MMM092-Consumer Behaviour

Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Terms in which taught: Spring term module
Non-modular pre-requisites:
Modules excluded:
Current from: 2022/3

Module Convenor: Mr Bahram Mahmoodi Kahriz

Type of module:

Summary module description:

Understanding customers, whether in consumer or business-to-business is at the heart of the marketing discipline. This module uses contributing social sciences such as psychology, sociology and economics to understand the drivers to consumer behaviour.

Understanding consumer psychology is a key requirement for effective marketing management. Marketing managers need to be able to identify and respond appropriately to different consumer audiences who vary in terms of their perceptions, beliefs, attitudes, emotions, personalities and behaviours. Changing lifestyles and values in society mean that the influence and impact of culture, family and friends play a key role in motivation and on consumer choice. The Internet has significantly increased the ease of access to product and/or service information, as well as the easier communication and transfer of information between consumers. This means that the consumer is highly knowledgeable and able to take a more proactive position in relation to the purchase process. This is leading to shifts in the power relationship between the consumer and organisations.

The processes of consumer decision making and activity, triggers of need, information search, evaluation of options, purchasing decisions, consumption of goods, and post-use evaluation, are vital to the marketer in understanding the application of marketing tools. The wider possibilities for behavioural segmentation, satisfaction and loyalty in products and services are considered. 


To provide an understanding into the psychological and sociological factors that influence consumer behaviour before, during and after purchase and consumption in contemporary consumer markets. To discuss the effective engagement and handling of business customers. The purpose of the module is to explore and apply consumer and business customer buying behaviour models in a contemporary context.

Assessable learning outcomes:

  1. Recognise and analyse the key aspects and dimensions of understanding customers as individuals in terms of?motivation, perception, learning attitude formation and change and their personalities.

  2. Recognise and analyse the key aspects and dimensions of understanding customers within their cultural and social settings by considering the influences of reference groups and families, culture and its erosion.

  3. Evaluate the underlying theories of consumer behaviour and apply concepts of the consumer decision making process in both consumer and business-to business markets in both high and low involvement purchasing.

  4. Evaluate psychographic and behavioural approaches to and practitioner models of segmentation.

  5. Define and create strategic marketing tools, pricing, communication and promotion responses, which are pertinent to the customer and the stage of purchase.

  6. Relate consumer behaviour learning to the issues of satisfaction and loyalty and service consumption and evaluation.

Additional outcomes:

Effectively organise, plan, and work both collaboratively and individually in understanding and applying the principles of critical analysis. To communicate consumer analysis effectively through both verbal and written reporting, appropriately applying buyer behaviour theory in practice in different market contexts.

Outline content:

  • Psychological and sociological influences 

  • Behavioural and psychographic segmentation 

  • Models of consumer behaviour and decision making 

  • Consumer and organisational buying behaviour 

  • Consumer satisfaction and loyalty 

Brief description of teaching and learning methods:

This module will be based on a variety of teaching methods including lectures, class discussions, and practical sessions.

Contact hours:
  Autumn Spring Summer
Lectures 20
Seminars 3
Guided independent study:      
    Wider reading (independent) 30
    Wider reading (directed) 21
    Exam revision/preparation 40
    Advance preparation for classes 30
    Preparation for seminars 6
    Preparation of practical report 40
    Reflection 10
Total hours by term 0 200 0
Total hours for module 200

Summative Assessment Methods:
Method Percentage
Written exam 60
Project output other than dissertation 40

Summative assessment- Examinations:

A 2 hours exam (60%)

Summative assessment- Coursework and in-class tests:

A group written report equivalent to 3,500 words (40%)  to be submitted in week 10 (timetable week 29). 


Formative assessment methods:

Students will receive formative feedback on a number of occasions, including feedback given during the?seminars,?as well as lectures.

Penalties for late submission:

Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information: 

Assessment requirements for a pass:

A weighted average mark of coursework and examination of 50%.

Reassessment arrangements:

Resits are 100% by examination.

Additional Costs (specified where applicable):

Last updated: 22 September 2022


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