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Consumer Behaviour

duration Duration: 1 Teaching Period

unit code Unit Code: MKT20025

contact hours Contact Hours: Recommended 10 hours of study per week

About this unit

Consumer behaviour is one of the major considerations for businesses in designing and delivering successful products and services. In this unit, students will examine how businesses do this, by looking into psychological, social, and cultural aspects of consumers and the impact of marketing strategies on buyer attitudes, decision-making, and behaviour. Based on engaging, interactive lectures and tutorials, students will build their marketing knowledge by applying theory into practical, realistic contexts. To help students to do this, students will build skills in understanding human behaviour, and students will work individually and in teams to develop innovative solutions to business problems in creative, interesting ways.


  • Theoretical principles of human behaviour
  • Social influences on buyer behaviour
  • The formation and influence of consumer attitudes
  • Cultural and subcultural influences on behaviour
  • Consumer decision making processes, including the family unit
  • Issues of social class on how consumers perceive themselves and other
  • Ethical and environmental dilemmas in consumption behaviour
  • Economic issues and their impact on behaviour
  • Innovation, diffusion and adoption among consumers and consumer groups
  • Impact of social media on consumption behaviour.

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