Consumer Behaviour

Unit code: BHO2434 | Study level: Undergraduate
Credit points
12
(Generally, 1 credit = 10 hours of classes and independent study.)
Location
City Campus
Footscray Park
Online Real Time
VU Sydney
Prerequisites
BHO1171 - Introduction to Marketing
(Or equivalent to be determined by unit coordinator)
Overview
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Overview

This unit provides a detailed study of consumer buying behaviour, both cognitive and behavioural, as well as purchasing processes and the factors which influence them. The unit includes the understanding of characteristics of individuals, groups and organisations and their influences on purchasing and consumer behaviour, market structures, double jeopardy and duplication of purchase. Students will develop capacities to address complex marketing problems and to facilitate effective marketing decision-making through their engagement with a range of theories and frameworks associated with consumer behaviour. Students will engage with a range of team-based and individual learning activities including practical problem solving and case study analysis, online learning activities, peer review and self-reflection.

Learning Outcomes

On successful completion of this unit, students will be able to:

  1. Reflect upon the relationships between the concepts of behaviour and attitudes, and examine their application to consumer behaviour;
  2. Discriminate between the cognitive and behavioural theories of consumer behaviour;
  3. Conceptualise the forces underlying major consumer trends in diverse local and global markets;
  4. Determine the patterns of purchasing behaviour based on the behavioural models of the Double Jeopardy Effect and the Duplication of Purchase Law;
  5. Apply a broad range of cognitive frameworks and behaviourist patterns of purchasing behaviour to real-life consumer behaviour situations in order to address complex marketing problems and facilitate effective marketing decision-making; and
  6. Evaluate the capacities of marketing strategies to succeed in diverse local and global communities by taking into account alternative theories of consumer behaviour.

Assessment

For Melbourne campuses

Assessment type: Test
|
Grade: 15%
Online Multiple Choice Quiz
Assessment type: Test
|
Grade: 15%
In Class Test
Assessment type: Report
|
Grade: 30%
Group Report and Video
Assessment type: Test
|
Grade: 40%
In Class Test - Short Answer

Other locations

For students studying at Sunway College Johor Bahru, Sunway College Kuala Lumpur
Assessment type: Test
|
Grade: 15%
Multiple Choice Quizzes
Assessment type: Test
|
Grade: 15%
In Class Test
Assessment type: Report
|
Grade: 30%
Group Report and Presentation
Assessment type: Examination
|
Grade: 40%
Final Examination

Required reading

Consumer behaviour
Hoyer W., Maclnnis D., Pieters R., Chan E. & Northey G. (2018).| Asia Pacific Edition: Cengage Publications Ltd.

ISBN: 978-0170362016 Essential articles for reading for this unit are available on VU Collaborate or through the library.

As part of a course

This unit is not compulsory for any specific course. Depending on the course you study, this unit may be taken as an elective.

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