Course overview
The aim of this course is to familiarise students with the concepts of individual consumer behaviour, and to acquaint students with applications of these concepts in the market place. Consumer behaviour theories; empirical generalisations; customer loyalty; memory and mental availability (brand salience); patterns in belief and attitude data; influences on purchasing behaviour; segmentation; customer satisfaction/service quality; word of mouth recommendation; motivations; perceptions.
Course learning outcomes
- Describe key aspects of consumer behaviour and market segmentation
- Describe the complexities of consumer decision making processes
- Apply a number of widely generalised consumer behaviour models
- Assess the value of scientific investigation of consumer behaviour issues
- Apply consumer behaviour theory to practical marketing problems
- Demonstrate Business Enterprise Skills in the context of the Marketing discipline: Problem Solving (foundation level).
Degree list
The following degrees include this course