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Level 5: Consumer Behaviour
Introduction
Provide an overview of consumer behaviour and explain how it impacts on marketing strategy; analyse the concepts of consumer research, market segmentation and motivation, focusing on individual personality, perceptions, attitudes and learning; recognise the influence of groups on consumer behaviour; and evaluate the consumer decision-making process.
Module Description
This module aims to:
- Provide an overview of consumer behaviour and explain how it impacts marketing strategy;
- Recognise the influence of groups on consumer behaviour;
- Evaluate the consumer decision-making process.
Module Content
- Consumer research methodologies
- Ethics in marketing
- Market segmentation techniques
- Criteria for targeting a marketing segment
- Influencing purchasing decisions by understanding personality and perception
- Consumer learning and attitudes
- Designing and presenting messages to consumers
- Consumer adoption and decision-making processes
