DIPLOMA IN MARKETING
3.01 BUYER BEHAVIOUR - 2010/11
The objective of this course is that on completion the student should be able to apply the concepts, empirical findings and methodologies of Buyer Behaviour to identifying and measuring behaviour and making better marketing decisions.
1. Introduction to Buyer Behaviour
The dependence of strategic marketing decisions on information concerning the consumer; exchange processes; pre-purchase, purchase and post-purchase behaviour as affected by socio-economic, social and individual psychological factors; different research perspectives; ethical issues.
2. Individual Psychological Factors
Motivation and Affect
Definitions, classifications; identification; application to strategic decision-making.
Perception
Perception - selective exposure, attention, distortion; perceived risk; price-quality perception; semiotics; marketing applications.
Memory and Learning
How different theoretical understandings of learning lead to different marketing approaches.
Personality and Psychographics
Theories of personality; identification of different personality types; life-styles; psychographics and AIOs; uses in marketing.
Attitudes
The structure and function ofattitudes; the relationship of attitudes and behaviour; attitude measurement; attitude change; uses in marketing.
3. Socio-Cultural and Social Factors
Culture
Components of culture; values, rituals, symbols, popular culture, consumer culture; measurement and affect on marketing; cross-cultural marketing.
Social Class
Taxonomies; measurement; marketing applications.
Families and Households
Role structure; life cycle; marketing applications.
Social Dynamics
Group processes and dyadic exchange; marketing applications.
4. Consumer Decision Processes
Prepurchase Processes
Problem recognition, information processing and search, evaluation and choice; different approaches; marketing implications.
Postacquisition Processes
Consumer satisfaction, product disposal and brand loyalty; marketing implications.
Involvement
Definition, levels, measuring effecton decision-making; implications for marketers.
Situational Factors
Types; influence on decision-making; uses in marketing strategy.
READING LIST
Essential Reading
Solomon, M., Bamossy, G. & Askegaard, S. & Hogg, M.K., (2010), Consumer Behaviour: A European Perspective, Pearson.
Recommended Reading
Schiffman, L.G. & Kanuk, L.L. (2004), Consumer Behaviour, 8th Edition, Pearson.
Assael, H. (2004), Consumer Behaviour: A Strategic Approach, Houghton Mifflin, London.
Blackwell, R.D., Miniard, P.W. & Engel, J.F., (2006), Consumer Behaviour, 10th Edition, Thompson.
Evans, M., Jamal, A. & Foxall, G. (2006), Consumer Behaviour, Wiley.
Peter, J.P., Olson, J.C. & Grunert, K.G. (1999), Consumer Behaviour and Marketing Strategy, (European Edition), McGraw Hill.
Hoyer, W.D. & MacInnis, D.J. (2001), Consumer Behaviour, 2nd Edition, Houghton Mifflin.
Lambkin M., Foxall G., Van Raaij F., & Heilbrunn B. (1997), European Perspectives on Consumer Behaviour, Prentice Hall.
Antonides, G., & Van Raaij W.F. (1998), Consumer Behaviour, a European Perspective, John Wiley & Sons.
