GSB 732 Consumer Behaviour
Consumer Behaviour focuses on an exploration of theoretical concepts about the behaviour of consumers combined with an examination of the research methods used to identify that behaviour in order to better understand the needs and wants of consumers. Through this exploration, you will learn how consumers use a combination of internal mechanisms, such as perception, motivation, learning and attitudes, and external mechanisms, such as reference groups and culture, to make purchasing decisions. The unit covers a variety of different marketing circumstances from the perspective of the consumer in order to give you an insight into the practical relevance of consumer research to marketing practices. The broad aims of this unit are to help you to:
- improve your knowledge of the psychological and sociological processes that consumers undergo when making purchasing decisions;
- increase your analytical skills in understanding the needs and wants of consumers in different marketing contexts;
- become familiar with the current consumer research processes that are undertaken in the field of consumer behaviour; and
- gain the practical skills to address marketing problems with the appropriate consumer research.
Special Advice: Be prepared to reflect upon and critically analyse your own organisation’s consumer research practices and approaches as well as explore opportunities for applying consumer behaviour and consumer research concepts. This unit involves an average amount of reading and conceptual learning, which means that the unit could be studied in conjunction with another unit that does not have a heavy reading requirement. This unit is one where it would be easier to make up lost ground if you fell a bit behind in your weekly progression through the topics.