
General Education courses
Units: 4 credits
- Theoretical hours: 25 x 50 minutes = 20.8 hours
- Practical hours: 20 x 50 minutes = 16.6 hours
Prerequisite: Have taken former marketing course

2. LECTURER’S INFORMATION
Full name: Tran Hong Nhung Tittle: MBA
Address: Phone number: 098 999 5930
Email: nhungmkt@neu.edu.vn
Faculty/ Institute: Marketing

3. COURSE DESCRIPTIONS
The contents focuses on introducing the scientific theories of consumer behavior and the role of its
research in marketing, studying the main groups of factors affecting consumer behavior in the
process of consuming and using the product. On the basis, this will discuss about the application of
understanding consumer insight on decision-making in policies and marketing tools in practice.

4. LEARNING RESOURCES : COURSE BOOKS, REFERENCE BOOKS, AND

SOFTWARES
1. David L. Loudon & Albert J. Della Bitta: Consumer Behavior: Concepts and Applications,
4th edition, by McGraw-Hill, Inc., 1993
2. Del I. Hawkins, Roger J. Best & Kenneth A. Coney: Consumer Behavior: Implications for
Marketing Strategy, 4th edition, by Richard D. Irwin, Inc., 1989
3. Harold W. Berkman, Jay D. Linquist, M. Joseph Sirgy: Consumer Behavior, by NTC

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 Business Books, 1997
4. Michael R. Solomon: Consumer Behavior: Buying, Having and Being, 7th edition, by
Pearson Education, Inc., 2007
5. Peter J. Paul & Jerry C. Olson: Consumer Behavior and Marketing Strategy, 4th edition, the
McGraw-Hill Companies, Inc., 1996
6. Roger D. Blackwell, Paul W. Miniard& James F. Engel: Consumer Behavior, 7th edition,
the Dryden Press, International Edition, 1993 and 10th edition, Thomson South-Western,
2006
7. Leon G. Schiffman and Leslie Lazar Kanuk: Consumer Behavior, 4th edition, Prentice –
Hall Inc., 1991
8. William G. Zikmund: Exploring Marketing Research, 5th edition, the Dryden Press, 1994
5. COURSE GOALS
This course provides learners a basic understanding of consumer behavior, the ability to do
research of consumer behavior for decision making in policy and marketing tools in practice. Thus,
learnerscan imagine the portrait of customers, then they could proceed to build customer profiles
for businesses.
Table 5.1: Course goals

The standard
outcome of the
Capacity
Goals Goals description training
qualification
program
(ACBSP)

G1 Remember the most basic concepts of objectives, I, II

research objects of behavioral science consumers, the PLO 1.2.3
process of formation and development of consumer
behavior science. Understand characteristics and
methods of customer behavior research.

G2 Apply some ways of exploiting factors in the PLO 1.2.3 II, III
formulation of marketing strategies for the business.

G3 Use creative thinking and critical thinking at a PLO 1.2.3 II, III, IV
simplified level for practical problems

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 G4 Evaluate the information and perform the assignments PLO 2.1 III, V
at personal level and group project

6. COURSE LEARNING OUTCOMES (CLO)

Be able to identify, understand and apply the dynamics of human behaviour and the basic factors
that influence the consumers decision process. Furthermore, learners will be able to analyze,
evaluate and demonstrate what concepts may be applied to marketing strategy.
Table6.1: Course learning outcomes
Course Course
goals learning Capacity
Course learning outcomes description
outcomes qualification
(CLOx.x)
G1 CLO1.1 Remember the most basic concepts of objectives, I
research objects of behavioral science
consumers, the process of formation and
development of consumer behavior science.
CLO1.2 Understand characteristics and methods of II
customer behavior research.
G2 CLO 2.1 Differentiate the external factors and internal II
factors that affect buying decision.
CLO 2.2 Formulate marketing strategies for the business. III
G3 CLO 3.1 Apply creative thinking at a simplified level to II, III
practical topic/problem
CLO 3.2 Apply the critical thinking (analysis, comparison III, IV
and contrast, reasoning and simplicity,
evaluation) to the simplicity of practical
problems.
G4 CLO 4.1 Collect information for the personal assignment III
or group project
CLO 4.2 Participate in group presentation V, VI

7. COURSE ASSESSMENT
The module is evaluated by scoring method with 3 components:
- 10% attendance: based on the level of diligence and enthusiasm of students at the class and in the
discussion.
- Examination / discussion / group exercises 20%: based on 1 test or 1 group exercise.
- 50% final exam: Based on the final exam.

