This module provides a theoretical basis for understanding the field of consumer behaviour and develops an awareness of the consumer as a central driver of marketing strategy and encourages the appreciation of theories and models of consumer behaviour. It does this by reviewing the external influences on behaviour (culture, social class and reference group) and internal individual differences (personality, motivations, emotion, memory and learning) and by showing how these factors are manifested in buyer attitudes, perceptions, decision making and consumption rituals and experiences.

Key topic areas:

An introduction to consumer behaviour and theories
Individual factors of buyer behaviour
Group influences of buyer behaviour
Situational factors
Consumption and identity
Lifestyle issues and Demographics
Marketing Information sources to support lifestyle and consumption analysis
Marketing implications of contemporary lifestyle and buyer behaviour information

This module provides a theoretical basis for understanding the field of consumer behaviour and develops an awareness of the consumer as a central driver of marketing strategy and encourages the appreciation of theories and models of consumer behaviour. It does this by reviewing the external influences on behaviour (culture, social class and reference group) and internal individual differences (personality, motivations, emotion, memory and learning) and by showing how these factors are manifested in buyer attitudes, perceptions, decision making and consumption rituals and experiences.

Key topic areas:

An introduction to consumer behaviour and theories
Individual factors of buyer behaviour
Group influences of buyer behaviour
Situational factors
Consumption and identity
Lifestyle issues and Demographics
Marketing Information sources to support lifestyle and consumption analysis
Marketing implications of contemporary lifestyle and buyer behaviour information

Scheduled learning and teaching activities.

To consist of:

Face-to-face which will include groupwork, formal teaching, case study analysis, guest speakers and students will be encouraged to share their workplace experiences with others

Tutorials involving opportunities for group discussion and presentation, flipped-classroom opportunities, further groupwork and case study analysis

Guided independent study:

To consist of:

Accessing additional online content such as videos and presentations

Independent reading to consolidate knowledge gained in the formal teaching

Undertaking formative tasks set by the tutor to consolidate learning

Assessment preparation and writing and gathering evidence

1. Demonstrate an understanding of cognitive, behavioural and cultural theories that inform consumer behaviour.

University Learning Outcome:
Knowledge and Understanding
Learning

2. Demonstrate effective communication abilities in making consumer and marketing decisions.

University Learning Outcome:
Analysis
Communication

3. Create a customer journey map for an organisation with justification, based on research into consumer behaviour

University Learning Outcome:
Application

VLE learning support material to be provided for independent / self-directed learning

LinkedIn Learning

Microsoft Educator Centre

Module handbook

Open Textbook Library

These are indicative only. You will be expected to complete independent extended reading.

Szmigin, I., & Piacentini, M., (2022).¿Consumer Behaviour. Third Edition.¿Oxford University Press: United Kingdom.

Babin, B.J. and Harris, E.J. (2016), CB, Cengage Learning

Nicholas, D. and Rowlands, I, (2008), Digital Consumers, Facet Publishing, London.

This module increases your understanding of the theoretical models and practical implications of consumer behaviour to business and society. You will able to understand and evaluate aspects of consumers values, personality, learning, buying decision-making, gender, lifestyles, social class and consumption culture.