MARKETNG 2501 - Consumer Behaviour

Every individual is a consumer. Understanding consumers and influences of consumer behaviour is crucial for explaining and predicting consumption related behaviour in individuals and organisations alike. Consumer Behaviour introduces the fundamental concepts, principles and theories of consumer behaviour and relates them to the practice of marketing. Drawing on both psychological and sociological viewpoints, this course covers individual factors, such as motivation and needs, perception, learning, personality and lifestyle attitudes and external socio-cultural factors such as family, social groups and group processes, social class, culture and subculture in the context of consumption. This prepares students for making informed decisions about how to manage and respond to the needs and wants of consumers.