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Final exam: The scheduled time is 90 minutes with 5 questions True / False with explanations (2
points); Five selected questions (a, b, c, d, e) (3 points); 1 questionnaire (2 points) and 1 short case
(3 points). However, the constructure of the test may be changed according to the university
regulations but it will be announced early thatwon’t be later than 3 weeks before the final exam.

Table 7.1: Course Assessment

Type of Assessment criteria Proportion
Content Week CLO
Assessment (%)

[1] [2] [3] [4] [5] [6]

Evaluating
participation of
Participation students in class,
1-15 10%
Assessment learning attitude and
teamwork

Applying the
understanding of
factors affecting
customer behavior and
CLO 1.1 – 1.2
then appling these
Mid-term CLO 2.1 – 2.2
Chapter 1-5 7, 8 knowledge in buying 20%
assessment CLO 3.1 – 3.2
motive, attitude and
CLO 4.2
behavior. This
test/group excercises
also testes the selling
skills of students

Evaluation of quality
Group CLO 4.1
Chap 1-7 13,14, 15 of group work 20%
exercises CLO 4.2
andpresentation

Final-term Chapter 1 - Covering all Final individual exam

After week 15 50%
Assessment 10 of CLO

8.LESSON PLAN
- Theoretical hours: 25 x 50 minutes = 20.8 hours
- Practical hours: 20 x 50 minutes = 16.6 hours
8.1. Theory lesson plan

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 Content CLO
Assessment

[2] [3] [5]

Chapter 1
I. The objectives and the content of consumer behavior research CLO 1.1 Group
1. Challenges in business and the role of consumer behavior research excercise
2. The objectives of consumer behavior research CLO 1.2
3. The content of consumer behavior research
II. The characteristics and methods of customer behavior
research
1. The characteristics
2. Methods
III. The application of consumer behavior research
1. Application range
2. The relationship between marketing strategy and consumer
behavior

IV. Basic concepts and basic theses when studying consumer CLO 1.1
behavior CLO 2.1
1. The basic concepts
2. The basic theses

Chaper 2
I. The overview of culture
1. Basic concepts of culture
2. The basic characteristics of culture
3. The meaning of cultural studies on consumer behavior
4. The process of perceiving culture of the individual
II. Cultural factors affect consumer behavior
1. Value groups
2. Standard groups
3. Traditions, customs and habits

Chaper 2
II. Cultural factors affect consumer behavior CLO 2.1
4. Symbols, artifacts
5. Differences in language
6. Some other factors
III. Cultural branch
1. An overview of cultural branch
3.2. Some cultural branches and typical consumer behavior

Chaper 3
I. The nature of social stratification
II. The variables which determine social class
1. The economic variables
2. The political variables
3. The interactive variables

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Chaper 3
III. The characteristics of social class CLO3.1
1. The system structure, hierarchy
2. Symbol of status
3. Equivocatory
4. Variety in size
5. Limited and dynamic

IV. Identify and classify social classes

1. Method of reputation
2. Subjective method
3. Objective method

Chaper 3
V. Social class and market segmentation CLO 2.1
1. Social class, income and lifestyle
2. Social class and the sample of consumer behavior
3. Social class and other issues
Chapter 4
I. An overview of the reference group
1. The definition
2. The influencing factors
II. Types of reference groups that affect consumer behavior
1. Group classification by the relationship level
2. Group classification by the level of influence
3. Group classification according to the influence trend
4. Group classification by organizational characteristics
5. Group classification according to "gravity" and attractiveness

Chapter 4
III. Reasons to accept the influence of the reference group CLO 2.1
1. The benefits of information
2. Beneficial benefits
3. The benefits which indicate value
IV. The influence reference group on customer behavior
1. Nature
2. Some kinds of influence

Chapter 5
I. Family as an unit buying and consuming goods
1. The definition
2. The function of family and how it affects consumption

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Chapter 5 Mid- term
II. Family life cycle and buying behavior in each stage CLO 1.1 test
1. The definition
2. The stages in typical PLC CLO 2.1
III. The role of family members in buying decisions
1. Family decision-making process
2. The role of family members
3. Other factors
IV. Transformational tendencies of the family model in modern
life
1. The social trends which affect family
2. Changes in family and consumer behavior

