1. To provide the student with a comprehensive description of individual buyer behaviour2. To explain how consumers make decisions.3. To illustrate how buyer behaviour variables are used in marketing practice.4. To offer examples of the successful application of buyer behaviour theory in marketing practice.
Introduction: The Nature of Consumer Psychology
Understanding the consumer as an individual, Consumers' impact on marketing
Decision-making
Consumer decision-making and involvement
Consumer Perception
Perception theory and application in advertising
Learning and information processing
Learning theory
Consumer attitudes
Attitude formation, measurement and change
Motivation
Consumer motivation and values
The Self
The self, self-concept, gender and body image
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 30 |
| Formal Examination | 70 |