An in-depth examination of consumer behaviour, including psychological, sociological, and individual characteristics influencing consumer behaviour and the relationship between business, consumers and global consumption.
| Paper title | Consumer Behaviour |
|---|---|
| Paper code | MART210 |
| Subject | Marketing |
| EFTS | 0.15 |
| Points | 18 points |
| Teaching period | Semester 1 (On campus) |
| Domestic Tuition Fees (NZD) | $912.00 |
| International Tuition Fees | Tuition Fees for international students are elsewhere on this website. |
- Prerequisite
- MART 112
- Schedule C
- Commerce
- Contact
- Teaching staff
- Paper Structure
Lecture topics include:
- World of consumers
- Perception and sensation
- Learning and memory
- Motivation and values
- Legislation/codes
- The self, personality, lifestyles
- Attitudes and persuasion
- Decision making
- Group influences on consumer buying
- Cultural influences on consumer buying
- Consumers and sub-cultures
- The global consumer
- Teaching Arrangements
- Students must attend two 50-minute lectures every week and one 50-minute tutorial when scheduled.
- Textbooks
Recommended Text: Solomon, M., Russell-Bennett, R., and Previte, J. (2018) Consumer Behaviour: Buying, Having Being. Pearson Education, Australia.
Student etext purchase link:
Additional readings will also be provided on each topic throughout the paper.
- Course outline
- View the course outline for MART 210
- Graduate Attributes Emphasised
- Global perspective, Interdisciplinary perspective, Lifelong learning, Scholarship,
Communication, Critical thinking, Cultural understanding, Ethics, Environmental literacy,
Information literacy, Research, Self-motivation, Teamwork.
View more information about Otago's graduate attributes. - Learning Outcomes
Students who successfully complete this paper will:
- Critically examine psychological and sociological factors influencing consumer behaviour
- Describe and discuss the relationship between business, consumers and global consumption
- Critically examine marketing's impact on consumers
- Examine cultural influences and summarise different viewpoints on consumer behaviour
- Develop and apply information literacy skills and conduct a critical review of consumer behaviour research literature
- Demonstrate teamwork and professional oral and written presentation skills
