Skip to content | Change text size

MKW2402 - Consumer behaviour

6 points, SCA Band 2, 0.125 EFTSL

Undergraduate Faculty of Business and Economics

Leader: Ms Fiona Newton Malaysia: Ms Ghazala Khan


Berwick Second semester 2007 (Day)
Gippsland Second semester 2007 (Day)
Gippsland Second semester 2007 (Off-campus)
Hong Kong Second semester 2007 (Off-campus)
Malaysia First semester 2007 (Day)
Malaysia Summer semester A 2007 (Day)
Peninsula First semester 2007 (Day)
Singapore Second semester 2007 (Off-campus)
South Africa First semester 2007 (Day)


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.


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(s): 50%
Examination (3 hours): 50%

Contact hours

3 Hours class contact or equivalent per week




MKW2111 and MKC2110