Overview
This course examines the psychological, social, cultural, and economic influences shaping consumer decision-making across consumer and business markets. It addresses needs and motivation, perception, learning, memory, emotion, personality, lifestyle, attitudes, identity, involvement, information search, evaluation of alternatives, purchase, consumption, post-purchase behaviour, and customer experience.
Students analyse individual and group influences, including family and reference groups, social class, culture, subcultures, communities, digital and mobile environments, word of mouth, influencers, privacy, and emerging technologies. The course introduces consumer research methods such as observation, interviews, focus groups, surveys, experiments, social listening, segmentation analysis, and behavioural data interpretation.
The course applies consumer behaviour theory to branding, product development, pricing, retail, services, advertising, customer relationship management, and sustainability. Students develop evidence-based consumer insights and translate them into ethical, inclusive, and actionable marketing recommendations.
Learning Outcomes
- Explain major theories and concepts used to analyse consumer behaviour.
- Analyse the internal and external influences affecting consumer decision-making across market contexts.
- Design and critique consumer research using appropriate qualitative, quantitative, digital, and behavioural methods.
- Interpret consumer research evidence responsibly, recognising limitations, bias, privacy obligations, and issues of representation.
- Develop meaningful consumer insights, segments, and personas from primary and secondary data.
- Evaluate ethical issues involving manipulation, vulnerability, inclusion, sustainability, and consumer data privacy.
- Apply consumer behaviour theory to branding, product development, pricing, retail, services, advertising, and customer relationship management.
- Synthesize consumer insights into actionable and evidence-based marketing recommendations.
Timetable
| Type | Length | Frequency | Period |
|---|---|---|---|
| Lecture | 2 hours | Weekly | All semester |
| Tutorial | 1 hour | Weekly | All semester |
| Workshop | 2 hours | Fortnightly | All semester |
| Lab | 2 hours | Fortnightly | Second term |
Assessment Schedule
| Type | Description | Weighting |
|---|---|---|
| Assignment | Case analysis applying consumer behaviour theory. | 20.00% |
| Deliverable | Research-based consumer insight report. | 25.00% |
| Test | Mid-semester test on concepts and methods. | 15.00% |
| Assignment | Ethics and evidence critique. | 15.00% |
| Capstone | Strategic application project with recommendations. | 25.00% |
Prerequisites
- Requirement Admission to advanced study in Business or Economics.
Teaching Staff & Programs
This course is delivered jointly by faculty from the participating programs listed below. In line with the Douchewater Way, the University of Sexology tailors core instruction directly to each cohort's specific discipline — adapting curriculum to program needs rather than forcing students into a one-size-fits-all model. Learn more about our approach at The Douchewater Way.