Module
Consumer Behaviour
- Module code
- 3081
- Module leader
- Dr Sarah Maddock
- Module level
- 6
- Module credits
- 15
- Prerequisites
- Min study time
- 150 hours
- Contact Hrs within study time
- 30 hours
- Teaching period
- Semester 2
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:
- Evaluate how consumers as individuals and groups behave throughout the consumption process.
- Analyse how consumer behaviour can affect marketing decisions made by businesses and organisations.
- Critique the consumption processes in classroom activities and within assessments.
Assessment
| Assessment | Description | Weighting |
|---|---|---|
| Coursework | Essay | 50% |
| Examination | Unseen exam | 50% |
Key texts
Students should be familiar with the content of the following:
- Solomon M.R.; Bamossy, G.; Askegaard, S.;Hogg, M. K. (2013) Consumer Behaviour: a European perspective, 5th ed. Prentice Hall.
Supporting texts
- Schiffman, L. G.; Kanuk, L.L. Hansen, H.; (2012) Consumer Behaviour: a European outlook, 2nd ed. Financial Times Prentice Hall;
- Foxall, G.; Evans, M.; Jamal, A.; (2009) Consumer Behaviour 2nd ed. John Wiley;
- Maclaran, P. and Parsons, E. (2009) Contemporary issues in marketing and consumer behaviour Butterworth-Heinemann.
- Journal of Consumer Behaviour: An International Research Review (available as an electronic journal and library copy).