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Consumer Behaviour - MKTG203
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 |
| When Offered: | D1 - Day; Offered in Session 1, North Ryde D2 - Day; Offered in Session 2, North Ryde E2 - Evening; Offered in Session 2, North Ryde Session 3 Internal - Day; Offered in December 2012 - February 2013, North Ryde |
| Staff Contact(s): | Dr Steven D'Alessandro |
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| Assessed As: | Graded |
| Offered By: | Department of Marketing and Management Faculty of Business and Economics |
Timetable Information
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