Introduction
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.
Summary
| Unit name | Consumer Behaviour |
| Unit code | BMA262 |
| Credit points | 12.5 |
| College/School | Tasmanian School of Business and Economics |
| Discipline | Marketing |
| Coordinator | Doctor Lin Yang |
| Available as an elective? | Yes |
| Delivered By | University of Tasmania and Third Party(ies): ECA|Universal College of Higher Education Hong Kong |
| Level | Intermediate |
Sustainable Development Goals
The Unit Coordinator has identified that this unit aligns with the following UN Sustainable Development Goals. We welcome your thoughts and feedback on the alignment of the unit with these goals.
Availability
Specific information on 2027 unit availability will be available in August
Learning Outcomes
- Explain the fundamental concepts and theories of consumer behaviour.
- Describe factors that influence both sustainable and non-sustainable consumer behaviour.
- Apply the knowledge of consumer behaviour in practice.
Fee Information
2027 fee information will be available in August.
Teaching
| Assessment | Online Quizzes (25%)|Workshop Assessment Activities (30%)|Consumer Insight Video and Report (45%) |
|---|---|
| Timetable | View the lecture timetable | View the full unit timetable |
Textbooks
| Required |
You will need the following text: Solomon, M., Russell-Bennett, R. & Previte, J. (2019) Consumer Behaviour: Buying, having, being, (4th Edition). Pearson Education, Australia. |
|---|---|
| Recommended | Solomon, M. R., & Russell, C. A. (2024). Consumer Behavior: Buying, having, and being (14th ed.). Pearson. Quester, P., Pettigrew, S., Kopanidis, F., Rao Hill, S., & Hawkins, D. (2014). Consumer Behaviour: Implications for marketing strategy (7th ed.). McGraw-Hill. Schiffman, L., O'Cass, A., Paladino, A., & Carlson, J. (2014). Consumer Behaviour (6th ed.). Pearson Australia. Assael, H., Pope, N., Brennan, L., & Voges, K. (2007). Consumer Behaviour (1st Asia-Pacific ed.). John Wiley & Sons. |
The University reserves the right to amend or remove courses and unit availabilities, as appropriate.