Courses & Units

Consumer Behaviour BMA262


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
Unit code BMA262
Credit points 12.5
College/School College of Business & Economics
Tasmanian School of Business and Economics
Discipline Marketing
Coordinator Mr Alistair Chong|Doctor Kevin Swarts|Doctor Linda French
Available as an elective? Yes
Delivered By University of Tasmania and Third Party (Universal College of Higher Education Hong Kong)
Level Intermediate


Location Study period Attendance options Available to
Hobart Semester 2 On-Campus International Domestic
Launceston Accelerated Study Period 3 On-Campus International Domestic
Cradle Coast Accelerated Study Period 3 On-Campus International Domestic
Online Semester 2 Off-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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Key Dates

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
Semester 2 10/7/2023 8/8/2023 28/8/2023 15/10/2023

* 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).

About Census Dates

Learning Outcomes

  • 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 1,3 Grandfathered Student Contribution 1,3 Approved Pathway Course Student Contribution 2,3 Domestic Full Fee 4
090799 $1,892.00 $888.00 $1,037.00 $2,213.00

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.

If you have any questions in relation to the fees, please contact UConnect or more information is available on StudyAssist.

Please note: international students should refer to What is an indicative Fee? to get an indicative course cost.



BMA151 OR BMA251 OR ZAA104 OR ZAA134


AssessmentVideo lecture presentation and report (35%)|Workshop assessment activities (25%)|Online tests (40%)
TimetableView 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. 

LinksBooktopia textbook finder

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