The topics will be drawn from:
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

An individual assignment of 1000 words worth 60% (Tests Learning Outcomes 1 and 2)
Group seminar presentation of 20 minutes worth 40% (Tests Learning Outcomes 1 and 2)

The learning strategy for the module requires students to commit 150 learning hours (including
assessment) of this there will be 36 hours of class support and 114 hours of independent and self
directed study.
Learning support material will be provided for the module.
The module will draw upon a mixture of activities including lectures, web-based activities, case study
analysis, relevant videos and in-class discussions, individual and group problem solving and
self-directed learning.

Core text
Antonides G and van Raaij W.F. (1998) Consumer Behaviour: A European Perspective, Wiley,
Chichester, England ISBN 0-471-97513-3
Arnould E., Price L. and Zinkhan G. (2004 - 2nd edition) Consumers, McGraw Hill Irwin, New York ISBN
0-07-253714-0
Schiffman L.G. and Kanuk L.L.(2000) Consumer Behaviour Prentice Hall, New Jersey ISBN
0-13-084129-3
Supplementary texts

Libraries
Lecture notes and handouts
Internet
Module website

Must have studied People and Marketing or equivalent.

1. DEMONSTRATE KNOWLEDGE AND UNDERSTANDING OF THE KEY CONCEPTS OF
BUYER BEHAVIOUR AND LIFESTYLE ANALYSIS
(Knowledge and Understanding)

2. APPLY RELEVANT THEORIES AND CONCEPTS TO BUSINESS SCENARIOS
(Application)