MKW2402

Consumer behaviour ( 6 points, SCA Band 2, 0.125 EFTSL)

Leader: Mr Brian Imrie Malaysia: Ms Ghazala Khan

Offered:
Malaysia First semester 2006 (Day)
Peninsula First semester 2006 (Day)
South Africa First semester 2006 (Day)
Berwick Second semester 2006 (Day)
Gippsland Second semester 2006 (Day)
Gippsland Second semester 2006 (OCL)
Hong Kong Second semester 2006 (OCL)
Singapore Second semester 2006 (OCL)
Malaysia Summer 2006 (Day)

Synopsis: Behavioural concepts and theories relating to consumer behaviour 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 attitudes. Overview of organisational buying.

Assessment: Assignment(s): 50% + Examination (3 hours): 50%

Contact Hours: 3 Hours class contact or equivalent per week

Prerequisites: MKW1120

Prohibitions: MKW2111 and MKC2110