MKF2111 - Buyer behaviour

Leader: Dr Civilai Terewatanavong

Offered

Caulfield First semester 2007 (Day)
Caulfield First semester 2007 (Evening)
Caulfield Second semester 2007 (Day)

Synopsis

A study of the factors that influence, explain and help predict consumption behaviour for both individuals and organisations. How concepts and theories developed in the social sciences provide the theoretical background to understand individual, cultural and group influences on the behaviour of consumers. The use marketers make of this information in developing marketing strategies, predicting behaviour and influencing consumers.

Objectives

The learning objectives of this unit are to:

• demonstrate a detailed understanding of the basic concepts of consumer

behaviour describe how this knowledge can be used by marketers;

• demonstrate ability to segment markets using consumer behaviour concepts/constructs;
• identify and illustrate how these concepts can be used to explain the

decisions buyers make in the marketplace;

• analyse the behaviour profiles of specific market segments and understand

the basic aspects of strategy development as it applies to specific target
groups;

• explain and apply marketing communication in relation to consumer

behaviour.

Assessment

Assignment: 50%
Examination: 1(3 hours): 50%

Contact hours

3 Hours class contact or equivalent per week

Prerequisites

MKF1120 or MKW1120