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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.
The objectives of the course are:1. To gain an understanding of how consumers make decisions.2. To explain the impact of individual influences (motivation, perception, learning, attitudes, lifestyles) on consumer behaviour and decisions.3. To explain the impact of group, social, and cultural influences on consumer behaviour and decisions.4. To reflect on consumer behaviour theories and its implications on product, promotion, pricing, and distribution strategies.5. To critically evaluate a consumption situation and apply solutions and recommendations for improvement.6. To critically reflect on consumption and its effect on the social and natural environment.
(1) MKTG100 or COMS105; and (2) A further 45 points.
MGMT204
Students must attend one activity from each section.
Joya Kemper
The ‘45% rule’ applies to this course. That is, student need to reach 45% weighted average across invigilated assessments. Please refer to https://learn.canterbury.ac.nz/course/view.php?id=7744 for further information. Assessment In Te Reo MāoriIn recognising that Te Reo Māori is an official language of New Zealand, the University provides for students who may wish to use the Te Reo Māori in their assessment. If you intend to submit your work in Te Reo Māori you are required to do the following: Read the Assessment in Te Reo Māori Policy and ensure that you meet the conditions set out in the policy. This includes, but is not limited to, informing the Course Coordinator 1) no later than 10 working days after the commencement of the course that you wish to use Te Reo Māori and 2) at least 15 working days before each assessment due date that you wish to use Te Reo Māori.
Solomon, M.R., Russell-Bennett, R. & Previte, J; Consumer Behaviour: Buying, Having Being ; Pearson, 2019.
Domestic fee $1,003.00
International fee $4,538.00
* 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 .