Business, Computing and Law

www.derby.ac.uk/bcl

CONSUM ER BEHAVIOUR

Module Code: 6MK501

Satisfying customers, consumers and clients is a priority for all organisations if they wish to survive and prosper. This can only be achieved if organisations are able

to see the world through their customers’ eyes, understand the often seemingly irrational nature of their purchasing behaviour and respond with appropriate products, services and processes.

This module aims to provide you with some of the knowledge, tools and frameworks necessary to delve into consumers’ conscious and unconscious motivations for their purchases and consumption behaviour. It provides a foundation for analysing and evaluating customer needs and wants and also provides an opportunity for you to apply some of these by working with organisations to assess the extent to which they do meet customers’ needs and wants, or to establish where greater customer satisfaction might be achieved.

Business, Computing and Law

www.derby.ac.uk/bcl

Table of contents

Welcome

Module Specification

Module Aims and Learning Outcomes

Indicative Content

Teaching and Learning

Attendance

Module Assessment

Module Calendar

Teaching Team and Contact Details

Module Management/ Timetables

Reading List

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Welcome

On behalf of the module team I would like to welcome you to the module Consumer Behaviour.

Whether we want to or not, we are all consumers or users of a wide range of products, ideas and services. What we buy, how, when, with whom, and how much we are prepared to pay for our purchases is an expression of the physiological and psychological forces that enable us to function as human beings. It is also the result of our different social and cultural backgrounds, which provide a context in which these purchases take place.

This module focuses on understanding how consumption decisions are made and what factors influence both the decision processes and their outcomes. Whether or not you become a marketer, the knowledge you acquire by studying consumer behaviour should serve you well in your future employment, whether that is in the for-profit or not for profit sector.

The module also aims to develop further your range of skills and competences. Examples are research, critical analysis of data and views expressed in the literature and media, presentation and communication skills. We hope also to enhance your abilities to work and present yourself in a professional manner and to improve your employability.

As a consequence of your studies, we also hope that you will enhance your understanding of yourself and so influence the kind of manager you will become in the future, whatever your occupation you may choose.

We hope you enjoy the module

Hildegard WiesehöferMaria Potemski

University of Derby 2 of 10

Module Specification

Module Title: CONSUMER BEHAVIOUR

Date of Approval: December 2011

Module Code:  6MK501

Pre-requisite:     None

Module Level:      6

Credit Value:     20

Total Number of Learning Hours:  200

Key Words:  Consumers, purchasing, behaviour, perception, psychographics, demographics, satisfaction, culture

Module Delivery Blended / Face to Face

Module Description: 

Satisfying customers, consumers and clients is a priority for all organisations if they wish to survive and prosper. This can only be achieved if organisations are able to see the world through their customers’ eyes, understand the often seemingly irrational nature of their purchasing behaviour and respond with appropriate products, services and processes.This module aims to provide you with some of the knowledge, tools and frameworks necessary to delve into consumers’ conscious and unconscious motivations for their purchases and consumption behaviour. It provides a foundation for analysing and evaluating customer needs and wants and also provides an opportunity for you to apply some of these by working with organisations to assess the extent to which they do meet customers’ needs and wants, or to establish where greater customer satisfaction might be achieved.

Your learning will be further enhanced through self-analysis and through applications in case studies or real life situations, such as visits or contributions by guest speakers from industry.

You will be assessed by 100% coursework, which will be spread throughout the semester to help you balance your workload and benefit from feedback.

Module Aims/ Learning Outcomes

On completion of this module you will be able to:

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1) Demonstrate a critical knowledge of the theories and concepts used to identify, manage or change consumer behaviour

2) Demonstrate that you are able to apply this knowledge by selecting, justifying and presenting proposals that will achieve a more satisfying exchange outcome for all stakeholders involved in the buying or acquiring process.

Indicative Content

This module aims to provide you with an understanding of a wide range of concepts and theoretical approaches and the opportunity to examine the role of customer behaviour from an experiential and organisational perspective. Including but not restricted to:

Current issues and new insights in consumer and consumption research Patterns of consumption and influences on consumers’ loyalty behaviour Ideas about who we are, how we want to be perceived by others and their

relationship to consumption Influences on consumer decision making

o Consumer motives, goals and their involvement with intended purchaseso Consumers’ personality and its effect on how we perceive the world, what we

pay attention to and how we learn and retain informationo Theories of how consumers process information and its relationship to

satisfaction Methods used by organisations for predicting and explaining the behaviour of

consumers Different values, cultures and sub-cultures and how they affect buying processes New media and their impact on how and what we buy Ethical issues relating to consumer behaviour, such as consumer ‘misbehaviour’

You will develop a wide range of personal and professional skills, including:Researching and evaluating secondary sources of researchSkills required for conducting meetingsDeveloping, conducting and analysing consumer researchReport writing skillsPresentation skillsTime Management skills

Teaching and Learning

The module will be delivered in 3-hour teaching/ learning blocs, which may contain a visit to an organisation, plus an intensive study period at the end of the module. The 3-hour blocs will consist of theoretical inputs, discussions of new concepts, opportunities to practice what has been learnt and to consider different problem-solving approaches or perspectives. This frequently requires preparation beforehand, e.g. wider reading to increase subject knowledge, designing and conducting research into consumer behaviour, thinking or proposing solutions to a case study or problem, which will then be discussed.

