Gwybodaeth Modiwlau

Module Identifier
Module Title
Consumer Behaviour
Academic Year
Semester 1
Also available in
Other Staff

Course Delivery

Delivery Type Delivery length / details
Lecture 10 x 2 Hour Lectures
Seminar 6 x 1 Hour Seminars


Assessment Type Assessment length / details Proportion
Semester Exam 2 Hours   Unseen written examination  50%
Semester Assessment Individual coursework: comprising 1 essay of 2500 words  50%
Supplementary Exam 2 Hours   Unseen written examination  Repeat failed element  50%
Supplementary Assessment Individual coursework: comprising 1 essay of 2500 words  Repeat failed element  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.


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.


Introduction (First Lecture)

Part 1: Foundations of Consumer Behaviour

  • Behavioural processes
  • Behavioural outcomes
Part 2: Psychological influences on consumerism

  • Emotional processes
  • Cognitive processes
  • Personality and Self
Part 3: Social influences on consumerism

  • Reference groups
  • Virtual groups

Revision (Final Lecture)

Module Skills

Skills Type Skills details
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.
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.
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.


This module is at CQFW Level 6