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MKF2111 - Buyer behaviour

6 points, SCA Band 2, 0.125 EFTSL

Undergraduate Faculty of Business and Economics

Leader: Dr Civilai Terewatanavong


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


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.


The learning objectives of this unit are to:

behaviour describe how this knowledge can be used by marketers;
decisions buyers make in the marketplace;
the basic aspects of strategy development as it applies to specific target


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

Contact hours

3 Hours class contact or equivalent per week


MKF1120 or MKW1120