MKW2402 - Consumer behaviour - 2019

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

Chief examiner(s)

Dr Vimala Kunchamboo


Dr Vimala Kunchamboo

Unit guides



  • First semester 2019 (On-campus)
  • Second semester 2019 (On-campus)


MKW1120 or equivalent.


MKC2110, MKF2111.


Every student, and in fact, every individual is a consumer. Consumer behaviour is a study of the factors that explain and predict consumption related behaviour in individuals and organisations alike. Behavioural concepts and theories relating to consumer behaviour and consumer decision making process are covered.

Consumer behaviour focuses on individual factors, such as motivation and needs, perception, learning, personality and lifestyle attitudes. All these intrinsic factors influence consumption behaviour. On the other hand, consumer behaviour covers external socio-cultural factors such as family, social groups and group processes, social class, culture and subculture. These external influences often have a bearing on consumption behaviour. Students gain a better understanding of the consumer and influences of consumer behaviour.


The learning goals associated with this unit are to:

  1. identify and explain the importance of consumer behaviour theories and concepts for organisations
  2. demonstrate an ability to effectively research the theoretical basis of consumer behaviour
  3. apply knowledge of consumer behaviour to the process of identifying and profiling market segments
  4. demonstrate an appreciation of how marketers use consumer behaviour theories and information in developing marketing strategies.


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