Consumer Behaviour

Module code: MN2121

Understanding consumer behaviour is critical to the successful execution of marketing strategies and brand building.  In this module ,you will learn the core theoretical agendas and develop the ability to understand and forecast consumer's behaviours, such as the motivators and inhibitors behind a purchase.  More specifically, you will:

• Understand the nature of consumer decision-making and information processing.
• Understand the internal, external, and situational factors that influence consumer decision-making and information processing.
• Develop the ability to apply relevant theories and academic literature to analyse the hidden factors behind consumers' choices for strategic building.

Topics covered

• Consumer information processing, decision-making, and behavioural patterns
• Consumer self-concept, traits, and motivations
• Values, reference groups, attitudes and behaviours