1. To provide the student with a comprehensive description of consumer behaviour in socio-cultural contexts.2. To illustrate how socio-cultural variables are used in marketing practice.3. To offer examples of the successful application of socio-cultural behaviour theory in marketing practice
Introduction: Sociology and cultural study
The theories underlying sociological and cultural study
Family Structures and Decision-making
Families as consumers, decison-making in the family, children as consumers.
Social Stratification
Social class and consumption; social status and consumption.
Age Sub-cultures
The consumer behaviour of older consumers, teenagers, generation X and baby boomers
Culture and Consumer Behaviour
Culture and consumption; consumption rituals; the nature of consumer society. Cultural change processes.
Consumer Lifestyles
Lifestyles and consumption choices. Influences on consumer lifestyles.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 30 |
| Formal Examination | 70 |