2010 Course Handbook
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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; and organisational buying behaviour.
| Credit Points: | 3 |
| Contact Hours: | 3 |
| When Offered: | D1 - Day; Offered in the first half-year D2 - Day; Offered in the second half-year E2 - Evening; Offered in the second half-year |
| Staff Contact(s): | Dr Steven Ward |
| Prerequisites: | |
| Corequisites: | |
| NCCW(s): | |
| Unit Designation(s): | |
| Assessed As: | Graded |
| Offered By: | Department of Business |
Timetable Information
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