MKB1402

Consumer behaviour

(BUS)

Mr Mike Willis

6 points + 2-hour lecture and 1-hour tutorial per week + Second semester + Berwick + Prerequisite: MKB1401

Synopsis: Behavioural concepts and theories relating to consumer behavior and consumer decision making process. Study of consumer behaviour influenced by individuals' socio-cultural factors such as family, social groups and group processes, social class, culture and subculture; and consumers' individual factors such as motivation and needs, perception, learning, personality and lifestyle, and attitudes. Overview of organisational buying.

Assessment: Assignment 1 (1500 words): 20% + Assignment 2 (2000 words): 20% + Tutorial: 10% + Examination (3 hours): 50% + Students must pass all areas of assessment.