Module code: MAR7011-A
To develop a critical understanding of the nature of, and influences on, consumer behaviour. To enable students to be able to critically discuss consumer behaviour concepts within the context of marketing management and in a wider, societal context, through experience in the use of models, frameworks and techniques.
The nature of consumer behaviour; consumer research; the context of consumption; consumer culture and meaning; consumers as interpreters (e.g. motivation, involvement, learning, attitudes, self-concept, personality); consumers in a social context (e.g. social class, lifestyle, groups); consumer action (e.g. innovation, satisfaction, deviance, disposition).
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