BUSN2020 Consumer Behaviour

This topic focuses on one of the foundations of marketing: consumer behaviour. Students will learn how knowledge about consumer behaviour relates to the marketing of products and services in both the private and public sectors. Subjects covered include: the role of consumer behaviour in marketing; the consumer as an individual; the consumer in social and cultural settings; the marketing decision-making process.

This topic focuses on the consumer behaviour foundation of marketing. The topic provides an introduction to consumer behaviour and how this knowledge relates to the marketing of products and services.

1. Recognise and explain the consumer behaviour decision making elements that assist in understanding how consumers react to internal and external elements in the buying decision process
2. Use key conceptual tools of consumer behaviour to guide decisions on the optimum strategy for successful management of the consumer and service delivery
3. Understand and identify consumer behaviour issues and make recommendations for an improved customer experience
4. Anticipate customer responses to any given buying situation and recognise potential customer reactions through your understanding of situational influences
5. Understand how attitudes are formed and how to develop strategies to bring about attitude change
6. Identify how cultural differences affect consumer behaviour