Consumer Behaviour (CB)

Marketing management rests upon conceptions of how customers behave. So an understanding of consumer behaviour is a prerequisite of successful marketing.

The module combines investigation of buyer behaviour theory with the opportunity to explore practical issues such as: how attitudes, motivation and personality affect the things we buy and where and how we shop; how we react to persuasive communications. Consumer behaviour comprises information processing and physical activities directed towards goal achievement determined by individual psychological variables and influences from the social environment.