Overview
Consumer Behaviour is the study of individual, group, and organisational processes involved in selecting, securing, and using products and services. Understanding why, what, and how consumers purchase is fundamentally critical to marketers and policymakers. In this unit you will examine both the internal and external factors that influence buyer behaviour using consumer decision making models as a framework. Furthermore, you will develop critical understandings on elements from psychology, sociology, social anthropology, marketing and economics relating to the decision-making processes of buyers, as well as the roles emotions and cognitions play in buying behaviour.
Details
Pre-requisites or Co-requisites
Prereq of MRKT11028 or MRKT11029
Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).
Offerings For Term 1 - 2024
Attendance Requirements
All on-campus students are expected to attend scheduled classes - in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).
Recommended Student Time Commitment
Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.
Class Timetable
Assessment Overview
Assessment Grading
This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of 'pass' in order to pass the unit. If any 'pass/fail' tasks are shown in the table above they must also be completed successfully ('pass' grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the 'assessment task' section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University's Grades and Results Policy for more details of interim results and final grades.
All University policies are available on the CQUniversity Policy site.
You may wish to view these policies:
- Grades and Results Policy
- Assessment Policy and Procedure (Higher Education Coursework)
- Review of Grade Procedure
- Student Academic Integrity Policy and Procedure
- Monitoring Academic Progress (MAP) Policy and Procedure - Domestic Students
- Monitoring Academic Progress (MAP) Policy and Procedure - International Students
- Student Refund and Credit Balance Policy and Procedure
- Student Feedback - Compliments and Complaints Policy and Procedure
- Information and Communications Technology Acceptable Use Policy and Procedure
This list is not an exhaustive list of all University policies. The full list of University policies are available on the CQUniversity Policy site.
Feedback, Recommendations and Responses
Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.
Feedback from Student feedback
Convenient to reach out and discuss assignment tasks.
The unit coordinator should set up an online drop-in session or use any online platform where students can easily access their consultation time and schedule one-on-one meetings with the UC flexibly. This ensures that the coordinator has dedicated time to focus on each student's queries individually.
Feedback from Self refelction
Quick assistance when needed.
If feasible, respond to student emails promptly, especially during peak assignment periods. This helps students feel that their questions and concerns are valued and that they can get quick assistance when needed.
Feedback from Self refelection
Providing effective feedback
Whenever possible, customise the feedback by using the students' names, which can foster the students' feeling of connection and individualised attention.
- Assess the contributions of social sciences in the development of consumer behaviour principles
- Identify critical situational influences that shape purchase and consumption decisions of consumers
- Apply models of consumer decision making to specific examples of consumer behaviour
- Evaluate the influences of internal and external factors on thoughts, feelings, and actions of consumers
- Outline how consumer behaviour principles can be used as conceptual frameworks for developing effective marketing strategies.
Alignment of Assessment Tasks to Learning Outcomes
| Assessment Tasks | Learning Outcomes | ||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| 1 - Online Quiz(zes) - 20% | |||||
| 2 - Presentation - 30% | |||||
| 3 - Written Assessment - 50% | |||||
Alignment of Graduate Attributes to Learning Outcomes
| Graduate Attributes | Learning Outcomes | ||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| 1 - Communication | |||||
| 2 - Problem Solving | |||||
| 3 - Critical Thinking | |||||
| 4 - Information Literacy | |||||
| 5 - Team Work | |||||
| 6 - Information Technology Competence | |||||
| 7 - Cross Cultural Competence | |||||
| 8 - Ethical practice | |||||
| 9 - Social Innovation | |||||
| 10 - Aboriginal and Torres Strait Islander Cultures | |||||
Textbooks
Consumer behaviour: Implications for marketing strategy
Edition: 7th (2015)
Authors: Quester, P., Pettigrew, S., Kopanidis, F., Rao Hill, S. & Hawkins, D.I.
McGraw-Hill Education (Australia) Pty Ltd
ISBN: 9781743076811; 9781760421410 (eBook)
Binding: Paperback
IT Resources
- CQUniversity Student Email
- Internet
- Unit Website (Moodle)
- Microsoft Office
All submissions for this unit must use the referencing style: American Psychological Association 7th Edition (APA 7th edition)
For further information, see the Assessment Tasks.
a.mitsis@cqu.edu.au
Module/Topic
Introduction to Consumer Behaviour and the Role of Situations
Chapter
1 and 2
Events and Submissions/Topic
Module/Topic
Consumer Decision Making - Problem Recognition and Information Search
Chapter
3 and 4
Events and Submissions/Topic
Module/Topic
Consumer Decision Making - Choosing, Purchase and Post Purchase
Chapter
5 and 7
Events and Submissions/Topic
Assessment 1 Online Quiz Opens Friday March 22, 2024 at 9am AEST.
