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UNIVERSITI TEKNOLOGI MARA
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Course Name (English)
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UNDERSTANDING SHOPPERS
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| Course Code |
RET538 |
| Course Description |
This course examines the behavioural concepts and theories as well as their applications in the retailing area. The main aim of this course is to review the main areas of behavioural knowledge that are applicable to retailing in order for students to acquire a better understanding of the forces that produce specific behaviour by shoppers/consumers |
| Transferable Skills |
Understanding consumers behaviour in retail context
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| Teaching Methodologies |
Lectures, Tutorial, Discussion |
| CLO |
| CLO1 |
Discuss the theories and principles in understanding shoppers. |
| CLO2 |
Solving shoppers’ behavior problems and challenges in retail business |
| CLO3 |
Organize information management and retrival related to shoppers’ behavior in retail business |
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| Pre-Requisite Courses |
No course recommendations |
| Topics |
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1. 1. Introduction to shopper behaviour
1.1) 1.1 Diversity of shopper behavior.
1.2) 1.2 Definitions of shopper behavior.
1.3) 1.3 Personal shoppers vs. Organizational shoppers
1.4) 1.4 Technology enriches the exchange between shopper and retailers
1.5) 1.5 Technology enriches the exchange between consumers and retailers
1.6) 1.6 Customer value, satisfaction and retention
1.7) 1.7Understanding shopper is interdisciplinary
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2. 2. Shopper needs and motivation
2.1) 1 The dynamics of motivation
2.2) 2.2 Systems of needs
2.3) • Murry’s list of psychogenic needs
2.4) • Maslow’ hierarchy of needs
2.5) • A trio of needs
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3. 3. Shopper Personality
3.1) 3.1 The facets of personality
3.2) 3.2 Theories of personality
3.3) * Freudian
3.4) * Neo Freudian
3.5) * Trait theory
3.6) 3.3 Personality traits and shopper behaviour
3.7) 3.4. Product and brand personification
3.8) 3.5 The self and self-image
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4. 4. Perception
4.1) 4.1 The elements of perception
4.2) 4.2 Perceptual organization
4.3) 4.3 Perceptual organization
4.4) 4.4 Perceptual interpretation
4.5) 4.5 Shopper Imagery
4.6) 4.6 Perceived quality
4.7) 4.7 Perceived risk
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5. 5. Learning
5.1) 5.1 The elements of learning
5.2) 5.2 Behavioral learning theories
5.3) * Classical conditioning
5.4) * Instrumental Conditional Theory
5.5) * Observational Theory
5.6) * Cognitive Learning Theory
5.7) 5.3 Application of learning theories in retailing
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6. 6. Attitude formation and change
6.1) 6.1 Attitudes and their formation
6.2) 6.2 The tri-component attitude model
6.3) 6.3 Multi-Attribute attitude model
6.4) 6.4 Changing the motivational function of attitude
6.5) 6.5 Strategies of attitude change for retailer
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7. 7.0 Persuading shoppers
7.1) 7.1 The communication process
7.2) 7.2 Broadcasting vs. narrowcasting
7.3) 7.3 Persuasive advertising appeals
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8. Group dynamics
8.1) N/A
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9. Family
9.1) N/A
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10. Culture and subculture
10.1) N/A
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11. Opinion leadership
11.1) N/A
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12. Social class
12.1) N/A
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13. Diffusion of innovations
13.1) N/A
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| Assessment Breakdown | % |
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| Continuous Assessment | 100.00% |
| Details of Continuous Assessment |
| Assessment Type |
Assessment Description |
% of Total Mark |
CLO |
| Group Project |
Presentation |
10% |
CLO3
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| Group Project |
Infographic Report |
30% |
CLO2
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| Group Project |
Written report |
30% |
CLO3
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| Test |
TEST |
30% |
CLO1
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| Reading List | | Recommended Text | - Schiffman Leon, G. & Wisenbilt, Joseph L 2015, Consumer behaviour, 11 Ed., Pearson Education Inc.
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| Reference Book Resources | - Solomon, Michael R, 2018, Consumer Behavior: Buying, Having, and Being, 12 Ed., Pearson Education International
- Blackwell, Roger D, Miniard and Engel, 2006, Consumer Behavior, 10 Ed., Thomson Southwestern
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| Article/Paper List | This Course does not have any article/paper resources |
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| Other References | This Course does not have any other resources |
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