On successful completion of this module students should be able to:
Define the key terms in consumer behaviour
Appraise the context of consumer behaviour
Apply the elements of consumer behaviour to a marketing problem
Evaluate and apply the importance of each aspect of consumer behaviour to an organisational
Brief description
This module will be core to the marketing route of the Marketing in Management programme. The focus will be on appraising the complexity of the buying variables and the challenges that presents for the marketing managers. This is especially important given the impact of globalisation and the conflicts in customisation of products/services.
Content
1. The context and importance of consumer behaviour.
2. The consumer as an individual.
3. The consumer buying process.
4. The organisational buying process.
5. The impact of culture and subculture.
Module Skills
Reading Lists
Books ** Recommended Text
H Assael Consumer Behaviour, A Strategic Approach ** Supplementary Text
D I Hawlden, R J Best and K A Coney Consumer Behaviour: Implications for Marketing Strategy E J Arnould, L L Price and G Zinkham Consumers L G Schiffman and L L Kanuk Consumer Behaviour Consumers and marketing journals as appropriate