Module/Topic
Perception
Chapter
8
Events and Submissions/Topic
Assessment 1 Online Quiz closes Thursday March 28, 2024 at 11.45pm AEST.
Module/Topic
Learning and Memory
Chapter
9
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
Module/Topic
Motivation, Personality and Emotion
Chapter
10
Events and Submissions/Topic
Module/Topic
Attitude and Attitude Change
Chapter
11
Events and Submissions/Topic
Presentations are to be done in Week 7 Workshops for all face to face and distance students.
Module/Topic
Society, Demographics and Lifestyle
Chapter
12
Events and Submissions/Topic
Module/Topic
Household Structure
Chapter
13
Events and Submissions/Topic
Module/Topic
Group Influence and Communication
Chapter
14
Events and Submissions/Topic
Module/Topic
Culture and Cross-Cultural Variations
Chapter
16
Events and Submissions/Topic
Module/Topic
Social Stratification
Chapter
15
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
1 Online Quiz(zes)
The first assessment task consists of One (1) online quiz, with twenty (20) questions. The quiz has a maximum 40 minutes in duration.
Instructions and advice:
- This is an individual assessment (no groups).
- The quiz is to be attempted online through the unit Moodle site.
- The quiz can be accessed from inside the Assessment tile on the unit Moodle site.
- Refer to the table below for quiz opening and closing times.
- The quiz will address content from relevant chapters of the recommended textbook.
- The quiz is worth a maximum 20% towards your overall grade.
- The quiz consists of 20 questions and is a maximum 40 minutes in duration.
- Answer format will be a combination of multiple choice and true or false.
- There are no negative marks for incorrect answers.
- These are open book quizzes, so you can have your textbook with you when doing each quiz.
- Questions are randomly assigned.
- The online quiz can only be attempted ONCE, so do not open the quiz until you are ready to complete the entire quiz.
- Responsibility for access, Internet Service Provider, browsers, Internet connection and the computer you use remains with the student.
- Refer system access problems (e.g., Moodle login or password issues) to the Technology and Services Assistance Centre (tasac@cqu.edu.au) as soon as possible.
- Any issues during the quiz (e.g., screen has frozen) email the Unit Coordinator as soon as possible identifying the unit, your full name, student number, campus and approximate time the issue occurred.
- Students are encouraged to provide their own timer and not rely on the computer.
Skills:
The quiz will test marketing knowledge and understanding.
| Quiz Content | Quiz Opening Day/Time | Quiz Closing Day/Time |
|
Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 5 Chapter 7 |
Week 3 Friday (March 22, 2024) 9.00am AEST | Week 4 Thursday (March 28, 2024) 11.45pm AEST |
1
Other
On completion of online quiz.
- The total score for the quiz is 20 marks (20 questions × 1 mark per question = 20 marks).
- All questions must be completed within 40 minutes.
- Identify critical situational influences that shape purchase and consumption decisions of consumers
- Apply models of consumer decision making to specific examples of consumer behaviour
- Evaluate the influences of internal and external factors on thoughts, feelings, and actions of consumers
2 Presentation
NB: The Second Assessment task is related to the Third Assessment task.
Instructions:
- This is an individual assessment (no groups).
- Submit your PowerPoint presentation slides through the Assessment tile on the unit Moodle site.
- Be prepared to answer two questions from your workshop leader at the conclusion of your presentation.
Your presentation document should contain the following:
- A single PowerPoint document to be submitted in week 6 through Moodle.
- PowerPoint slides must not exceed 5 slides (excluding the title slide and reference list slide).
- Discuss the company analysis conducted.
- Discuss the customer analysis conducted.
- Use at least 5 quality references to support analyses conducted.
- Present a self-reflection on their journey using the set template.
- Presentation is to be presented during your week 7 workshop and not exceed 5 minutes in duration.
- Distance students will present their presentation during their week 7 zoom workshop.
Skills:
- A comprehensive presentation of two analyses and a self-reflection is a challenging task that gives you an opportunity to undertake a significant piece of work with a practical application.
Week 6 Friday (19 Apr 2024) 11:45 pm AEST
Students are to present their presentations during their Week 7 Workshops.
Week 9 Friday (10 May 2024)
- PowerPoint design and referencing - 2 marks
- Presentation skills - 6 marks
- Company analysis - 8 marks
- Customer analysis - 8 marks
- Self-reflection - 4 marks
- Answer to workshop leader questions - 2 marks
- Total - 30 marks
- Assess the contributions of social sciences in the development of consumer behaviour principles
- Outline how consumer behaviour principles can be used as conceptual frameworks for developing effective marketing strategies.
3 Written Assessment
The third assessment task requires you to use consumer theory to write a report for the owners of the Kuku maker: take control of your coffee taste. This report should not exceed 2000 words, excluding references and appendices. Two marks will be deducted for assessments that are under 1800 words or over 2200 words.
