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MKTG2004

Consumer Behaviour

Unit

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  • Credit
    25
  • Location
    Curtin PerthCurtin University DubaiCurtin University MalaysiaCurtin Mauritius,  +1
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Why study Consumer Behaviour at Curtin?

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Outline

Outline

Introduces the role of consumer behaviour and how it is shaped by the social and cultural environment and the psychological foundations. The unit in essence focuses on the decision processes in consumption behaviour in different buying situations. This develops the student's ability to integrate marketing processes at a higher level. For marketers, an understanding of how a consumer selects, purchases, uses and disposes of products and services is pertinent to successfully managing the marketing function. Concepts drawn from various disciplines such as psychology, economics and anthropology are also examined.

What you'll learn

  • develop and use a framework of analytical tools to analyse how culture, personality, and lifestyle affect the behaviour of consumers
  • explain how consumer attitudes are formed, and consumer opinions changed in order to better understand your own personal consumption experiences
  • evaluate how different sources of group influences can affect and radically change consumers' consumption
  • design specific marketing strategies that focus around what motivates consumers, what captures their attention and what retains their loyalty
  • highlight the effect of ethnic groups as well as indigenous perspective, knowledge and cultural capabilities on consumer behaviour and the marketing implications for marketers
Credit for recognised learning (CRL)

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Location

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