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The purpose of this course is to introduce students to advanced consumer behaviour and research, and for students to develop the ability to integrate the various theories and research findings presented.
Consumer behaviour is one of the most diverse and intellectually open fields that you will find in the academy. Drawing upon economics, psychology, sociology, social psychology, and anthropology, consumer researchers apply insights from these fields to understand the buying, using, and disposing of goods and services. Findings from the field of consumer research are applied in the areas of public policy, consumerism, marketing research, and business practice, to name but a few. Moreover, this relatively young field is beginning to develop its own unique conceptual base.The goal of this class is to help you build a general schema for understanding the field of consumer research in its diversity. Moreover, you will learn how to critically assess research in this area in order to explore, envision, and design your own research studies. This subject is designed to provide a strong foundation in theories and research in the area of consumer behaviour. We will cover various topics such as consumer processing of market information, how information is incorporated into decision-making, factors influencing decision-making, social and cultural influences on consumptions, consumer behaviour in the contemporary wired social world, and major methodologies available for investigating consumer behaviours.
The objectives of the course are:1: Understand and appreciate the range of consumer behaviour research;2: Be able to analyse consumption experiences and their drivers.3: Critically evaluate consumer research studies pointing out strengths, weaknesses, and opportunities for additional research (in both oral and written formats);4: Identify a gap in the consumer behaviour literature and analyse an existing consumer brand using principles of consumer behaviour; and5: Articulate the standards for high quality consumer research.
Subject to approval of the Head of Department
MGMT423
Students must attend one activity from each section.
Ekant Veer
Professor June Cotte
The ‘45% rule’ does not apply to this course. That is, students do not need to reach 45% weighted average across invigilated assessments. Please refer to Learn for further information.The use of AI may or may not be permitted in courses. Within a course, permission may vary by assignment. It is the responsibility of the student to inform themselves about assessment conditions and submit work that is their own and that properly acknowledges the work of other people and tools, including generative artificial intelligence tools.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 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.
Domestic fee $1,130.00
International Postgraduate fees
* 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 .