Your report should include and address each of the following:
1. Title page
- The title page will include the title of the report, your name, student number, campus, workshop leader's name and word count.
2. Executive Summary
- The executive summary should provide a comprehensive overview of the whole report including the key findings.
3. Table of contents
- The table of contents will present each section of the report, including subheadings, with their appropriate page number(s).
4. Introduction
- The introduction should present a brief outline of the organisation and the purpose, aim, scope of the report.
5. Background and target audience
- The focus here will be on presenting information as to your chosen target audience. It is expected you research the consumer behaviour literature to better understand who is likely to have an interest in this product. A profile then needs to be outlined that gives the manager of the business a better understanding as to whom they should be tailoring their product to. You will need to consider market segmentation according to demographics, psychographics, socio-economic and geographic customer characteristics.
6. Marketing audit - customization
- The focus here will be to conduct a marketing audit on the ability to customize this product. Students will need to research the consumer behaviour literature to better understand the concept of customization and explain how it applies to this unique product and why it is important. Students will also need to link this back to the segmentation profiles identified in criterion 5 above.
7. Recommendations
- Based on the consumer behaviour theories used to address criteria 5 and 6 above, provide the manager of the business two recommendations on how they should proceed, justifying your recommendations.
8. Conclusion
- Students will need to provide some concluding remarks, closing with the key call to action.
9. Reference list
- Using APA referencing style, the report should include at least ten (10) quality sources of information such as academic journal articles, academic textbooks, trade journals, newspaper articles and industy/business websites.
10. Appendices
- Appendix 1 should present a self-reflection of the journey undertaken to complete this assessment using the set template.
- Appendix 2 should present any other relevant supporting information for the report.
Instructions:
- This is an individual assessment (no groups)
- A single Word document (no PDF) is to be submitted online through the Assessment tile on the unit Moodle site.
- Use size 12 font with 1.5 line spacing.
Skills:
- Understanding the complexities of consumer behaviour is essential for businesses to appropriately position themselves in the marketplace.
- This is a challenging assignment and will provide you with the opportunity to undertake a significant piece of work with a practical application.
Week 11 Friday (24 May 2024) 11:45 pm AEST
Marked assessments will be returned following certification of grades (5-Jul-2024).
- Executive summary - 3 marks
- Introduction - 3 marks
- Background and target audience - 10 marks
- Marketing audit - customization - 10 marks
- Recommendations - 3 marks
- Conclusion - 3 marks
- Referencing - 3 marks
- Appendix 1: self-reflection - 5 marks
- Appendix 2: supporting evidence - 5 marks
- Written presentation and format - 5 marks
- Total - 50 marks
- Assess the contributions of social sciences in the development of consumer behaviour principles
- Identify critical situational influences that shape purchase and consumption decisions of consumers
- Apply models of consumer decision making to specific examples of consumer behaviour
- Evaluate the influences of internal and external factors on thoughts, feelings, and actions of consumers
- Outline how consumer behaviour principles can be used as conceptual frameworks for developing effective marketing strategies.
As a CQUniversity student you are expected to act honestly in all aspects of your academic work.
Any assessable work undertaken or submitted for review or assessment must be your own work. Assessable work is any type of work you do to meet the assessment requirements in the unit, including draft work submitted for review and feedback and final work to be assessed.
When you use the ideas, words or data of others in your assessment, you must thoroughly and clearly acknowledge the source of this information by using the correct referencing style for your unit. Using others’ work without proper acknowledgement may be considered a form of intellectual dishonesty.
Participating honestly, respectfully, responsibly, and fairly in your university study ensures the CQUniversity qualification you earn will be valued as a true indication of your individual academic achievement and will continue to receive the respect and recognition it deserves.
As a student, you are responsible for reading and following CQUniversity’s policies, including the Student Academic Integrity Policy and Procedure. This policy sets out CQUniversity’s expectations of you to act with integrity, examples of academic integrity breaches to avoid, the processes used to address alleged breaches of academic integrity, and potential penalties.
What is a breach of academic integrity?
A breach of academic integrity includes but is not limited to plagiarism, self-plagiarism, collusion, cheating, contract cheating, and academic misconduct. The Student Academic Integrity Policy and Procedure defines what these terms mean and gives examples.
Why is academic integrity important?
A breach of academic integrity may result in one or more penalties, including suspension or even expulsion from the University. It can also have negative implications for student visas and future enrolment at CQUniversity or elsewhere. Students who engage in contract cheating also risk being blackmailed by contract cheating services.
Where can I get assistance?
For academic advice and guidance, the Academic Learning Centre (ALC) can support you in becoming confident in completing assessments with integrity and of high standard.
What can you do to act with integrity?
