Registry

Module Specifications

Archived Version 2004 - 2005

Module Title	Consumer Behaviour
Module Code	MG308
School	DCUBS
Online Module Resources
Module Co-ordinator	Prof Darach Turley	Office Number	Q313
Level	3	Credit Rating	5
Pre-requisite	MG101
Co-requisite	None

Module Aims

To emphasise the importance of understanding consumers in formulating marketing strategy. A particular significance will be placed on the understanding of consumers in the development of an organisational market orientation and on the use of consumer behaviour in the resolution of tactical and strategic marketing problems.

Learning Outcomes

7 To create an appreciation of the potential input of consumer behaviour into the formulation of marketing tactics and strategy. Specific emphasis will be on developing the students' skill in developing marketing programmes, developing new products and forecasting market potential using knowledge of the consumer internal processes and behavioural environment. 7 All students will participate in a project designed to investigate the application of consumer behaviour theories to a current marketing campaign. 7 The role of government and non government published reports and statistics in understanding consumer behaviour will be an integral part of the course. 7 All case studies and projects will be prepared and assessed through groups of students.

Indicative Time Allowances
	Hours
Lectures	24
Tutorials	0
Laboratories	0
Seminars	0
Independent Learning Time	51

Total	75
Placements
Assignments

NOTE

Assume that a 5 credit module load represents approximately 75 hours' work, which includes all teaching, in-course assignments, laboratory work or other specialised training and an estimated private learning time associated with the module.

Indicative Syllabus

Introduction The issues involved in consumer analysis; the role of customer consumer behaviour; the Irish consumer market; sources of consumer information in Ireland and Europe; effective market segmentation; consumer bases for segmentation. Environmental Influences on Consumer Behaviour : Social and cultural influences on consumer behaviour; reference groups influence; the nature of family influence; the role of personal influence in consumption behaviour. Individual Determinants of Consumer Behaviour Personality and self-concept; motivation and involvement; information processing; learning and memory; orientation within the concept of market orientation; typologies of attitudes measurement and management. Consumer Decision Processes Problem recognition; search and evaluation; the purchasing process; post purchase behaviour. Managing the Product Marketing Mix Methods of search for new product ideas; concept and product testing; pretest market models and test markets; product design; pricing, distributing and promoting the new product; brand development strategies; brand equity. The family and consumer behaviour. Changes in the structure and role orientation of families today. The family life cycle and consumer behaviour. Marital roles and decision making in households. Children and family purchase decisions. Social Classification - its prevalence and determinants. Social mobility. Social classification systems in Ireland. The impact of social class on consumption. The income versus social class debate. The impact of age on consumer behaviour. The teenage and senior markets. Tailoring marketing strategies for younger and older consumer segments. Gender and consumer behaviour. The concept of culture as it affects consumer behaviour. Cultural components, myths and ritual. Values as a key component of culture. Gift-giving rituals and consumer culture. The emergence of lifestyle and psychographics as alternative techniques to personality. Psychographic analysis. Lifestyle segmentation. Geographic and regional influences on consumer lifestyles. Compulsive and addictive consumer behaviour. Black markets and illegal consumption activity. Anti-social marketing. Organisational purchasing behaviour. The DMU and purchasing roles. Buy phases and buy classes. Organisational decision making styles.

Assessment
Continuous Assessment	20%	Examination Weight	80%

Indicative Reading List

. Solomon, Michael , Gary Bamossy, Soren Askegaard, (2002), 'Consumer Behaviour: A European Perspective (2nd ed)' Prentice Hall International. . Eric Arnould, Linda Price, George Zinkhan, (2004), 'Consumers, 2nd Edition' McGraw-Hill. . Hoyer, Wayne D & Deborah J MacInnis, (2000), 'Consumer Behaviour (2nd ed)' Houghton Mifflin, Boston. . Antonides, Gerrit, van Raaij, W Fred, (1998), 'Consumer Behaviour: A European Perspective' Chichester, John Wiley.

Programme or List of Programmes

BA in Accounting & Finance

Bachelor of Business Studies

BSI

Business Studies ( with INTRA )

BSSA

Study Abroad (DCU Business School)

BSSAO

Study Abroad (DCU Business School)

EBF

BA in European Business (French)

EBG