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» MKTG203
MKTG203: Consumer Behaviour |
This unit examines the external and internal factors that influence people's behaviour in a buying situation. It provides a conceptual understanding of consumer behaviour, integrating theories from psychology, sociology, and economics. Topics covered include: marketers' and consumer views of consumer behaviour; market segmentation and product positioning; understanding consumer motivation; consumer personality, values, and involvement; consumer perception; consumer learning; habit, and brand loyalty; consumer attitudes; cultural, social, situational, household influences on the consumer; the influence of salespersons and advertising on the consumer; pre-purchase, purchase and post-purchase decision processes of the consumer; organisational buying behaviour.
| Credit Points: | 3 |
| Contact Hours: | 3 |
| When Offered: |
E1 - Evening; Offered in the first half-year
Summer Session - Offered in January-February as part of Summer School program.
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| Staff Contact: |
Business Staff |
| Prerequisites: |
MKTG101 and admission to BCom, BEc, BIntBus, BeBus, BHRM or BCom-Mktg
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| Unit Designations: |
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| | Assessed As: |
Graded
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| Offered By: |
Department of Business |
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