This module introduces students to the study of consumer behaviour. The module examines the various determinants of consumer behaviour, introduces and examines the theories of consumer behaviour and their application to managerial decision-making. In addition, the module builds an appreciation of understanding consumer behaviour in areas of new product testing, and advertising, distribution and pricing research. The module will draw upon theories of consumer behaviour and the key concepts to structure the sessions and their content.
The main aim of the module is to enable students to develop a critical understanding of the importance of studying and understanding consumer behaviour and its role and contribution to the marketing function.
- Module Supervisor: George Chryssochoidis