Spring Semester 

Unit(s) of Assessment 

Weighting Towards Module Mark (%) 

Project 

50 

Exam 

50 

Qualifying Condition(s) 

None 

This module focuses on the many factors that affect consumer behaviour. Knowledge and understanding of this subject will be beneficial in product development, marketing, and strategy or policy formulation. Behavioural concepts, appropriate research techniques and recent research findings will be discussed, to enhance understanding of how consumers choose products in today’s world. 

This module aims to develop an understanding of the many factors that influence consumer behaviour. It will allow the student to evaluate the importance of different factors in different contexts and develop understanding of how such factors are determined and assessed. 

On successful completion of this module the students will be able to: 
·        Demonstrate a detailed knowledge of the key principles of consumer decision-making in a social context 
·        Evaluate empirical literature in consumer behaviour 
·        Understand and critically evaluate the factors affecting consumer behaviour 
·        Appreciate how knowledge of consumer behaviour is synthesised into marketing, strategy and policy development 
·         Apply research methods to analyse an aspect of consumer behaviour and report results in a clear and concise manner. 

·        The fundamentals of consumer behaviour 
·        The consumer in culture and society 
·        Involvement, buying and motivation 
·        Perception and the senses 
·        Image and branding 
·        Family buying behaviour and the consumer behaviour of children
·        Models of consumer behaviour 
·        Recent developments in consumer behaviour 
·        Predicting consumer behaviour 

The teaching and learning strategy is designed to provide a framework of the existing knowledge in this broad area. It will introduce the key factors influencing consumer behaviour, drawing examples from a wide variety of situations in which consumers make choices. It will enable students to develop skills of critical reading and reflection and provide opportunities to work with others and individually. 
The teaching and learning methods include a combination of lectures/presentations; examples and case studies; as well as directed reading. 
The assessment strategy is designed to contribute to the process of students acquiring knowledge and understanding in the subject. It aims to develop an ability to analyse information sources and to use them in context. It will provide the student with opportunities to demonstrate the extent to which they have achieved the learning outcomes. 
The assessment method comprises two elements. An individual report of a group project on an aspect of consumer behaviour (50%) and a short exam (50%) including a case study and short-answer questions. 

Expected purchase 
Solomon M, Bamossy G, Askegaard S & Hogg M (2010) Consumer Behaviour – A European Perspective (4^th Ed), Upper Saddle River : Prentice Hall  

Recommended 
Assael H (1998), Consumer Behaviour and Marketing Action, (6th Ed.), Cincinnati : SouthWestern 
Evans M, Jamal A and Foxall G (2006), Consumer Behaviour, Chichester : Wiley 
Kahn B and McAlister L (1997) Grocery Revolution: The New Focus on the Consumer. Addison Wesley 
Meiselman H L & Mc Fie H J H (1996) Food Choice, Acceptance and Consumption London , Blackie 
Paul Peter J, Olson J C & Grunert, K G (1999) Consumer Behaviour and Marketing Strategy. London,McGraw-Hill Publishing Company 
Underhill, P. (2000), Why We Buy, London : Texere 
Other Indicative Reading 
Specific references will be supplied in conjunction with each lecture 
Useful journals: 
Journal of Consumer Research 
British Food Journal 
Journal of Marketing 
Journal of Marketing Management