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Consumer behaviour BA3170

Half course

Understanding the nature of consumer behaviour is critical for understanding not just the marketing environment, but also the nature of the consumer society that we live in. This module seeks to develop critical understandings of consumer behaviour that will hold relevance both inside and outside the domain of marketing practice.

This module is best suited to those students who are open to new ideas, who are self-motivated, willing to read extensively and contribute widely to class discussion and who are curious about the nature of contemporary consumption, markets and culture.


BA2080 Marketing Management

Topics covered

  • The research process
  • The Logical Flow Model 
  • The role perception plays within the marketing context.
  • Marketing strategies and understanding the needs of consumers. T
  • Attitudes and theories on attitudes 
  • The influence the situation and environment can have on consumer behaviour.
  • Reference group influences
  • The families influence on decisions  
  • Cultural implications

Learning outcomes

By the end of this module students should be able to:

  • Assess and evaluate the factors, internally and externally, through which we understand consumer behaviour
  • Apply relevant consumer behaviour theories in understanding the impact of marketing strategies
  • Develop critical and reflexive understandings of the nature of consumption, markets and culture
  • Apply appropriate research techniques
  • Appreciate the complexity of consumer behaviour


This module is assessed by a two hour unseen written examination.

Essential reading

Consumer Behaviour: A European Perspective (Solomon et al)