Buyer behaviour
Ms Sally Joy
6 points * One 3-hour class per week * First and second semester * Caulfield * Prerequisites: MKT1120
Objectives On completion of this subject students should be able to: discuss the process of consumer decision making and its impact on marketing strategy; explain the relationship between individual consumers and buying behaviour; explain the relationship between environmental factors and buying behaviour; apply consumer theory to the development of marketing strategies.
Synopsis Introduction to consumer and industrial buyer behaviour, the individual, personality, attitudes, attitude change, culture, social influences, family influences, diffusion and adoption, decision processes, market segmentation, consumerism.
Assessment Two assignments (4500 words): 45% * Seminar paper: 15% * Final examination (2 hours): 40%
Prescribed texts
Solomon M R Consumer behaviour: Buying, having and being 2nd dition, Allyn and Bacon, 1994