Module Identifier MM31420  
Academic Year 2006/2007  
Co-ordinator Mr Richard D Godfrey  
Semester Semester 1  
Co-Requisite MM30710  
Course delivery Lecture   20 Hours.  
  Seminars / Tutorials   4 Hours. 4 per student  
Assessment TypeAssessment Length/DetailsProportion
Semester Exam1.5 Hours  50%
Semester Assessment One piece of course work to be submitted, a group report based on a test of consumer behaviour  50%
Supplementary Exam2 Hours  100%

Learning outcomes

On successful completion of this module students should be able to:
To analyse the key aspects of consumer behaviour
To demonstrate an understanding of consumer as an individual, their needs and motivations, recognising both the rational and emotional bases of many consumer actions
to examine the impact of groups and social processes on the consumer
To evaluate involvement theory and its applications to marketing practice
To examine consumer attitudes, communication and media strategy and links consumers as individuals to the world and people around them
To demonstrate an understanding of the role of buyer behaviour in the society and various aspects of consumer decision making


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 of consumer and how to go about researching, describing and understanding the world in real life marketing.

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 to Consumer Behaviour
Digital Revolution and Consumer Behaviour
Consumer Research and Market Segmentation
Consumer Motivation, Involvement and Personality
Consumer Perception, Interpretation, Learning and Memory
Interactive Communication, Consumer Attitude Formation and Change
The Self, Reference Groups, European Family Structure, Family Influences
Opinion Leadership, Income and Social Class
The Influence of Culture, Lifestyles, European Cultures and Subcultures
Cross Cultural Consumer Behaviour: An Internatinal Perspective
Cultural Change Processes and the Diffusion of Innovations
Consumer Influence, the Diffusion of Innovations, Household and Consumer Decision Making
The Future Customer and Consumer

Transferable skills

To be able to research and gather information
To work independently and as part of a team
To apply consumer behaviour concepts to marketing campaigns.

Reading Lists

** Recommended Text
Solomon, M. R., Bamossy, G. and Askegaard, S. (2006) Consumer Behaviour - A European Perspective 3rd edition. Prentice Hall: England


This module is at CQFW Level 6