Consumer Behaviour

Unit code: BHO5574 | Study level: Postgraduate
(Generally, 1 credit = 10 hours of classes and independent study.)
City Campus
VU Sydney


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. 

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.


For Melbourne campuses

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

Required reading

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

As part of a course

This unit is studied as part of the following course(s):

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