As consumers, we live in a constantly changing world, driven by fast-paced
technological, social, cultural and economic developments, resulting in access to a
wide array of new products and services. These rapidly changing social and market
factors significantly affect our behaviours and purchase decisions. Consumer
behaviour will continue to change over the next decade and will affect our
consumption choices. For marketers, understanding how consumers behave helps
them to identify and offer products and services that better satisfy consumers’ needs.
The focus of this unit is on providing you with a comprehensive introduction to
theories and models that help explain consumer behaviour in different consumption
contexts. The unit will help you to develop knowledge about the steps in the
consumer decision-making process, and the internal and external factors (individual,
social, and cultural) that influence consumers’ evaluation of marketing messages and
subsequent purchase decisions. The unit will assist with your conceptual and
theoretical learning of how nuances in consumer behaviour impact consumer decision
making. The unit will help you to develop skills that enable the application of
consumer behaviour knowledge to marketing strategy and tactics.
|Unit name||Consumer Behaviour|
|College/School||College of Business & Economics
Tasmanian School of Business and Economics
|Coordinator||Doctor Lin Yang|
|Available as an elective?||Yes|
|Delivered By||University of Tasmania and Third Party (Universal College of Higher Education Hong Kong)|
|Location||Study period||Attendance options||Available to|
|Launceston||Accelerated Study Period 3||On-Campus||International||Domestic|
|Cradle Coast||Accelerated Study Period 3||On-Campus||International||Domestic|
|Online||Accelerated Study Period 3||Off-Campus||International||Domestic|
|Hong Kong Universal Ed||Semester 2||On-Campus||International|
- International students
- Domestic students
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Units are offered in attending mode unless otherwise indicated (that is attendance is required at the campus identified). A unit identified as offered by distance, that is there is no requirement for attendance, is identified with a nominal enrolment campus. A unit offered to both attending students and by distance from the same campus is identified as having both modes of study.
|Study Period||Start date||Census date||WW date||End date|
|Accelerated Study Period 3||11/9/2023||4/10/2023||26/10/2023||10/12/2023|
* The Final WW Date is the final date from which you can withdraw from the unit without academic penalty, however you will still incur a financial liability (refer to How do I withdraw from a unit? for more information).
Unit census dates currently displaying for 2023 are indicative and subject to change. Finalised census dates for 2023 will be available from the 1st October 2022. Note census date cutoff is 11.59pm AEST (AEDT during October to March).
- Explain the fundamental concepts and theories of consumer behaviour.
- Describe factors that influence consumer behaviour.
- Apply the knowledge of consumer behaviour in practice.
|Field of Education||Commencing Student Contribution 1||Grandfathered Student Contribution 1||Approved Pathway Course Student Contribution 2||Domestic Full Fee|
1 Please refer to more information on student contribution amounts.
2 Please refer to more information on eligibility and Approved Pathway courses.
3 Please refer to more information on eligibility for HECS-HELP.
4 Please refer to more information on eligibility for FEE-HELP.
Please note: international students should refer to What is an indicative Fee? to get an indicative course cost.
PrerequisitesBMA151 OR BMA251 OR ZAA104 OR ZAA134
|Assessment||Video lecture presentation and report (35%)|Workshop assessment activities (25%)|Online tests (40%)|
|Timetable||View the lecture timetable | View the full unit timetable|
You will need the following text: Quester, P., Pettigrew, S., Kopanidis, F., Rao Hill, S. & Hawkins, D., 2014, Consumer Behaviour: implications for marketing strategy, 7th ed, McGraw-Hill, North Ryde NSW.
Schiffman, L., O'Cass, A., Paladino, A. & Carlson, J., 2014, Consumer behaviour, 6th edn, Pearson Australia, Frenchs Forest, NSW.
Solomon, M.R. 2018, Consumer behavior: Buying, having and being, 12th edn, Pearson, Boston.
Aasael, H., Pope, N., Brennan, L., & Voges, K., 2007, Consumer behaviour: First Asia Pacific edition. John Wiley & Sons Australia, Ltd., Milton, QLD.
|Links||Booktopia textbook finder|
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