**Lesson Plan: Marketing - Consumer Behaviour II**
**Class**: Senior Secondary 1
**Subject**: Marketing
**Topic**: Consumer Behaviour II
**Duration**: 60 minutes
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### **Learning Objectives**
By the end of the lesson, students will be able to:
1. Understand and explain the different factors that influence consumer behavior.
2. Identify and analyze the stages of the consumer decision-making process.
3. Apply consumer behavior concepts to real-world marketing problems.
### **Materials Needed**
- Whiteboard and markers
- Projector and computer for video or presentation slides
- Handouts with key points and activities
- Case study (print or digital)
- Assignment sheets
### **Lesson Structure**
#### **Introduction (10 minutes)**
1. **Greeting and Settle Down (2 minutes)**
- Welcome students to the class.
- Quick recap of the last class on Consumer Behaviour I.
2. **Warm-Up Activity (3 minutes)**
- Question: "What is the most recent purchase you made, and why did you choose that particular product?"
3. **Review of Previous Lesson (5 minutes)**
- Quick review of Consumer Behaviour basics discussed in the previous class, including needs, motivations, and perception.
#### **Body (40 minutes)**
1. **Influencing Factors of Consumer Behaviour (15 minutes)**
- **Personal Factors**: Age, occupation, lifestyle, personality, and self-concept.
- **Psychological Factors**: Motivation, perception, learning, beliefs, and attitudes.
- **Social Factors**: Family, roles and status, reference groups, and social networks.
- **Cultural Factors**: Culture, subculture, social class.
- **Activity**: In pairs, students discuss how these factors have influenced their own recent purchase decisions (5 minutes).
2. **Stages of the Consumer Decision-Making Process (15 minutes)**
- Explain the following stages:
- **Problem Recognition**: Identifying the need or problem.
- **Information Search**: Looking for information about products or services.
- **Evaluation of Alternatives**: Comparing different products or brands.
- **Purchase Decision**: Making the actual purchase.
- **Post-Purchase Behavior**: Reflecting on the purchase decision, including satisfaction and buyer's remorse.
- **Group Activity**: Hand out a case study where students need to identify and discuss the stages of decision-making described (10 minutes).
3. **Real-World Application (10 minutes)**
- Show a brief video of a well-known ad campaign.
- In small groups, students analyze the ad: Which consumer behaviour factors were targeted? At which stages of the decision-making process was the ad aimed?
- Groups present their findings.
#### **Conclusion (10 minutes)**
1. **Summary of Key Points (5 minutes)**
- Recap the main factors influencing consumer behavior.
- Reinforce understanding of the consumer decision-making process.
2. **Q&A Session (3 minutes)**
- Address any questions or clarifications from the students.
3. **Assignment and Homework (2 minutes)**
- Distribute assignment sheets: "Interview a family member about a recent purchase and analyze their behavior according to the factors and stages discussed."
- Explain that this will be due next class.
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### **Assessment**
- Participation in discussion and case study activities.
- Understanding demonstrated in group presentations.
- Quality and depth of analysis in the homework assignment.
### **Extensions**
For advanced students or additional class sessions:
- Deep dive into consumer psychology theories.
- Market research project where students survey peers about purchasing behavior.
### **Resources**
- Textbook chapters on Consumer Behaviour.
- Online articles and videos on recent marketing trends and ads.
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**Notes:**
- Encourage real-world examples to make the lesson relatable.
- Ensure active participation and collaboration among students.
- Flexibility to adapt based on the pace and understanding of the students.