Abstract
Consumer behaviour explores the consumer decision-making process. This process is affected by situational, internal and external factors. This subject is designed to help the student see consumer behaviour from the marketer's perspective. Therefore, students will be able to link consumer behaviour theory to marketing strategy.
Syllabus
Introduction to consumer behaviour including behavioural economicsSituational influencesThe five stage decision-making processInternal and external factors affecting consumer behaviour, including: motivation, personality, perception, learning and memoryThe nature of attitudes, attitude formation and changePsychographics and demographicsGroup dynamics and consumer reference groupsHousehold and organisational buyingSocial classThe influence of culture, subculture and cross-cultural aspects … For more content click the Read More button below.
Learning outcomes
Upon successful completion of this subject, students should:
1.
be able to identify the components of consumer behaviour models and illustrate how those components work together;
2.
be able to gather and interpret information from a range of academic and industry sources related to consumer behaviour;
3.
be able to predict consumer behaviour using relevant theoretical models;
4.
be able to apply consumer behaviour models to a range of diverse, real life situations for an organisation's marketing strategy; and
5.
be able to identify and describe the behaviour of consumers in the marketplace.
Assumed knowledge
Nil