Introductory description

The study of Consumer Behaviour is fundamental to the discipline of Marketing. An understanding of the psychological processes involved in decision-making and the various influences on these processes enable markers to develop effective strategies and managerially useful analyses.

Module web page

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

• Fundamental buyer behaviour concepts
• Consumer buying and brand loyalty
• Buyer behaviour models
• Psychological processes: rational decision making
• Application of buyer behaviour principles
• Critical analysis of consumer behaviour in organization and societal context
• Psychological processes: attitudes and learning
• Emotion-driven choice in market economy

Learning outcomes

By the end of the module, students should be able to:

• Analyse Consumer Behaviour issues facing academics and managers using appropriate frameworks.
• Develop marketing strategies based on these analyses.

Indicative reading list

Consumer Behavior, Twelfth edition, Leon G Schiffman (author), Joseph Wisenblit (author), Hardback (11 Mar 2018)

Subject specific skills

Demonstrate knowledge and understanding of consumer behaviour in different contexts.

Transferable skills

Use IT effectively effective oral and written communication of complex ideas and arguments demonstrate effective time management, team work and ability to continue to learn through reflection on practice and experience.