Buyer and Consumer Behaviour

Course aim

To familiarise students with the concepts of individual consumer and industrial buyer behaviour, and to acquaint students with applications of these concepts in the market place.

Course content

Buying behaviour and buying behaviour theories; cultural, class, family and other key external factors influencing consumers' purchasing; repeat buying patterns (NBD theory and NBD-Dirichlet); memory (brand beliefs) and brand salience; patterns in belief and attitude data; customer evaluations of service and their relationship with future behaviour; the diffusion of innovations (Bass model); the consumer as a shopper, reactions to marketing interventions, segmentation.

Textbook(s)

East, R, Wright, M & Vanhuele M 2013, Consumer Behaviour: Applications in Marketing, 2nd Edition, Sage, London

Prerequisite(s)

Nil

Corequisite(s)

MARK 1010 Marketing Principles: Trading and Exchange must be taken either prior to or at the same time as MARK 1008 Buyer and Consumer Behaviour.

Teaching method

Component	Duration
INTERNAL, CITY WEST
Lecture	2 hours x 13 weeks
Tutorial	1 hour x 12 weeks
EXTERNAL, CITY WEST, DISTANCE EDUCATION
External (Moderated online student discussion board)	3 hours equiv x 12 weeks
INTERNAL, OFFSHORE, HONG KONG BAPTIST UNIVERSITY
Workshop	2.5 hours x 8 days
Tutorial	10 hours x across 14 weeks
External (Moderated online student discussion board)	1 hour x 10 weeks
INTERNAL, OFFSHORE, TAYLOR'S BUSINESS SCHOOL
Lecture	2 hours x 14 weeks
Tutorial	2 hours x 13 weeks

Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.

Assessment

Assignment Part A - Calculations, Assignment Part B - Discussion, Examination, Major essay, Tutorial assessment, Tutorial Assessment, Weekly Questions

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 3)
To determine the fee for this course as part of a Commonwealth Supported program, go to:
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Fee-paying program for domestic and international students
International students and students undertaking this course as part of a postgraduate fee paying program must refer to the relevant program home page to determine the cost for undertaking this course.

Non-award enrolment
Non-award tuition fees are set by the university. To determine the cost of this course, go to:
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* Equivalent Full Time Study Load. Please note: all EFTSL values are published and calculated at ten decimal places. Values are displayed to three decimal places for ease of interpretation.