University of Texas at Dallas

Graduate School of Management

Spring 2006

Course: MKT 6220.555, Consumer Behavior

Time: Tuesday, 6:00-9:45 pm
Room: 2.116
Professor: Dr. Kristi Saveraid-Kite
Office: SM3.621
Phone: 972-883-2051 (leave message)
E-mail: kkite1@comcast.net
Office Hours: Tuesday, 5-6 pm, by appointment

Textbook Consumer Behavior, 2001, 9th Edition, by Blackwell, Miniard, and Engel.

Course Description
The objective of this course is to study how consumers make purchase decisions. It will focus on identifying
the activities included in consumer behavior and how consumer analysts monitor consumer trends. Various
methods of consumer research allow all of us to observe record and analyze a variety of consumer reactions,
behaviors, and characteristics. Understanding consumer behavior is a prerequisite for the success of firms in
the marketplace. It provides insights into product, pricing, retail, advertising, and communication strategies.
All aspects of consumer behavior will be examined.

Attendance and Participation

Attendance in class is required for all involvement exercises. One must arrive to class on time.

Policies and Procedure

Final grade will be based on mid-term exam, final exam, two article reviews, case studies, participation, and
attendance. All assignments must be turned in or completed on the assigned date. Makeup tests will be
permitted only with an excuse valid and acceptable to UTD.

Academic Dishonesty
The University of Texas at Dallas has procedures to deal with students who commit acts of academic
dishonesty. Academic dishonesty includes cheating, plagiarizing, submitting for credit any work
attributable to another party, taking an exam for another person. Plagiarism is a serious offense and
points will be deducted for committing it. All assignments handed in must represent your original
work or ideas. If any words or ideas used in the class assignments do not represent your original
words or ideas, you must cite all relevant sources and make clear the extent to which such sources
were used.
Course Outline

Date Topic Assignments Due

January 10 Course Introduction/Syllabus Class Case Studies

January 17 Consumer Behavior, Research, & Analysis Chapters 1-2

Class Case Study

January 24 Consumer Decision Process, Prepurchase Process Chapters 3-4

Research Journal Abstract

January 31 Mid-Term Exam Chapters 1-4

Demographics, Psychographics, & Personality Chapters 7

February 7 Small Group Presentation Consumer Comparison Project

Consumer Motivation Chapter 8

February 14 Individual Presentation Consumer Behavior Research Paper

Consumer Knowledge Chapter 9

February 24 Individual Presentation Consumer Behavior Research Paper

Consumer Intention, Attitudes, & Beliefs Chapter 10

February 28 Final Exam Chapters 7-10

*Course outline is subject to change.

Group Case Studies
Group case study groups will consist of 5-6 students. Each group will be given an in-depth case study in
which you will be required to develop a professionally typed and organized paper to hand in, as well as
present to the class. Further details will follow.

Journal Resources:
Journal of Consumer Research
Journal of Marketing
International Journal of Research in Marketing

Exams
Midterm and final exam will consist of multiple choice and essay questions. Details of the exams will be
discussed in further detail later in the semester.

Grade System
Research Journal Abstract 25 pts.
Small Group Comparison Project 25 pts.
Exams (2 @ 40 pts. ea). 80 pts.
Research Paper & Presentation 40 pts.
170 Total Points
MKT 6220

Research Journal Abstract

Name or Title

I. Purpose of the Study

II. Hypothesis Statement
III. Methodology
IV. Sample
V. Results
VI. Discussion
VII. References
MKT 6220
Consumer Behavior Group Project

The purpose of this mini project is to increase your understanding of the roles of personal, social and
situational factors in consumer behavior.

1. With other members of your class, select one of the following product categories (or some other
product of your choice):

• Hairspray
• Large appliances such as refrigerators or washing machines
• Children clothing
• Banking
• Fine jewelry

2. Visit three stores or locations where the product may be purchased. (Try to select three that are very
different from each other.) Observe and make notes on the elements of each retail environment.

3. At each of the three locations, observe people purchasing the product. Make notes about their
characteristics (age, race, gender, and so on), their social class, and their actions in the store in
relation to the product.

4. Prepare a report for your class describing the situational variable and individual consumer differences
between the three stores and how they relate to the purchase of the product.

5. Present your findings to your class.