Consumer Behaviour

This module provides an overview of the role of consumption in contemporary society. It involves the study of processes involved in the purchasing and consumption of products, services, ideas and experiences. It involves the study of human behaviour and its influences, including psychological and social/environmental influences. Marketing management directs the company’s efforts towards understanding and meeting the customer’s requirements and needs, and consequently an understanding of consumer behaviour is central to successful marketing.

1. Outline and demonstrate the processes involved in the totality of consumer's decisions with respect to the acquisition, consumption and disposal of goods, services, experiences and ideas by people.

2. Evaluate the role played by psychological influences such as motivation, learning, personality, and perception on the behaviour of people as consumers.

3. Evaluate the role played by social influences such as social class, cultural, sub-cultural, and cross cultural influences, changing values and demographics; and traditional vs. modern family influences on consumer behaviour.

4. Appraise and illustrate the role of demographic and sociological segmentation variables in market segmentation strategy.

5. Apply theories of consumer behavior to the formulation of effective marketing strategy in a competitive, dynamic, and global business environment.

6. Research & compile information in a meaningful way, and present information effectively through a variety of media.