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You should schedule approximately 150 hours over the course of the module (or 12 ½ hours per week) for these out-of-classroom activities if you intend to achieve a good understanding of the subject matter.

. Category 1: 24%

3-hour teaching/ learning blocs 36Intensive study period 12

Category 2: 76%Guided independent study: 152 hours

Total: 200 hours

The module will make extensive use of electronic resources and you will be expected to engage with the materials posted via UDO.

AttendanceYour attendance during the 3-hour teaching blocs and the 12 hour/ 2 day intensive study period is essential to ensure that you and your peers achieve the learning outcomes of this module. As a third year student we expect you to inform us if you are unable to attend any session, whether that is classroom or field-based.

Should your attendance give cause to concern, you will be invited to discuss your progress on the module to ensure your successful completion of the module.

Module Assessment

Wherever possible, you will be asked to apply your knowledge and abilities to a real, local organisation. You might opt to choose an alternative organisation, but you need to demonstrate the organisations’ willingness to co-operate. A third option is to take up one of the themes provided by the teaching team,

Assessment Mode:  Coursework 100%

The module is assessed by two pieces of coursework, one in the middle of the semester and one at the end of the semester. These are weighted as follows:

Coursework 1 40% (Learning Outcome 1)Coursework 2 60% (Learning Outcome 2)

Coursework 1 will require you to submit a written report of 1500 words max., detailing your findings from secondary sources about the behaviour of consumers in relation to a product or service category, or to solve a particular ‘problem’.

Coursework 2 consists of an individual presentation that outlines the findings of primary research and recommends how the chosen organisation might use these findings to improve stakeholder engagement, loyalty and satisfaction. This presentation may be captured via Panopto (training will be provided as necessary) and should not exceed 10 minutes.

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Formative assessment: Mini-quizzes, one- to- one or small group feedback will be provided within seminars to help you improve your knowledge as well as your personal and professional skills. Feedback may also be provided electronically and there will be many opportunities for you to reflect on and to discuss your learning progress.

The University’s regulations regarding assessments, research ethics and plagiarism apply. Please ensure that you are familiar with these by consulting the University’s

website.

Module CalendarPlease note that there will be one field trip, during which you will carry out research into the motivators that influence the behaviour of your chosen consumer group. Details will be made available separately on UDO.

Week Indicative Topic

1

23/9/

IntroductionsCurrent issues and new Insights in consumer and consumption research

2

30/9/

Patterns of consumption and influences on consumers’ loyalty behaviourGuest Speaker- Richard Cope, Senior Analyst at Mintel on October 1st

3

7/10

Ideas about who we are, how we want to be perceived by others and their relationship to consumption

4

14/10

Influences on consumer decision making Consumer motives, goals and their involvement with intended purchases

Consumer personality and its effect on how we perceive the world, what we pay attention to and how we learn and retain information

5

21/10

Patterns of information processing and their relationship to satisfaction

Deadline for electronic submission of Assessment 1

6

28/10

Methods used by organisations for predicting and explaining the behaviour of consumers

7

4/11/

Different values, cultures and sub-cultures and how they affect consumer behaviour

8

11/11

New media and their impact on how and what we buy

9

18/11

Field Trips

10 9.00 Guest Speaker- Advertising Standards Authority

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25/11Seminars: Ethical issues relating to consumer behaviour, such as consumer

‘misbehaviour’

11

2/12

Intensive Study Period – Analysis and Preparation

Individual consultations by appointment

12

9/12

Mini Conferences - Presentations

13

17/12

Deadline for Submission of Panopto Presentation

(Assessment 2)

Teaching Team and Contact Details

Module Leader:

Hildegard Wiesehofer-Climpson

Room E312 Tel: 01332 591435

Email: h.wiesehofer@derby.ac.uk

Office Hours:

Monday - Wednesday 9.00 - 5.30

Individual Meetings can be arranged via email on the above days.

Module Tutor:

Maria Potemski

Room E302 Tel: TBC

Email: M.Potemski@derby.ac.uk

Office Hours: TBC

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Module Management/ TimetablesThe teaching slots for this module are Mondays and Tuesdays.

There is a timetabled 1-hour weekly lecture slot, but with the exception of the first week and a guest lecture (either in week 8 or 9), learning will take place in a weekly 3-hour seminar/ contact bloc and an intensive study period at the end of the module.

You will be allocated to a seminar group in line with your programme timetable. Please do not change group unless you have a valid reason for doing so and have the module leader’s permission.

