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MART210 Consumer Behaviour

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.

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MART 112
Schedule C

Teaching staff

Professor Rob Aitken
Associate Professor Leah Watkins

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.

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

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Semester 1

Teaching method
This paper is taught On Campus
Learning management system


Stream Days Times Weeks
L1 Tuesday 14:00-14:50 9-14, 16, 18-22
Wednesday 14:00-14:50 9-14, 16-22


Stream Days Times Weeks
Attend one stream from
T1 Monday 09:00-09:50 10-11, 16, 18-19
T2 Monday 10:00-10:50 10-11, 16, 18-19
T3 Monday 11:00-11:50 10-11, 16, 18-19
T4 Monday 12:00-12:50 10-11, 16, 18-19
T5 Monday 15:00-15:50 10-11, 16, 18-19
T6 Tuesday 09:00-09:50 10-11, 16, 18-19
T7 Tuesday 12:00-12:50 10-11, 16, 18-19
T8 Wednesday 09:00-09:50 10-11, 16, 18-19
T9 Wednesday 15:00-15:50 10-11, 16, 18-19
T10 Thursday 10:00-10:50 10-11, 16, 18-19
T11 Tuesday 10:00-10:50 10-11, 16, 18-19
T12 Thursday 11:00-11:50 10-11, 16, 18-19