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The purpose of this course is to focus on why and how consumers make decisions and behave in certain ways. More specifically, it examines what motivates consumers, what captures their attention, and what retains their loyalty.
Consumer behaviour studies how consumers respond to marketing stimuli, how underlying psychological processes influence this response, and how consumers are influenced by other factors such as group dynamics, society, and culture. Knowledge of consumer behaviour guides the marketing of products, services, and experiences that fulfil the needs and wants of both individuals and organisations. Knowledge of consumer behaviour concepts is essential for marketing managers and public policy makers, and for individual consumers.
The objectives of the course are:1. To gain an understanding of the concepts and theories underlying consumer behaviour;2. To gain an understanding of how consumers make decisions;3. To understand the impact of individual influences (motivation, perception, learning, attitudes, lifestyles) on consumer behaviour and decisions;4. To understand the impact of group, social, and cultural influences on consumer behaviour and decisions;5. To understand the implications of consumer behaviour for product, promotion, pricing, and distribution strategies;6. To develop critical thinking and problem-solving skills through collecting relevant information and developing generalized conclusions about the behaviour of consumers.
Any 30 points in ECON, MGMT, MKTG, MSCI, PSYC, SOCI or other social science approved by Head of Department of Management.
MGMT204
Kevin Voges
Paula Arbouw
Quester, Pascale G. , Hawkins, Del I., Pettigrew, Simone; Consumer behaviour : implications for marketing strategy ; 6th ed; McGraw-Hill Education, 2011.
NOTE: Relationship between lecture notes and textbookNot all of the textbook material will be covered in lectures, and lectures are not limited to what is covered in the textbook. The student is responsible for all assigned readings as well as all material presented in lecture. Therefore attending every lecture is very important, as is reading the assigned material prior to lecture (as outlined in the lecture schedule).
LEARN
Course ResourcesThe lectures are not videotaped. However, outlines of the PowerPoint presentations used in the lectures will be available on Learn (with the possible exception of any guest lectures). If you miss a class, you are responsible for obtaining the missed information from a classmate. I am unable to give out my personal lecture notes, so do not ask.All announcements relevant to the course may be found on the Learn website.Departmental Academic Policies The Department assumes that you have read this document.You should also read the General Course and Examination Regulations Dishonest PracticeThe University of Canterbury considers cheating and plagiarism to be serious acts of dishonesty. All assessed work must be your own individual work unless specifically stated otherwise in the assessment guidelines. Material quoted from any other source must be clearly acknowledged. You must not copy the work of another person (student or published work) in any assessment including examinations, tests and assignments. Any person, who is found to have copied someone else's work, or to have allowed their work to be copied, will receive a fail grade for that piece of assessment and may face disciplinary action which may lead to a fine, community service or exclusion from the university.IMPORTANT: Where there are concerns regarding the authorship of written course work, a student can be required to provide a formal, oral explanation of the content of their work.Coversheets - Group and Individual
Domestic fee $655.00
International fee $2,888.00
* All fees are inclusive of NZ GST or any equivalent overseas tax, and do not include any programme level discount or additional course-related expenses.
For further information see Management, Marketing and Tourism .