MKG9402

Buyer behaviour

(BUS)

6 points + Distance + 12 hours per week + First and second semester

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%