1. 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

2. 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

3. 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 Wiesehöfer
Maria Potemski
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4. 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:
1) Demonstrate a critical knowledge of the theories and concepts used to identify, manage
or change consumer behaviour
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5. 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 purchases
o Consumers’ personality and its effect on how we perceive the world, what we
pay attention to and how we learn and retain information
o 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 research
Skills required for conducting meetings
Developing, conducting and analysing consumer research
Report writing skills
Presentation skills
Time 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.
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%
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6. 3-hour teaching/ learning blocs 36
Intensive 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.
Attendance
Your 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.
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.
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7. 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 Calendar
Please 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/
Introductions
Current issues and new Insights in consumer and consumption research
2
30/9/
Patterns of consumption and influences on consumers’ loyalty behaviour
Guest 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
25/11
9.00 Guest Speaker- Advertising Standards Authority
Seminars: Ethical issues relating to consumer behaviour, such as consumer
‘misbehaviour’
11 Intensive Study Period – Analysis and Preparation
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8. 2/12 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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9. Module Management/ Timetables
The 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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10. 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-Books
There 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 Marketing
23/6 (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
resources, please seek help from one of the study advisers in the Library.
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11. The following journals should be consulted for your research:
British Journal of Psychology
European Journal of Marketing
Journal of Consumer Marketing
Journal of Consumer Research
Journal of Business and Psychology
International 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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