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2010/1 Module Catalogue
 Module Code: MANM047 Module Title: CONSUMER BEHAVIOUR
Module Provider: School of Management Short Name: MA231
Level: M Module Co-ordinator: HALLIDAY SV Dr (SoM)
Number of credits: 15 Number of ECTS credits: 7.5
Module Availability
Assessment Pattern

Unit(s) of Assessment

Weighting Towards Module Mark (%)

Group presentation (basis of individual report)


Individual report 2000 words


Module Overview
Consumer behaviour is evident in everyday life; therefore knowledge and understanding of this subject can be beneficial to personal decision-making as well as marketing and strategy formulation. The lectures will focus on behavioural concepts, appropriate research techniques and recent research findings to enhance students’ understanding of how consumers choose products. Recent trends in consumer behaviour such as critical thinking, service-dominant logic etc are also incorporated in this module.


Module Aims

This course aims to develop the students’ understanding of the many variables that, through complex interaction, determine consumer choice behaviour.  Theories from psychology and sociology are explored so that the student is able to identify consumer applications in a range of national and international settings. 

Learning Outcomes

Learning outcomes are categorised as: 
·         knowledge and understanding (K/U) 
·         intellectual/cognitive skills (I/C) 
·         practical/professional skills (P/P)- 
·         transferable skills (T)




Outcome Type eg K/U, I/C, P/P, T  


  On successful completion of this module, the student will be able to:









Demonstrate an understanding of the principles of consumer behaviour;








Apply consumer behaviour theory to current marketing issues;








Present this ability to apply theory to practice, on a topic of their choice in consumer behaviour.



Module Content
  • The fundamentals of consumer behaviour
  • Sociological bases of consumer behaviour
  • Involvement, buying and motivation
  • Perception, Learning
  • Image and branding
  • Models of consumer behaviour
  • Consumer behaviour online
  • Applied consumer behaviour
Methods of Teaching/Learning
The module delivery is a combination of lectures/presentations; examples and case studies; as well as directed reading.
Selected Texts/Journals

Solomon, M.R., G.J. Barnossy, S. Askegaard, and M. Hoog (2010) Consumer Behaviour: A European Perspective


Recommended Reading:

Arnould E. Price L. and Zinkhan G. M. (2004) Consumers (2nd edn) McGraw Hill

Assael H (1998), Consumer Behaviour and Marketing Action, (6th Ed.), Cincinnati : SouthWestern

 Blackwell R.D., Miniard P.W. and Engel J.F. (2001), Consumer Behaviour (9th Ed), London: Harcourt College Publishing



Blythe, Jim (2008) Consumer BehaviourThomson, London

Doole I., Lancaster P. and Lowe R. (2005) Understanding and Managing Customers FT Prentice Hall

East, R (1997), Consumer Behaviour; Advances and Applications in Marketing. London : Prentice Hall

Evans M. and Jamal, A. and Foxall G. (2006), Consumer Behaviour Chichester , Wiley

Foxall, G.R., Goldsmith, R.E. and Brown, S. (1998), 2nd ed., Consumer Psychology for Marketing, London : International Thomson Business Press.

 Peter J. P., Olson J.C. and Grunert K.G. Consumer Behaviour and Marketing Strategy McGraw Hill 1999



Ryan C (1995), Researching Tourist Satisfaction: Issues, Concepts, Problems, London : Routledge

Schiffman, L and Kanuk, G (2007), Consumer Behaviour (9th ed.), London : Pearson

Szmigin, I. (2003), Understanding the Consumer, London : Sage.

 Solomon M (2006) Consumer Behaviour (7th Ed), Upper Saddle River : Pearson Prentice Hall



Solomon M, Bamossy G and Askegaard S (2002) 3rd Edition Consumer Behaviour – A European Perspective, Prentice Hall London

Underhill, P. (2000), Why We Buy, London : Texere


 Supporting Reading
Students will be guided towards selected articles from journals in the area of Marketing and Consumer Psychology Research


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