Skip to content | Change text size
Handbooks Courses Units

MKF9110 - Theory and process of buyer behaviour

6 points, SCA Band 3, 0.125 EFTSL

Postgraduate Faculty of Business and Economics

Leader: Mr Ian Walker


Caulfield First semester 2008 (Evening)
Caulfield First semester 2008 (Off-campus with online component)
Caulfield Second semester 2008 (Evening)
Caulfield Second semester 2008 (Off-campus with online component)


Essential concepts in psychology and sociology relevant to consumer and organisational 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; links to and organisation/aspects of industrial buying, organisational decision making processes and influences, links and relevance between individual and organisational buying behaviour.


The learning goals associated with this unit are to:

  • examine the origins and nature of buyer behaviour and explain the role of marketing in satisfying buyer's needs and wants
  • explain the importance to marketing of having a good understanding of buyer behaviour and its influence on marketing strategy
  • discuss the basic theories and concepts relevant to buyer behaviour in both consumer and organisational contexts
  • analyse how these theories and concepts can provide insight into and help explain buyer behaviour in contemporary environments
  • analyse and research buyer behaviour in a range of contexts and from a variety of perspectives.


Within semester assessment: 60%
Examination (2 hours): 40%

Contact hours

3 Hours class contact or equivalent per week


or corequisite: MKX9160



[an error occurred while processing this directive]