MS70073E Diversity In Consumer Behaviour

MS70073E Diversity In Consumer Behaviour

MS70073E Diversity in Consumer Behaviour


This is a module about consumption and consumer behaviour. In this module we examine why consumers behave the way they do and what marketers should know about consumers to ensure that the products and services they offer meet consumers’ needs better than the competition. In this sense the module is a ‘how to’ course. But we also grapple with issues beyond this simple approach to consider the merits of different models of consumer behaviour, consumption problems in a sustainable world, and questions associated with having too much choice – hyper-choice.

So an important aspect of this module is to question the extent to which the models and ideas we cover adequately explain the real world of the consumer. You will need your wits about you since we use ideas from economics, psychology and sociology, as well as concepts rooted in a modernist paradigm and new ideas from the post modernists.

On a practical level, besides helping you to acquire marketing knowledge and skills this module aims to develop further your ability to manage your own learning, communicate your views to your tutor and other students and work effectively in groups. You will be expected to present your work to a professional standard.

The key aims of the module are:

· Show how an understanding of buyer behaviour, i.e. “what makes customers tick”, can help marketers focus more effectively on customers’ needs and wants.

· Address wider societal concerns about consumption in a world of finite resources and the potential conflicts that face today’s marketers as they attempt to satisfy consumer needs, a firm’s need for profits and societal responsibilities.

· Enable students to develop in depth knowledge, understanding and skills in consumer behaviour.

Previous studies on marketing covered the basic concepts of marketing and marketing management.

This module examines in more detail concepts and theories about why consumers behave the way they do and how marketers can use this information to improve organisational effectiveness. It also considers questions about consumption in a world of finite resources. behaviour including post-modern perspectives on consumption.

Environmental/social influences: An examination of the cultural, sub-cultural, social and family influences on consumer behaviour and the implications for marketing.

Individual/psychological influences: An examination of how the following influence consumer behaviour: learning, perception, motivation, personality, and attitude formation and change and the implications for marketing.


Specific expectations students can have of tutors:

· Drop-in support by emailing the tutors, if needed.

· Constructive formative feedback on assessment draft will be provided and schedule will be published on BB,

· Lecture slides, seminar activities and any relevant solutions will be made available onBlackboard Specific expectations tutors will have of students:

· Attend all classes and arrive at classes punctually

· Come prepared to all the sessions and behave professionally.

· Actively participate and engage in class activities

· Communicate professionally in class and with tutors

· Attempt all assessments by submission deadline and communicate with the tutor if there are any extenuating circumstances to explore extensions requests and/or mitigation claims Learning outcomes to be assessed On completion of this module, the students will be able to:

A. Knowledge and understanding

1. have a detailed knowledge of the concepts relating to consumer behaviour

B. Intellectual (thinking) skills

1. be able to analyse data concerning complex marketing problems and opportunities with a minimum of guidance, applying major consumer behaviour theories and concepts

C. Subject practical skills

1. be able to select and apply a variety of consumer behaviour concepts and information to develop realistic and original solutions to complex marketing problems

D. Key/transferable skills

1. be able to communicate problem solutions in an appropriate format

2. be able to access and use learning resources

3. be able to debate ideas and solutions in groups

Consumer buying patterns have changed over the years. You are required to prepare an essay based on the products/service of a chosen company that has seen their customer base change due to trends in consumer spending. It should include:

• addressing the cultural element influences on the buying process (from customer’s perspective)

• carrying out an analysis using appropriate theories or models

• assessing the likely impact of culture on marketing activities arising from agreed terms of  reference (from firm’s perspective)

• an evaluation of the impact of technology, mobile, apps, social media, internet, etc. on new  patterns affecting buying experience

• the role of shared economy Further Guidelines:

The assignment will be marked on writing quality as well as content.

• Your writing needs to be clear, direct and persuasive.

• Use paragraphs to organise your thinking and help orient the reader.

• The overall impression is also very important.

• In-text citations are very important, please ensure Harvard Referencing is followed at all times

• Support your claims by authentic references

• Spelling errors, poor format and grammar gives the impression of poor thinking, carelessness and lack of regard for your assignment.

• The focus of the essay is on the analysis of the consumers’ buying patterns – not a restatement of what the activities within a buying process are.

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