MKTG06058 2016 Consumer Buyer Behaviour

General Details

Full Title
Consumer Buyer Behaviour
Transcript Title
N/A %
Subject Area
MKTG - Marketing
MKTS - Marketing, Tourism & Sport
06 - NFQ Level 6
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
2021 - Full Academic Year 2021-22
Lisa Dunne
Programme Membership
SG_BEMBE_G07 201600 Bachelor of Business Embedded Award BB L7 in Finance and Investment SG_BEMBE_G06 201600 Higher Certificate in Business in Embedded Award BB(Hons) Finance and Investment SG_BMARK_C06 201600 Higher Certificate in Business in Marketing SG_SHUMA_H08 201700 Bachelor of Science (Honours) in Human Nutrition SG_SHUMA_B07 201700 Bachelor of Science in Human Nutrition SG_SHUMA_B07 201800 Bachelor of Science in Science in Human Nutrition SG_BIMFR_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with French SG_BIMGE_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with German SG_BIMSP_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with Spanish SG_BDIGI_B07 201900 Bachelor of Business in Digital Marketing SG_BINTE_H08 201900 Bachelor of Business (Honours) in International Marketing and Languages

This course in Consumer Buyer Behaviour will study factors and processes that lead to purchase and consumption decisions. It will allow the student to better understand their own behaviour as consumers and the multitude of influences that play on their consumption; it will also allow them to analyse macro issues in consumer behaviour.


Learning Outcomes

On completion of this module the learner will/should be able to;


Explain the principles and concepts of consumer buyer behaviour.


Describe the importance of consumer behaviour in people's daily lives.


Identify the range of factors influencing consumer choice processes.


Outline global and Irish trends influencing consumption.


Recognise how consumer buyer behaviour impacts upon a firms marketing strategy.

Teaching and Learning Strategies

The module will be delivered through a mixture of theory lectures and case studies where active and collaborative learning will take place.

Module Assessment Strategies

Continuous assessment comprises of an individual assignment (20%) and a group project (20%).  The final exam is worth 60%.

Repeat Assessments

An individual assignment or a repeat exam.

Indicative Syllabus

Introduction to Consumer Buyer Behaviour

Perception and Involvement Choices

Consumer Learning

Consumer Attitudes

Environmental Influences on Consumer Behaviour

Psychographics and Consumer Behaviour

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
40 %
End of Semester / Year Formal Exam
60 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Case Study Continuous Assessment Group Project 20 % Week 9 1,2,3,4,5
2 Consumer Diary Continuous Assessment Assignment 20 % Week 6 1,2,3

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Final Exam Final Exam Closed Book Exam 60 % End of Semester 1,2,3,4,5

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Flat Classroom Theory Lecture 2 Weekly 2.00
Tutorial Flat Classroom Tutorial 1 Weekly 1.00
Total Full Time Average Weekly Learner Contact Time 3.00 Hours

Required & Recommended Book List

Recommended Reading
2008-05-06 Consumer Behaviour: Irish Patterns and Perspectives Gill & Macmillan

Wide-ranging and topical textbook on the rapidly changing field of consumer behaviour in the digital age, with reference to the Irish perspective: introduces a concise yet comprehensive exploration of the key aspects of consumer behaviour, including consumer motivation, attitudes, decision-making processes, and behaviour and communication; details the impact of the global economy in terms of choice and product availability on consumer decisions and behaviour; presents contextual evidence to highlight how changes in social, cultural and economic circumstances determine trends and directions in consumer behaviour, including the impact of the internet; and discusses consumer behaviour in the context of personality, lifestyles and psychographics, and the different influences of culture, subculture, social class, family, sexual orientation and technology. 'Consumer Behaviour' is written to support a structured learning approach, with clear learning objectives and revision questions for each chapter. Case studies, examples and scenarios illustrate learning points throughout the text. Recommended for students studying consumer behaviour at diploma or degree level.

Recommended Reading
2013-10-09 Consumer Behaviour: A European Perspective Pearson Education Limited
ISBN 0273772724 ISBN-13 9780273772729

Now in its 5th edition, Consumer Behaviour: A European Perspective provides a fully comprehensive, lively and engaging introduction to consumer behaviour. The book links in consumer behaviour theory with the real life problems faced by practitioners. The unique five-part micro-to-macro wheel structure also provides a multi-disciplinary approach, including the latest data to profile European consumers. This book is ideal for second and third year undergraduate marketing students, undergraduate students taking a consumer behaviour module as part of a business course and postgraduate students on masters courses in marketing.

Recommended Reading
2004-07-08 Consumer Behaviour: AND Critical Thinking in Consumer Behaviour - Cases and Experiential Exercises: A European Perspective Financial Times/ Prentice Hall
ISBN 1405807296 ISBN-13 9781405807296

Module Resources

URL Resources

Other Resources

Journal of Consumer Research

European Journal of Marketing