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UNIT PURPOSE
Provides the learner with an understanding how the field of marketing is influenced by the actions of
consumers, and also how consumers are influenced by marketers. It also identifies consumer behaviour
as an important component of marketing analysis in examining and diagnosing problems and reaching
effective decisions.
UNIT INTRODUCTION
The main aim of this unit is to help learners understand consumer behaviour in business-to-consumer
(B2C) markets.
Thus, the unit will focus on behaviour of consumers and the psychological and environmental influences.
Here, the influences will be explored from a behavioural science perspective by examining the following
areas: attention, perception, memory, learning, attitude, motivation, socio-cultural influences, life-style
perspectives and the consumer decision-making process.
Finally, the importance of customers in effective consumer marketing and a range of theoretical
perspectives will be discussed. Examples will be explored to demonstrate the relationship between
theory and practice in a consumer market environment, and new perspectives in the study of consumer
behaviour such as neuromarketing will be explored.
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Consumer Behaviour
To pass this unit, the learner must generate evidence that demonstrates all learning outcomes have been met through the achievement of all the units
assessment criteria.
Learning outcomes
On completion of this unit, the learner will:
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Assessment criteria
On completion of this unit, the learner can:
1.1 Describe the background to
consumer behaviour and related
market place of an organisation
1.2 Identify theories related to
consumer behaviour
1.3 Describe a variety of psychological
and environmental variables that
influence consumers
1.4 Discuss the importance and
limitations of social and behavioural
sciences and consider their
application to marketing
Content
Consumer Behaviour: the study of the processes involved
when individuals or groups select, purchase, use or dispose
of products, services, ideas or experiences to satisfy needs
and desires
Psychological factors: Perception, learning, motives, needs,
beliefs and attitude, social influence
External environmental factors: Culture, social, family,
economic, lifestyle influences
Consumer Behaviour theories: The cardinal theory, the
ordinal theory, nudges theory (Sunstein & Thaler)
Behavioural Sciences: involves fields like psychology, social
neuroscience and cognitive science, behavioural economics
Social Sciences: include fields like sociology, economics,
public health, anthropology, demography and political
science
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03
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Consumer Behaviour
Assignment
title
Assignment 1
Assessment
method
Scenario
As the Business Development
Manager of an organisation of your
choice, you have been requested to
produce a report to your CEO that
encompasses the following aspects.
1 Conduct a SWOT analysis to
understand the organisations
current position in the market
in relation to its marketing
functions
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Consumer Behaviour
Report
Assessment
Criteria
covered
1.1,1.2,1.3,1.4,
2.1,2.2,3.1,3.2,
3.3, 3.4, 3.5
Assignment
title
Assessment
method
Scenario
Assignment 1
Cont.
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Consumer Behaviour
Report
Assessment
Criteria
covered
Assignment
title
Scenario
Assessment
method
1.1,1.2,1.3,1.4,
2.1,2.2,3.1,3.2,
3.3, 3.4, 3.5
Assignment 1
Cont.
Report
1.1,1.2,1.3,1.4,
2.1,2.2,3.1,3.2,
3.3, 3.4, 3.5
Assignment 1
Cont.
Report
International marketing
International Logistics
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Consumer Behaviour
RESOURCES
TEXTBOOKS
Blackwell, Miniard and Engel (2006) Consumer Behaviour 10th Edition, Thomson South
Western
Arnould, Price and Zinkhan (2004) Consumers (International Edition) McGraw Hill
Schiffman and Kanuk (2010) Consumer Behaviour 10th (Global) Edition Pearson
Gross R (1996) Psychology: the Science of Mind and Behaviour. Hodder and Stoughton
JOURNALS
The Marketer
http://www.themarketer.co.uk/
Forbes
http://www.forbes.com
Hubspot
http://blog.hubspot.com/
B2B Marketing
http://www.b2bmarketing.net/
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Consumer Behaviour