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Consumer Behaviour

David Statt, Jane Priest and Steve Carter

We buy goods and services every day: to eat, to wear, to read, to watch, to play, to travel, to exercise, to make us wealthy and perhaps wise. Consumption is so prevalent that we are often unaware of its importance in shaping our lives.

This elective adopts a psychological approach to consumer behaviour and, with examples of marketing in practice, explores the complementary experience of the individual consumer and individual marketer.

Understanding why people buy what they buy is crucial for effective marketing, helping managers identify appropriate people to target and design and communicate attractive offerings. Every element of the marketing plan benefits from an understanding of the customer, and with the rapid pace of change in consumer markets today this is only going to become more important.

Topics covered

  • People as consumers.
  • Consumer society
  • Market segmentation.
  • New products and innovations.
  • Perception.
  • Personality and the self.
  • Learning, memory and thinking.
  • Motivation.
  • Family influences.
  • Social and developmental influences.
  • The influence of small groups.
  • The influence of social class.
  • Cultural influences
  • Attitudes
  • Communication and persuasion.
  • Approaching a decision.
  • The decision and its consequences.
  • Models of consumer behaviour.
  • The future consumer.