Consumer Behaviour

Course Description

This course introduces the key psychological, social, and cultural factors that shape how consumers make decisions. Students learn how individuals and groups choose, use, and evaluate products, and how organisations can ethically respond to these behaviours.

LEARNING OUTCOMES / COMPETENCIES

Knowledge

• Consumer decision processes — Understanding how consumers recognise needs, evaluate options, and make choices.

• Psychological influences — Motivation, perception, learning, attitudes, and emotions.

• Social and cultural factors — Family, groups, culture, and lifestyle impacts.

• Digital behaviour — How online environments and social media shape decisions.

• Ethical consumption — Awareness of responsible and sustainable consumer behaviour.

Skills

• Consumer analysis — Ability to interpret consumer needs and behavioural patterns.

• Applying theories — Using behavioural concepts in real marketing situations.

• Segmentation and personas — Developing profiles based on behavioural insights.

• Strategy development — Translating insights into marketing actions.

• Critical evaluation — Assessing persuasion techniques and ethical issues.