Course Code :


Title :

Consumer Behaviour

Type/Status :


aaaaaaaaaaaa Aims :
After studying this course unit students should be able to understand the nature of consumer behavior and factors affecting for consumer decision making.
Learning Outcome : aaaaaaaaaaaaaaaa
By the end of this course unit students should be able to:
  • Explain and apply the key terms, definitions, and concepts used in the study of consumer behaviour.
  • Demonstrate your knowledge of consumer behaviour concepts to develop better marketing programs and strategies to influence those behaviours.
  • Critically evaluate the effectiveness of various advertisement and promotions and their attempts to influence the behaviours of individuals.
  • Analyze the trends in consumer behaviour, and apply them to the marketing of an actual product or service.

Course Content : Introduction to Consumer Behaviour and Consumer Research; The Influences of Culture on Consumer Behaviour;  Motivation and Involvement; Personality, Self-Image, and Life Style;  Consumer Perception;  Consumer Learning;  Consumer Attitude Formation and Change; Communication and Consumer Behaviour; Consumer Decision Making-Process

Method of Teaching & Learning:

Lectures, case studies, and presentations to monitor the performances of each team

Scheme of Evaluation:

Assignments, presentations, case studies, and end semester examination.

The weights given to each component of the evaluation method is announced at the commencement of the module.

Recommended Readings: Leon Schiffman, Leslie Kanuk, and Mallika Das. Consumer Behaviour. (1st) edition. Pearson Education, 2006.

Solomon M., Russell-Bennett R. and Previte J. 2010, Consumer Behaviour: Buying, Having, Being, 2nd edition, Pearson Australia, Frenchs Forest, NSW.

Babin B. and Harris E. 2011, Consumer Behaviour 2nd edn, South Western Cengage Learning, Mason, USA.

Evans M., Jamal A. and Foxall G. 2009, Consumer Behaviour 2nd edn., Wiley & Sons, West Sussex, UK.

Schiffman L G, O’Cass A, Paladino A., D’Alessandro, S. and Bednall D. 2011, Consumer Behaviour,5th edn., Pearson Australia, Frenchs Forest, NSW.