Handbook

Consumer Behaviour involves gaining a greater understanding of the consumers as individuals by studying the influence of perception, learning and memory, motivation, attitudes and attitude change on their behaviours. Other lifestyle influences are also considered such as demographics, household structure, group influence, social stratification and cultural variance. Additionally the content of this subject focuses upon consumers as decision makers, involving an examination of the entire purchase process. All of these components are examined in relation to how they can be influenced through marketing strategies. Other areas explored include how marketing practices can be used to influence consumer behaviour for the benefit of society as a whole (social marketing) rather than purely for commercial gain.