The module develops students' understanding of consumer research and its usefulness for marketing management in its application to how consumers behave. It explains the theoretical underpinning and practical implications of consumer behaviour for business and examines forces shaping consumer choice in modern society. Key areas studied in detail include decision making, perception, learning, attitude development, personality, involvement and motivation. It also considers the effects of the social environment and culture upon consumer behaviour.
By the end of the module you should be able to
Define, illustrate and critically analyse the main components of consumer behaviour
Understand the implications of consumer behaviour theories for business and wider society
Understand alternative ways of thinking about consumers as individuals and within their families, groups and broader cultural context
Evaluate the contribution of consumer behaviour to marketing management