An understanding of the needs and behaviours of consumers is an intrinsic component of the development and implementation of successful marketing actions. Specific topics address the consumer decision process; situational and perceptual influences in consumer evaluation of marketing messages, products and services; motivation, learning and memory, personality, attitude and attitude change in marketing contexts; the influence of consumer demographics; and contextual influences on consumer behaviour, including that of the online consumer.

At the end of the semester, students should have acquired; A comprehensive understanding, in both organisational and consumer exchanges, of the following:
The process of human decision making in a marketing context
The three major influences on customer choice:
The individual customers make up
The environment in which the customer is embedded Marketing strategies of the supplier;
The cognitive skills to enable the application of the above knowledge to marketing decision making and activities.

Individual assignment 20%

Group assignment 30%

Exam 50%

At least three contact hours per week

At least 24 units

with BUSN2031 Consumer Behaviour

Quester P, Neal C, , Pettigrew, S Grimmer, M Davis, T and Hawkins D (2004).
Consumer Behaviour. Enhanced 5th Ed. McGraw Hill, Roseville NSW

For further information please refer to http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG2031