Module:Consumer Behaviour

Module details

  • Module code

  • Module leader

    Dr Beverley Hill
  • Module Level

  • Module credits

  • Min study time

    150 hours
  • Contact hrs

    30 hours

Module content

  • Consumer Society and Consumer Culture;
  • Consumer’s Decision Making and Satisfaction;
  • The Perception Process;
  • Personality and Self;
  • Consumer’s Values and Motivation;
  • Behavioural Learning, Attitude Formation and Change;
  • Social Groups and Opinion Leadership;
  • Demographics and Household Decision Making;
  • Economic Behaviour and Social Class;
  • Cultural Influences on Consumer Behaviour.

Module outcomes

To achieve credit for this module, students must be able to:

  1. Evaluate how consumers as individuals and groups behave throughout the consumption process.
  2. Analyse how consumer behaviour can affect marketing decisions made by businesses and organisations.
  3. Critique the consumption processes in classroom activities and within assessments.


Assessment Description Weighting
Coursework 1 Essay on the theories of consumer behaviour (1500 words) 60%
Coursework 2 Poster exploring the effects of marketing (1000 words) 40%

Assessments may differ in 2021/22 due to adjustments for Covid-19. Please check Gateway for the latest regulations.