Consumer Behaviour


Teaching Hours and Credit Allocation: 18 hours, 4 credits
Course Assessment: Coursework



Understanding consumers is the cornerstone of the marketing concept and the module draws on different disciplines within social science such as psychology and sociology to explore how and why consumers behave in an international context. The students will also gain first-hand experience of researching consumers within the SEE and EU through their project work.


Learning Outcomes

By the end of this course you should be able to:

  • Understand different types of benefits a customer can bring to the firm
  • Learn the analytic tools to derive the potential return on investment for each customer opportunity
  • Learn to quantify and communicate buyer benefits to the customer
  • Understand and manage the customer decision-making process



  • Perception, sensory thresholds, perceptual selection, learning, motivation, psychoanalytical perspective, means-end chain modelling
  • Values, involvement, attitudes and attitude change, the source versus the message
  • The self, gender roles, body image
  • Individual decision making, shopping, buying, evaluating and disposing
  • Group influences, word of mouth and opinion leadership
  • Income and social class, status symbols, age subcultures, euroconsumers
  • Culture and consumption and cultural change processes, environmentalism, postmodernism