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. In addition, the 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.
The main aim of the 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.
INDICATIVE MODULE CONTENT
Definitional, conceptual and contextual issues:
Individual aspects of consumer behaviour
• Consumer motives and values
• Consumer response to marketing actions
• Attention, Perception and Interpretation
• Learning and Attitudes
• Purchase and post-purchase behaviour and response
• Consumer characteristics: demographics and psychographics
Social and group aspects of consumer behaviour
• Social group, tribal and household buying influences
• Culture and subculture
Integrated approaches to consumer behaviour
• New product buying
• Diffusion of Innovations
• Repeat, loyal and relational buying
• Understanding consumer behaviour through market research
LEARNING OUTCOMES
On successful completion of the module, at the end of the spring term, students should be able to:
• Develop a critical understanding of the consumer as an individual, the motivations to buy and the cognitive processes governing the buyer behaviour (A9,A10, B1,B2,B4,C2,C3,C4,C5,D1,D2,D5)
• Explore the role and nature of consumer characteristics such as demographics and psychographics and their implications for consumption behaviour and for marketers (A9, A10, B1,B2,B4,C2,C3,C4,C5,D1,D2,D5)
• Become aware of the social dimensions of consumer behaviour and the influence of friends, family and reference groups on consumption (A9, A10,B1,B2,B4,C2,C3,C4,C5,D1,D2,D5)
• Appreciate the impact of culture and subcultures on consumer behaviour (A9, A10, B1,B2,B4,C2,C3,C4,C5,D1,D2,D5)
• 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 (A9, A10,B1,B2,B4,C2,C3,C4,C5,D1,D2,D5)
• Build an understanding of consumer behaviour through new product testing, and advertising, distribution and pricing research (A5,A9, A10,B1,B2,B4,C2,C3,C4,C5,D1,D2,D5)
Skills for your professional life (Transferable Skills):
- Understanding psychological and sociological processes of consumer behaviour in different consumption and marketing environments;
- Developing critical insights into different stages of consumer behaviour in diverse consumption situations;