Consumer Behaviour

Examine how people choose, use and evaluate products and services. You will connect individual processes with household, cultural and social influences, then apply the analysis to marketing decisions. Cases require evidence-based interpretation and avoid stereotypes about regional or demographic groups.

Learning outcomes

• Analyse a consumer decision
• Assess a social influence
• Apply consumer evidence to an offer

Main topics

• Perception
• Motivation
• Learning
• Households
• Culture and reference groups
• Decision processes

Practical task

Prepare a consumer insight report from an ethical small-scale observation or supplied dataset.

Assessment

Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.