Faculty of Business and Economics

print version

This unit entry is for students who completed this unit in 2016 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

Monash University

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.


Business and Economics

Organisational Unit

Department of Marketing


Marlene Bogaards


South Africa

  • First semester 2016 (Day)


This unit explores behavioural concepts and theories relating to consumer behaviour and the consumer decision making process. It will include a study of consumer behaviour influenced by individual socio-cultural factors such as family, social groups and group processes, social class, culture and subculture and a consumers individual factors such as motivation and needs, perception, learning, personality and lifestyle attitudes. An overview of organisational buying will be provided.


The learning goals associated with this unit are to:

  1. demonstrate a detailed understanding of the basic concepts of consumer behaviour and describe how this knowledge can be used by marketers
  2. demonstrate the ability to segment markets using consumer behaviour concepts/constructs
  3. identify and illustrate how these concepts can be used to explain the decisions buyers make in the marketplace
  4. analyse the behaviour profiles of specific market segments and understand the basic aspects of strategy development as it applies to specific target groups
  5. explain and apply marketing communication in relation to consumer behaviour.


Within semester assessment: 50%
Examination: 50%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)


MKS1120 or MKG1120 or MKW1120.


MKW2402, MKB2402, MKW2111, MKC2110, MKF2111, MKG2402, MKP2700, MKP2701.