The 3-hour bloc provides a forum for formal inputs from both staff and students, discussions, dissemination of information, presentations and feedback.

The intensive study period will take the form of a ‘mini conference’ during which you will be disseminating your proposals to your peers and, where appropriate, any sponsoring organisations.

You will be guided throughout the module with regards to required reading and preparation and the module team will confirm any verbal instructions/ announcements via UDO. For this reason, please ensure that you consult the UDO site for this module at least twice a week. All announcements will also be emailed to your student email address. If you do not use these, please make sure that you set your account up in such a way that it routes your emails to your preferred email address.

Staff are happy to answer your queries and help with any difficulties you encounter on the module. However, except for emergencies, please make an appointment first to ensure the lecturer is on site and available to see you.

Reading List

Core Textbooks

East, R., Wright, M. and Vanhuele, M., (2013), Consumer Behaviour, Applications in Marketing, London: Sage

Evans, M., Jamal, A., and Foxall, G., (2009), Consumer Behaviour, 2nd Ed., Chichester: John Wiley and Sons Ltd.

You are strongly advised to purchase these core textbooks. Used copies can be purchase via Amazon, abe books and other websites dealing in second-hand copies.

Support reading

Close, A., (2012), Online Consumer Behaviour – theory and research in social media, advertising and e-tail, New York: Routledge

De Mooij (2010) Consumer Behaviour and Culture; Consequences for global marketing and advertising, London: Sage

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Drolet, A., et al, (ed), (2010), The Ageing Consumer, Perspectives from Psychology and Economics, Hove: Routledge

Jacobs, L., et al., (1991) “Cross-cultural Colour Comparison: Global Marketers Beware!”, International Marketing Review, Vol.8 No.3, pp21-30

Martinez, P., (2012), The Consumer Mind - Brand Perception and the Implication for Marketers, Kogan Page, ISBN: 9780749465704

Otnes, C. and Tuncay-Zayer, L., (2012), Gender, Culture and Consumer Behaviour, New York: Routledge

Segev, R., Shoham, A., & Ruvio, A., (2013) "Gift-giving among adolescents: exploring motives, the effects of givers' personal characteristics and the use of impression management tactics", Journal of Consumer Marketing, Vol. 30 Iss: 5, pp.436 – 449

E-BooksThere are many more text books for this area and you are encouraged to use them.

Reading for Weekly Preparation: All are accessible via Emerald -

Blodgett, J.G., Bakir, A., and Rose, G.M., (2008), A test of the validity of Hofstede’s cultural framework, Journal of Consumer Marketing, 25/6 (2008) 339–349 Emerald Group Publishing Limited

Darley, W., and Blankson, C., (2008), African culture and business markets: implications for marketing practices, Journal of Business & Industrial Marketing23/6 (2008) 374–383, Emerald Group Publishing Limited

de Mooij , M., and Hofstede, G., (2011), Cross-Cultural Consumer Behavior: A Review of Research Findings, Journal of International Consumer Marketing, 23:181–192

Goulding, C., Shankar, A., Canniford, R., (2012),"Learning to be Tribal: Facilitating the Formation of ConsumerTribes", European Journal of Marketing, Vol. 47 Iss: 5 (Date online 11/6/2012)

Illouz, E. (2009), “Emotions, Imagination and Consumption: A New Research Agenda,” Journal of Consumer Culture, 9 (3), 377-413

Lo B. W.N. and Kao, F.J., “Variation in Country-Based Ranking Lists Among Consumers’ Choices of Top E-Commerce Web Sites: Implications for International E-Marketing”, International Journal of Business and Information, Volume 3, Number 3, June 2008

Academic and Trade Journals

Academic and Trade journals, quality newspapers and magazines should be part of your daily diet of reading.

They can be accessed via the Emerald or EBSCO platforms, which you will find if you go to the Library section of the University’s website. If you are unsure how to access these

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resources, please seek help from one of the study advisers in the Library.

The following journals should be consulted for your research:British Journal of PsychologyEuropean Journal of Marketing Journal of Consumer MarketingJournal of Consumer ResearchJournal of Business and PsychologyInternational Marketing Review Marketing Week

Reports showing different behaviours and market analysis can be found in:Mintel, Euromonitor Economic Intelligence Unit.There are also data published by the European Union, the UN and other supra-national organisations.

Please note that there are some interesting and relevant websites and articles to be accessed through your text book. The reading specified above is only an indication of a minimal reading requirement for this module.

Referencing:

“Cite them Right” will be adopted as our reference source for Harvard Referencing. It is available through the Library online and is free https://ulib.derby.ac.uk/library/hero/auth_ichain/cite_them_right/ulib.derby.ac.uk-2012.09.30.html

Pears, R. & Shields, G. (2010) Cite Them Right: The essential referencing guide. 8th Edn. Basingstoke: Palgrave Macmillan

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