Unit

Title Consumer & Buyer Behaviour

Programme(s)/Course BA (Hons)Marketing

Level Five

Semester One

Ref No:

Credit Value 20 CAT Points

Student Study hours Contact hours : 60

Student managed learning hours : 140

Pre-requisite learning Introduction to Marketing

Co-requisites None

Excluded combinations None

Unit Coordinator Dr David Capper

[Name + e mail capperda@lsbu.ac.uk

address]

Parent Department Business

Parent Course

Description This unit examines the behavioural concepts and theories of

individuals and groups in selecting, purchasing, using, and
[100 words max] disposing of products, services, or experiences to satisfy needs
and desires. The field of consumer behaviour, which many regard
as an applied social science, will provide an important
underpinning for other marketing units. That underpinning
includes areas relating to the interdisciplinary nature of consumer
behaviour such as psychology and sociology of buying behaviour.
The application of theory is of particular importance as major
consumer behavioural changes are underway not least because of
the development of the e-commerce marketing channel and
globalisation.

JACS Code

Aims The main aim of this unit is to provide a sound underpinning of

the key concepts of consumer and buyer behaviour, which will be
used widely throughout a marketing/business related degree. It
aims to develop the students understanding of the many
variables that, through complex interaction, determine consumer
behaviour. As the unit is interdisciplinary, students will study how
 consumer behaviour is influenced by individuals' socio-cultural
factors such as family, group processes, social class, culture, and
individual factors such as motivation and needs, perception,
learning, personality and attitudes. Decision-making will be
looked at from the perspective of the consumer, family and
organisation to understand how the above variables impact on a
cross range of buyers.
Learning outcomes
Knowledge & Understanding

All students will be expected to demonstrate knowledge and
understanding and be able to:

Understand of the main theories and models of consumer
behavior.
Describe the theoretical underpinning of the consumer and
buyer decision making process.
Understand differences between individual, family and
organizational decision making.
Explain the core variables that influence the decision making
process.
Apply consumer and buyer behavior theory to a range of
examples in the domestic and international marketing
environment.

Intellectual Skills

All students will be expected to demonstrate intellectual skills and
be able to:

Apply appropriate consumer behavior knowledge and skills to
problems arising from both domestic and international
situations.
Demonstrate awareness of the wider social issues of
consumer and buyer behaviour and be able to debate issues
in relation to more general ethical perspectives.
Practical Skills

All students will acquire and develop practical skills such that they
are able to:
Communicate persuasively.
Use specific information technology skills.
Think creatively and independently.
Transferable Skills
All students will acquire and develop transferable skills such that
they are able to:
Understand group and team working.
Develop and deliver presentation skills.

Employability
Employability skills are embedded and developed within the
 teaching & learning of this unit. These include team working, time
management and communication skills. The unit, although
grounded in theory with a suitable level of academic rigour,
delivers core skills to the students for use in their future jobs.
Teaching & Learning The lectures will normally be two hours in length and include
Pattern exposition, demonstration and interaction with students. The
lecture will be used to impart the content and theoretical
concepts underpinning the discipline.

Two- hour weekly seminars will include weekly student led

presentations that are designed to provide the opportunity to
discuss, analyse and contextualise the content of the lecture
material.

The unit also uses a range of blended learning techniques via

blackboard. These include supporting materials and group-work
activities.
Indicative content Perception & Symbolism
Learning & Memory
Motivation & Values
Attitudes
Attitude Change
Individual Decision making
Business Decision Making
Family Decision Making
Groups
Social Class

Assessment method The unit will be assessed by coursework and exam.

(Please give details
elements, weightings, Individual Presentation (15 minutes) 20%
sequence of elements, Group Assessment 20%
2 Hour Exam 60%
final component)

Indicative Reading Core Reading

Solomon MR, (2011) Consumer Behaviour 9th Edition, Prentice
Hall

Solomon MR, Bamossy G, Askegard S and Hogg MK (2010)
Consumer Behaviour: A European Perspective 4th Edition. FT
Prentice Hall

Recommended Reading

Arnould E., Price L., & Zinkerman G., (2004) Consumers 2nd
International Edition McGraw Hill

Assael, H. ( 2004) Consumer Behaviour, Boston; Houghton Mifflin

Blackwell RD, Minard PW and Engel JW (2006) Consumer

 Behaviour 10t Edition. Thomson South Western

Blyth J, (2008) Consumer Behaviour, Thomson

Evans M, Jamal A, and Foxall G (2009) Consumer Behaviour 2nd

Edition., Chichester,Wiley

Hoyer, W. D., & MacInnis, D. J. (2007) Consumer behavior Boston,

Cengage Learning.

Peter PJ & Olson JC, (2005), Consumer Behaviour and Marketing

Strategy 7th Edition, McGraw Hill

Schiffman LG., & Kanuk LL., (2010) Consumer Behaviour, 10th

International Edition, FT Prentice Hall

Wright R. (2006) Consumer Behaviour, London, Thompson

Learning
Other Learning Journals
Resource:
Journal of Consumer Behaviour

Journal of Consumer Research

Journal of Marketing Management

Journal of International Business Studies

Psychology & Marketing

Journal of Consumer Marketing

Journal of International Consumer Marketing

Journal of Consumer Research