MKG1402

Consumer behaviour

Dr Yunus Ali

6 points
* Two 1-hour lectures and one 1-hour tutorial per week
* Distance, approximately 12 hours per week
* Second semester
* Gippsland
* Prerequisite: MKG1401
* Singapore, first and second semester

Objectives This subject aims to provide an understanding of consumer behaviour and its application to individuals and organisations. Through a study of various behavioural concepts and theories relating to consumer needs and motivation, social and cultural factors, and the consumer's decision making process, the student will become knowledgeable about the dynamics of the consumer market.

Synopsis The subject covers introduction and overview of consumer behaviour and culture, social class, group processes, family influence, perception, learning, motivation, personality and lifestyle, attitudes and consumer models.

Assessment (on campus) Tutorial: 20%
* Assignment (3000 words): 30%
* Examination (3 hours): 50%
Assessment (distance) Assignment one (2000 words): 20%
* Assignment two (3000 words): 30%
* Examination (3 hours): 50%
* Students must obtain a satisfactory result in all areas of assessment.

Prescribed texts

Schiffman L and others Consumer behaviour Prentice Hall, Sydney, 1997