This course develops students' understanding of consumer research and its usefulness for marketing management. Drawing on disciplines such as sociology, psychology and consumer culture studies, it examines the consumer both as an individual and as a member of other groups and cultures. It looks in detail at areas including the decision process, learning, perception, involvement, attitude reformation and change, personality, motivation, reference groups and culture.
By the end of the module the student should be able to:
- Understand the key areas underpinning the study of consumer behaviour
- Understand the major themes in the analysis of consumer behaviour and their relevance to explaining modes of purchasing and consumption
- Apply an understanding of consumer behaviour to marketing management situations
30% Group Coursework and 70% 1 x 3hr Examination