Consumer Behaviour

This module provides an overview of consumer behaviour in contemporary society. It focuses on the study of the decision-making processes involved in the purchasing and consumption of products, services, experiences and ideas. The aim of the module is to explain how understanding of consumer behaviour is central to customer satisfaction and,  consequently, essential to any successful marketing strategy. 

1. Discuss the basic concepts, theories and models which apply to the field of consumer behaviour and their implications for marketing strategy.

2. Outline and analyse the decision-making processes that individuals undertake in the acquisition, consumption and disposal of goods, services, experiences and ideas.

3. Evaluate the role played by the various factors that affect buying behaviour and consumption.

4. Appraise marketing strategies and tactics that derive from theories in buyer behaviour.

5. Reflect on and interpret their own buying behaviour and consumption values, perceptions and actions and evaluate the consequences of their own actions and of collective consumer actions in our global society.