| CODE | CCT5580 | |||||||||
| TITLE | Consumer and Organizational Buying Behavior | |||||||||
| UM LEVEL | 05 - Postgraduate Modular Diploma or Degree Course | |||||||||
| MQF LEVEL | Not Applicable | |||||||||
| ECTS CREDITS | 6 | |||||||||
| DEPARTMENT | Faculty of Media and Knowledge Sciences | |||||||||
| DESCRIPTION | Consumer buying behaviour is the study of why people buy goods or services through a systematic examination of their attitudes, beliefs, motives, and decision-making processes. This unit examines the external and internal factors that influence people's behaviour in a purchase situation. It provides a conceptual understanding of consumer behaviour, integrating theories from psychology, sociology, cultural anthropology and economics. Topic's covered include: consumer perception; consumer learning; understanding consumer motivation; consumer personality, values and involvement; habit, and brand loyalty; consumer attitudes and attitude change; cultural, class, situational and household influences on the consumer; and pre-purchase, purchase and post-purchase decision processes of the consumer. Organizational buying behaviour covers purchasing activities in all types of organizations. These organizations are buying goods and services to satisfy organisational goals, such as to manufacture goods to resell or to provide a service. This unit provides an overview of theories of organizational buying behaviour, examines the processes involved, and the factors that influence it. Study-unit Aims: - Review the theoretical framework of Consumer Behaviour and Organizational Buying Behaviour; and - Provide the opportunity to students to apply the theoretical concepts in class work through exercises, discussions, case studies, etc. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: • Demonstrate knowledge and understanding of the nature of buying behaviour and be able to identify the relevance and potential for influencing this behavior for effective marketing; • Appraise the contributions that anthropology, sociology, psychology and business economics provide to organisational performance enhancement in respect of influencing value and buyer behaviour; • Apply appropriate marketing activities to critically influence organisational performance in establishing and cultivating key business relationships; • Identify and recognize how consumer insight can contribute to critically evaluate, select and systematically implement marketing activities. 2. Skills: By the end of the study-unit the student will be able to: • Describe the way in which the different determinants and influences on consumers affect consumers' choice decision; • Differentiate the appropriateness of techniques for influencing buyer behaviour according to the social and cultural environments in which these techniques can be used; • Use knowledge about consumers’ behaviour and organizational purchashing and apply it in developing marketing strategies. Main Text/s and any supplementary readings: Main text: Schiffman, L.G. & Kanuk, L.L. (2007). Consumer Behavior (9th Ed.). New Jersey, USA:Prentice Hall. - 8th Ed in Main Library Short Loan. Additional Useful Texts: - Ajzen, I. (2005). Attitudes, personality and behaviour. (2nd Ed.). Milton-Keynes, England: Open University Press. - Hawkins D.I., Mothersbaugh D.L., & Best R. J. 2007. Consumer Behaviour – Building Marketing Strategy 10th ed. Boston: McGraw Hill. - Peter J. P & Olsen J.C. 2005 Consumer Behaviour & Marketing Strategy 7th ed. New York: McGraw-Hill Irwin. - Solomon, M. R. 2006. Consumer Behavior – Buying, Having and Being 7th ed. New Jersey: Pearson Prentice Hall. - Windham, L. & Orton, K. (2000). The Soul of the New Consumer – The Attitudes, Behaviours, and Preferences of e-Customers. Oxford: Windsor. Journal articles related to the topic will be made available on the Study Unit Moodle website. |
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| ADDITIONAL NOTES | Pre-requisite qualifications: BA Hons |
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| STUDY-UNIT TYPE | Lecture and Seminar | |||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Joseph Vella |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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