MKF9110

Theory and process of buyer behaviour

Dr David Bednall

6 points · One 2-hour lecture and one 1-hour tutorial per week · First and second semester (Caulfield) · Open Learning Australia

Objectives On completion of this subject students should be able to describe the process of buyer behaviour in consumer and business situations; explain the relevance of psychological and sociology concepts in understanding complex purchasing activities; explain the role of environmental factors and personal attributes, needs and motivations in buying behaviour; show how buying behaviour theories are used to develop and improve marketing strategies.

Synopsis Essential concepts in psychology and sociology relevant to consumer behaviour; essential frameworks, models and concepts; fundamental processes of motivation, perception and learning in individual behaviour; nature and influence of individual predispositions, including personality characteristics, attitude formation and change; the social influences of culture, class reference groups and family; consumer decision processes; diffusions of innovations and fads; aspects of industrial buying.

Assessment Seminar paper (1500 words): 15% · Individual and group assignments (3500 words): 35% · Class test: 10% · Examination (2 hours): 40%

Prescribed texts

Schiffman L and others Consumer behaviour Prentice-Hall, 1997
East R Consumer behaviour Prentice-Hall, 1997

Back to the 1999 Business and Economics Handbook