Lesson Plan for Senior Secondary 1 - Marketing - Consumer Behaviour Ii

**Lesson Plan: Marketing - Consumer Behaviour II** **Class**: Senior Secondary 1 **Subject**: Marketing **Topic**: Consumer Behaviour II **Duration**: 60 minutes --- ### **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. --- ### **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. --- **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.