Authorised by Academic Registrar, April 1996
Objectives On completion of this subject students should be able to describe the process of buyer behaviour in consumer and business situations; explain the relevance of psychological and sociology concepts in understanding complex purchasing activities; explain the role of environmental factors and personal attributes, needs and motivations in buying behaviour; show how buying behaviour theories are used to develop and improve marketing strategies.
Synopsis Essential concepts in psychology and sociology relevant to consumer 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; aspects of industrial buying.
Assessment Seminar paper (1500 words): 15% + Individual and group assignments (3500 words): 35% + Class test: 10% + Examination (2 hours): 10%