This interdisciplinary unit discusses the consumer as the focus of the marketing system. The unit of study emphasises the use of knowledge about consumer behaviour in marketing decisions and insight for innovation. The contribution of the disciplines of anthropology, sociology, psychology, and economics to the understanding of consumer buying behaviour is highlighted. Specific area of focus are consumer needs, motives, perceptions, attitudes, personality, the socialisation process, group influences (family, social groups, culture and business) and culture. Theoretical and conceptual consumer behaviour frameworks are applied to purchasing decision-making, buying and the use of goods and services in both Australian and a global context.

Unit details

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Learning Outcomes

On successful completion of this unit, students will be able to:
  1. Critically reflect upon theoretical approaches and practice-based innovations in the field of consumer behaviour;  
  2. Appraise cognitive and affective models within cultural and social settings;  
  3. Critique traditional views of consumer behaviour and reflect on alternative viewpoints of the application of behavioural models including double jeopardy, duplication of purchase law and Dirichlet theory; and  
  4. Evaluate the strategic and tactical implications associated with consumer behaviour theories.  


Assessment type Description Grade
Presentation Group presentation and discussion 30%
Case Study Case study on Contemporary issues 40%
Report Reflection on Consumer Behaviour 30%

Required reading

Consumer Behaviour: Buying, Having, Being. 4th ed
Solomon, M.R., Russell-Bennett, R. and Previte, J. (2019)
Pearson Australia: Melbourne.

Where to next?

As part of a course

This unit is studied as part of the following courses. Refer to the course page for information on how to apply for the course.

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