Chapter 6
I. Personality concept CLO 1.1
II. Theories of personality
1. Freudian psychoanalytic theory CLO 2.1
2. Freudian modernism theory
3. Characteristics theory
III. Exploit the personality factor when making marketing
decisions
1. Personality and the use of trademark / product
2. Personality patterns and consumption
3. Introvert and extrovert personality

Chapter 7
I. An overview of motive CLO 3.1
1. The concepts, the nature and the role of motive
2. Objectives of the study CLO 3.2
3. The mechanism that affects consumer behavior
II. Types of buying motive
1. Practical motive
2. The motive that runs toward beauty
3. The motive that runs toward a new one
4. The emotional motive
5. The motive to buy cheap goods
6. The motive which wants to be different, stand out
7. Show-off motive that buys luxury goods
8. The competitive motive
9. The invidual satisfied passion motive

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Chapter 7
III. Fundamental theories of motivation affecting purchasing CLO 1.1
behavior
1. A. Maslow’s hierarchy of needs CLO 1.2
2. Z. Freud's psychoanalytic theory
IV. Marketing strategy that bases on understanding customer CLO 2.1
motivation
CLO 2.2
1. The application of A. Maslow’s hierarchy of needs in marketing
2. The application of Z. Freud's psychoanalytic theory
3. Other marketing strategies

Chapter 8
I. An overview of the level of consumer perception
1. The definition and meaning of consumer perception research
2. Categorizing consumer perception
3. The structure of consumer perception
4. Evaluating customer perception
II. Consumer perception process
1. The essence of information
2. How to process customer information
3. Activities in information process

Chapter 8
III. Some marketing applications on customer perception level CLO 1.1
1. Product positioning
2. Social media strategy CLO 1.2
3. Retail strategy CLO 2.1
4. Packaging and advertising CLO 2.2
5. Building label name
6. Evaluating the effectiveness of marketing communication

Chapter 9
I. An overview of attitude
1. The nature of attitude
2. The structure of attitude
3. The attribute of attitude
II. The formation of consumer attitude
III. The relationship between attitude and behavior
1. Measurement factors
2. Time distance
3. Experiences
4. The ability to retrieve information from memory
5. The influences from the society

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 Chapter 9 CLO 3.1
IV. Attitude research models CLO 3.2
1. Multivariate model of Fishbein
2. Ideal point model
V. Modes of impact to change attitudes
1. Changing brand belief
2. Changing the importance of attribute
3. Change the ideal point
VI. Estimate the effect of changing on attitudes

Chapter 10 CLO 2.1

I. Identify needs CLO 2.2
II. Factors that influences demand
1. Time
2. The changes from environmental circumstance
3. The synchronization requires of product
4. Product consumption
5. The effects of marketing
6. Personal differences
III. Seeking information process
1. Internal search
2. External search
IV. Making a purchase and its consequence
1. Making a purchase
2. The consequence of purchasing

Presentation group project CLO 4.1 Group

CLO 4.2 presentation

-
- 8.2 Practical lessons

CLO
Content Assessment

[2] [3] [5]

Join in discussion to get extra points CLO 3.1 Short presentation
CLO 3.2
Choosing a kind of product or service, collecting CLO 4.1 Presentation
information then applying knowledge of customer CLO 4.2
behavior to solve their problems or to assess their
activities.

9. COURSE REQUIREMENT & EXPECTATION

9.1. Regulations of class attending

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- Students are responsible for attending the class. In case of absence, there must be sufficient and
reasonable proof.

- Students absenting for more than 3 sessions, for whatever reason or for any reason, are considered
unsuccessful and must re-enroll.

9.2 Regulations of behavior in class

- The module is based on the principle of respecting learners and the instructor. Any behaviors that
affect teaching and learning process are strictly prohibited.

- Students must be on time. Students who are late more than 10 minutes after the start of class will
not be able to attend the class.

- Do not make noise nor affect other people in the learning process.

- Do not eat, chew gum, use equipment such as telephone, music player during learning hours.

- Notebooks, tablet computers are only used for the purpose of recording lectures, doing group
project.

10. DATED: ……………………..

FACULTY LECTURER

Tran Hong Nhung

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