MKG9402

Buyer behaviour

Dr Yunus Ali

6 credit points
* Distance education
* Gippsland
* Workload: approximately 12 hours per week
* First and second semester

Objectives This subject aims to provide students an understanding of buyer behaviour and its application to marketing strategy decisions. On completion of the subject students should be able to understand various behavioural concepts and theories relating to buyer needs and motivation, social and cultural factors, and buyers' decision making process; and learn how buying behaviour theories are used to make strategic marketing decisions.

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

Assessment First assignments (2000 words each): 20%
* Second assignments (3000 words each): 30%
* Äxamination (3 hours): 50%
* Students must obtain a satisfactory result in all areas of assessment.

Recommended texts

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