This module aims to: 1. To provide the student with a comprehensive description of consumer’s behaviour in individual and group contexts.2. To explain how consumers make decisions.3. To illustrate how consumer behaviour variables are used in marketing practice.4. To offer examples of the successful application of consumer behaviour theory in marketing practice.
An historical context for understanding consumption.
The consumer as an individual
Consumer decision making and involvement. The concept of self. Consumer needs and motivation, personality, perception, learning, attitudes and attitude change.
The consumer in the social and cultural setting
Group dynamics, reference groups, the family, social class, culture, subcultures, cross-cultural consumer behaviour. The impact of globalisation on consumer behaviour.
Contemporary Trends and Issues in Consumer Behaviour
|Module Content & Assessment