24202 Consumer Behaviour

This subject provides a basic theoretical grounding in the field of consumer behaviour, by drawing upon the contributing disciplines of psychology, social psychology, sociology, anthropology, communication and economics. It develops a better understanding and awareness of consumers as the central focus of marketing action and encourages students to appreciate the value of models as tools of conceptual analysis. Marketing strategy is considered within a broader social framework involving public policy formulation and embracing such issues as ethics, regulations and consumerism as necessary considerations in an increasingly competitive and constrained social, political and economic environment.