Module Overview

Consumer Behaviour

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.

Module Code

BEHV H3005

ECTS Credits


*Curricular information is subject to change


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

Contemporary Trends and Issues in Consumer Behaviour

Module Content & Assessment
Assessment Breakdown %
Other Assessment(s)30
Formal Examination70