Consumer Behaviour

• • Week 1 - Introduction to consumer behaviour and consumer decision processes
  • Week 2 - Consumer decision processes 1
  • Week 3 - Consumer decision processes 2
  • Week 4 - Consumer decision processes 3
  • Week 5 - Perception
  • Week 6 - Learning and memory
  • Week 7 - Motivation, personality and emotion
  • Week 8 - Attitudes and attitude change
  • Week 9 - Segmentation and demographics; Social stratification
  • Week 10 - Family influences
  • Week 11 - Group influences and communication
  • Week 12 - Culture and cross-culture
  • Week 13 - Subject Review

You must either have successfully completed the following subject(s) before starting this subject, or currently be enrolled in the following subject(s) in a prior study period; or enrol in the following subject(s) to study prior to this subject:

one of

• TAS-BMA151-Principles of Marketing
• TAS-ZAA134-Business Marketing
• TAS-BMA251-Principles of Marketing (No longer available)

Please note that your enrolment in this subject is conditional on successful completion of these prerequisite subject(s). If you study the prerequisite subject(s) in the study period immediately prior to studying this subject, your result for the prerequisite subject(s) will not be finalised prior to the close of enrolment. In this situation, should you not complete your prerequisite subject(s) successfully you should not continue with your enrolment in this subject. If you are currently enrolled in the prerequisite subject(s) and believe you may not complete these all successfully, it is your responsibility to reschedule your study of this subject to give you time to re-attempt the prerequisite subject(s)

Additional requirements

No additional requirements

As consumers, we live in a constantly changing world, driven by fast-paced technological, social, cultural and economic developments, resulting in access to a wide array of new products and services. These rapidly changing social and market factors significantly affect our behaviours and purchase decisions. Consumer behaviour will continue to change over the next decade and will affect our consumption choices. For marketers, understanding how consumers behave helps them to identify and offer products and services that better satisfy consumers’ needs.

The focus of this subject is on providing you with a comprehensive introduction to theories and models that help explain consumer behaviour in different consumption contexts. The subject will help you to develop knowledge about the steps in the consumer decision-making process, and the internal and external factors (individual, social, and cultural) that influence consumers’ evaluation of marketing messages and subsequent purchase decisions. The subject will assist with your conceptual and theoretical learning of how nuances in consumer behaviour impact consumer decision making. The subject will help you to develop skills that enable the application of consumer behaviour knowledge to marketing strategy and tactics.

• Online Tests (40%)
• Workshop Assessment Activities (25%)
• Video Lecture Presentation and Report (35%)

For textbook details check your university's handbook, website or learning management system (LMS).