MM31420 - CONSUMER BEHAVIOUR

Module Identifier

MM31420

Module Title

CONSUMER BEHAVIOUR

Academic Year

2007/2008

Co-ordinator

Mr Richard D Godfrey

Semester

Semester 2

Pre-Requisite

MM34710 , MM30710

Course delivery

Lecture

Seminars / Tutorials

4 x 1 hour per student

Assessment

Assessment Type	Assessment Length/Details	Proportion
Semester Exam	2 Hours	50%
Semester Assessment	Individual coursework: comprising 1 essay of 2500 words	50%
Supplementary Exam	2 Hours	50%
Supplementary Assessment	A student must (re)submit any element of assessed work that previously was failed	50%

Learning outcomes

On successful completion of this module students should be able to:

Synthesize different theoretical perspectives on the 'Self' and how these relate to consumer behaviour.

Synthesize and evaluate different psychological perspectives on how, where, when, what and why individuals consume.

Synthesize views of the consumer as an individual, their individual needs and motivations, recognizing both the rational and emotional bases of many consumer actions.

Describe and evaluate different socio-cultural perspectives on how, where, when, what and why individuals and groups consume.

Demonstrate an understanding of the consumer as a social being, their social needs, motivations, and positions within social structures and how these will inform their consumption decisions.

Demonstrate an understanding of the relationship between the self and society and how this interrelationship informs consumption decisions.

Aims

This module aims to develop student's knowledge and understanding of the fundamental principles and theories involved in consumer behaviour process within a marketing context. The lectures and seminars will introduce the role that consumer behaviour plays within the development, application and solution of practical marketing problems. The net outcome is to demonstrate an understanding about the world. It builds on understanding acquired in the Marketing Management andf Marketing Research modules.

Brief description

The study of consumer behaviour is still a very much evolving part of the marketing discipline. It focuses on how end consumers and business consumers make decisions to spend their available resources such as time, money, effort on consumption related items. That includes what they buy, why the buy it, where they buy it, how often they buy it and how often they use it.

Content

Part 1: Introduction to Consumer Behaviour

Part 2: The Psychology of Consumption

Freud, Psychoanalysis & the "Self"
Motivation, Values & Involvement
Learning & Memory
Perception & Attitudes

Part 3: The Sociology of Consumption

Consumer Culture Theory
Consumption, Gender & the Body
Age, Race & Consumption

Part 4: Towards a Psychosocial View of Consumption

Lifestyle Marketing

Module Skills

Problem solving	Identify problems. Identify factors which might influence potential solutions. Develop creative thinking approaches to problem solving. Evaluate advantages and disadvantages of potential solutions. Construct a rational response to a problem.
Research skills	Understand a range of research methods. Plan and carry out research.
Communication	Read in different contexts and for different purposes. Write for different purposes and audiences.
Information Technology	Use a range of commonly used software packages. Present information and data. Use e-mail/internet appropriately and effectively.
Personal Development and Career planning	Develop awareness of personal skills, beliefs and qualities in relation to course/career progression.
Subject Specific Skills	Students will develop their knowledge and research skills in understanding a range of consumer behaviour issues, for example: motivation, attitudes and values, the place of social structures in informing consumer identities, and so on.

Reading Lists

Books
** Recommended Text
Schiffman, L G and L L Kanuk (2004) Consumer Behaviour 8th Edition. Prentice Hall: New Jersey
Solomon, M R, Bamossy, G and S Askegaard (2002) Consumer Behaviour - A European Perspective 2nd Edition. Prentice Hall: England

Notes

This module is at CQFW Level 6