Unit Display

MKTG201 - Buyer Behaviour

10 cp
Prerequisites Nil
Teaching Organisation 3 hours per week for twelve weeks or equivalent

For a business to remain competitive in the marketplace a comprehensive understanding of customers is required. To gain a strong understanding of customer’s purchase patterns and consumption, the unit views the consumer decision-making process from the individual, organisational and public policy perspectives. Theories and concepts are drawn from disciplines such as cognitive psychology, social psychology, sociology, anthropology, and demography to discover and understand various aspects of buyer behaviour. Specific topics of study include: cultural, demographic and psychographic influences; reference group influences; household decision processes and consumption behaviour; consumer perception and learning; motivation, personality and emotion; consumer attitudes; and purchase decision processes.

The aim of this unit is for students to develop an understanding of how and why consumer make purchasing decisions. The knowledge and critical thinking gained from this unit offers guidance on how marketing managers can influence buyers’ purchase behaviour.