Consumer Behaviour

The details
Essex Business School
Southend Campus
Undergraduate: Level 5
Thursday 05 October 2023
Friday 15 December 2023
09 August 2023


Requisites for this module



Key module for

BSC N501 Marketing,
BSC N502 Marketing (Including Year Abroad),
BSC N504 Marketing (Including Placement Year),
BSC N505 Marketing (Including Foundation Year),
BSC N505CO Marketing (Including Foundation Year),
BSC N832 Tourism Management,
BSC N834 Tourism Management (Including Placement Year)

Module description

This module introduces students to the study of consumer behaviour. The module examines the various determinants of consumer behaviour, introduces and examines the theories of consumer behaviour and their application to managerial decision-making.

Module aims

The aim of this module is:

  • To enable students to develop a critical understanding of the importance of studying and understanding consumer behaviour and its role and contribution to the marketing function.

Module learning outcomes

By the end of this module, students will be expected to be able to:

  1. Develop a critical understanding of the consumer as an individual, the motivations to buy and the cognitive processes governing the buyer behaviour.

  2. Explore the role and nature of consumer characteristics such as demographics and psychographics and their implications for consumption behaviour and for marketers.

  3. Become aware of the social dimensions of consumer behaviour and the influence of friends, family and reference groups on consumption.

  4. Appreciate the impact of culture and subcultures on consumer behaviour.

  5. Understand to integrate theories and concepts of buyer behaviour and their implications for new product diffusion and adoption, loyalty and repeat purchase, relationship marketing and consumer misbehaviour.

  6. Build an understanding of consumer behaviour through new product testing, and advertising, distribution and pricing research.

Module information

In addition, this module builds an appreciation of understanding consumer behaviour in areas of new product testing, and advertising, distribution and pricing research. The module will draw upon theories of consumer behaviour and the key concepts to structure the sessions and their content.

Learning and teaching methods

This module will be delivered via:

  • One 1-hour lecture per week.
  • One 1-hour seminar per week.
  • One revision lecture in the summer.

The learning and teaching methods for the module will use a combination of:

- Lectures from the departmental staff and guest speakers.
- Discussion of case studies and journal articles.
- Class exercises.
- Individual and group work.
- Signposting to additional resources.

The lectures will be developed around the key concepts as mentioned in the indicative course content and will use a range of live examples and cases from business practice to demonstrate the application of theoretical concepts.

Class exercises will be built into the lectures to develop critical analytical and problem solving skills. 

Seminars will discuss case studies, marketing problems, journal articles.


The above list is indicative of the essential reading for the course.
The library makes provision for all reading list items, with digital provision where possible, and these resources are shared between students.
Further reading can be obtained from this module's reading list.

Assessment items, weightings and deadlines

Coursework / exam Description Deadline Coursework weighting
Coursework   Individual Report  24/01/2024  100% 

Exam format definitions

  • Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
  • In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
  • In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
  • In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary, for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.

Your department will provide further guidance before your exams.

Overall assessment

Coursework Exam
100% 0%


Coursework Exam
100% 0%
Module supervisor and teaching staff
Prof George Chryssochoidis, email:
Prof. Georgios Chryssochoidis



External examiner

Dr Farhana Sajjad
University of Surrey
Senior Lecturer
Available via Moodle
Of 18 hours, 18 (100%) hours available to students:
0 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s), module, or event type.


Further information
Essex Business School

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