AP3EC7-Consumer Behaviour

Module Provider: School of Agriculture, Policy and Development
Number of credits: 20 [10 ECTS credits]
Level:6
Terms in which taught: Autumn term module
Pre-requisites:
Non-modular pre-requisites: Only available for HBS students
Co-requisites:
Modules excluded:
Current from: 2023/4

Module Convenor: Mr Bahram Mahmoodi Kahriz
Email: bahram.mahmoodikahriz@henley.ac.uk

Type of module:

Summary module description:

Understanding customers, whether in consumer or business-to-business is at the heart of the marketing discipline. This module uses contributing social sciences such as psychology, sociology and economics to understand the drivers to consumer behaviour.

Understanding consumer psychology is a key requirement for effective marketing management. Marketing managers need to be able to identify and respond appropriately to different consumer audiences who vary in terms of their perceptions, beliefs, attitudes, emotions, personalities and behaviours. Changing lifestyles and values in society mean that the influence and impact of culture, family and friends play a key role in motivation and on consumer choice.

The processes of consumer decision making and activity, triggers of need, information search, evaluation of options, purchasing decisions, consumption of goods, and post-use evaluation, are vital to the marketer in understanding the application of marketing tools. The wider possibilities for behavioural segmentation, satisfaction and loyalty in products and services are considered.

Aims:

To provide an understanding into the psychological and sociological factors that influence consumer behaviour before, during and after purchase and consumption in contemporary consumer markets. To discuss the effective engagement and handling of business customers. The purpose of the module is to explore and apply consumer and business customer buying behaviour models in a contemporary context.

Assessable learning outcomes:

By the end of the module, it is expected that students will be able to:

1. Recognise and analyse the key aspects and dimensions of understanding customers as individuals in the terms of motivation, perception, learning attitude formation and change their personalities.


2. Recognise and analyse the key aspects and dimensions of understanding customers with their cultural and social settings by considering the influences of reference groups and families, culture and its erosion.


3. Evaluate the underlying theories and apply concepts of the consumer decision making process in both consumer and business-to business markets in both high and low involvement purchasing.


4. Evaluate psychographic and behavioural approaches to segmentation.


5. Define and create strategic marketing tools, pricing, communication and promotion responses, which are pertinent to the customer and stage of purchase.

Additional outcomes:

Effectively organise, plan, and work both collaboratively and individually in understanding and applying the principles of critical analysis. To communicate consumer analysis effectively through written reporting, appropriately applying buyer behaviour theory in practice in different market contexts.

Outline content:

• Psychological Influences- Drive & motivation, perception, learning & attitudes, personality and self concept.


• Sociological Influences- reference groups, family and culture.


• Behavioural and psychographic segmentation.


• Consumer and organisational buying behaviour and processes for products and services.

Brief description of teaching and learning methods:

Lectures which include practitioner links.

Seminars based around group work.

Contact hours:

	Autumn	Spring	Summer
Lectures	20
Seminars	6
Guided independent study:
Wider reading (independent)	40
Wider reading (directed)	40
Exam revision/preparation	40
Preparation for seminars	6
Revision and preparation	13
Group study tasks	20
Reflection	15
Total hours by term	200	0	0
Total hours for module	200

Summative Assessment Methods:

Method	Percentage
Written exam	70
Project output other than dissertation	30

Summative assessment- Examinations:

A 2-hour examination paper.

Summative assessment- Coursework and in-class tests:

The project will be carried out in groups. The assignment will require a written group report equivalent of 3000 words to be submitted in the last week of the module.

Formative assessment methods:

Penalties for late submission:

The Support Centres will apply the following penalties for work submitted late:

• where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of five working days;
• where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

The University policy statement on penalties for late submission can be found at: https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/cqsd-old-site-documents/penaltiesforlatesubmission.pdf
You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Assessment requirements for a pass:

A mark of 40% overall.

Reassessment arrangements:

By examination in August/September only.

Additional Costs (specified where applicable):

1) Required textbooks: 

2) Specialist equipment or materials: 

3) Specialist clothing, footwear or headgear: 

4) Printing and binding: 

5) Computers and devices with a particular specification: 

6) Travel, accommodation and subsistence: 

Last updated: 11 May 2023