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HTM509Agricultural Sciences2 Unitsintermediate

CONSUMER BEHAVIOUR

This course introduces students to the fundamental principles of consumer behavior within the hospitality and tourism industry. It explores the origin, scope, and significance of consumer behavior, along with key terminologies. The course delves into personality, motivation, attitudes, and the influence of family, social groups, and culture on consumer choices. It also examines cultural variations, models of consumer behavior, research processes, and decision-making, equipping students with a comprehensive understanding of consumer dynamics.

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60h
Study Time
13
Weeks
5h
Per Week
none
Math Level
Course Keywords
Consumer BehaviorHospitalityTourismMarketingCultural Influence

Course Overview

Everything you need to know about this course

Course Difficulty

Intermediate Level
Builds on foundational knowledge
65%
intermediate
📚
Math Level
No Math
📖
Learning Type
Theoretical Focus

Course Topics

Key areas covered in this course

1

Consumer Behavior

2

Personality and Self-Concept

3

Motivation and Values

4

Attitude Formation

5

Group Influence

6

Cultural Impact

7

Consumer Research

8

Decision-Making Process

9

Organizational Buying

Total Topics9 topics

Ready to Start

No specific requirements needed

This course is designed to be accessible to all students. You can start immediately without any prior knowledge or specific preparation.

Assessment Methods

How your progress will be evaluated (3 methods)

Assignments

Comprehensive evaluation of course material understanding

Written Assessment

Tutor-Marked Assignments

Comprehensive evaluation of course material understanding

Written Assessment

Final Examination

Comprehensive evaluation of course material understanding

Written Assessment

Career Opportunities

Explore the career paths this course opens up for you

Marketing Manager

Apply your skills in this growing field

Brand Manager

Apply your skills in this growing field

Market Research Analyst

Apply your skills in this growing field

Advertising Executive

Apply your skills in this growing field

Consumer Insights Specialist

Apply your skills in this growing field

Industry Applications

Real-world sectors where you can apply your knowledge

HospitalityTourismRetailAdvertisingMarket Research

Study Schedule Beta

A structured 13-week journey through the course content

Week
1

Module 1: Origin, Definition and Significance of Consumer Behaviour

2h

Unit 1: Origin, Definition and Significance of Consumer Behaviour

2 study hours
  • •Define consumer behavior and its origin.
  • •Identify different types of consumers.
  • •Discuss the significance of understanding consumer behavior in marketing and business strategy.
Week
2

Module 1: Origin, Definition and Significance of Consumer Behaviour

2h

Unit 2: Why Study Consumer Behaviour and its Applications

2 study hours
  • •Explain the reasons for studying consumer behavior.
  • •Discuss the applications of consumer behavior in marketing and social contexts.
  • •Describe the different perspectives of consumer behavior.
Week
3

Module 1: Origin, Definition and Significance of Consumer Behaviour

2h

Unit 3: Scope of Consumer Behaviour Field

2 study hours
  • •Analyze the scope of consumer behavior in marketing management.
  • •Examine the role of consumer behavior in government decision-making.
  • •Explain the concept of de-marketing and its application.
Week
4

Module 1: Origin, Definition and Significance of Consumer Behaviour

2h

Unit 4: Terminologies in Consumer Behaviour

2 study hours
  • •Differentiate between buyer and consumer.
  • •Explain the difference between ultimate and industrial consumers.
  • •Define key terminologies related to consumer behavior.
Week
5

Module 2: Consumer Behaviour: Personality and Attitudes

2h

Unit 1: Personality and Self Concept in Consumer Behaviour

2 study hours
  • •Define personality and self-concept in the context of consumer behavior.
  • •Discuss the major personality theories and their marketing applications.
  • •Explain how brand personality relates to consumer self-image.
Week
6

Module 2: Consumer Behaviour: Personality and Attitudes

2h

Unit 2: Motivation, Value and Involvement

2 study hours
  • •Explain the concepts of motivation, value, and involvement in consumer behavior.
  • •Discuss Maslow's hierarchy of needs and its marketing implications.
  • •Analyze the different types of involvement and their marketing implications.
Week
7

Module 2: Consumer Behaviour: Personality and Attitudes

2h

Unit 3: Consumer Satisfaction

2 study hours
  • •Define consumer satisfaction and its features.
  • •Discuss the relationship between performance, choice, and satisfaction.
  • •Explain the consequences of satisfaction and dissatisfaction on consumer behavior.
Week
8

Module 2: Consumer Behaviour: Personality and Attitudes

2h

Unit 4: Attitude Formation and Change in Consumer Behaviour

2 study hours
  • •Define attitude and explain the different attitude models.
  • •Discuss the components of the tricomponent attitude model.
  • •Analyze how marketers can change consumer attitudes.
Week
9

Module 3: Consumer Behaviour and Group Influences

2h

Unit 1: Family and Household

2 study hours
  • •Define family and household and their influence on consumer behavior.
  • •Explain the traditional and modern family life cycle.
  • •Discuss the roles of family members in purchasing decisions.
Week
10

Module 3: Consumer Behaviour and Group Influences

2h

Unit 2: Social Group

2 study hours
  • •Define group and classify different types of consumer social groupings.
  • •Explain the properties of groups and the meaning of reference groups.
  • •Discuss the nature and influence of reference groups on consumer behavior.
Week
11

Module 3: Consumer Behaviour and Group Influences

2h

Unit 3: Consumer Social Class

2 study hours
  • •Define social class and discuss its research variables.
  • •Explain the factors influencing social class and its classification.
  • •Analyze the measurement of social class and its problems.
Week
12

Module 3: Consumer Behaviour and Group Influences

2h

Unit 4: Cultural Influence and Consumer Behaviour

2 study hours
  • •Explain the meaning and nature of culture and its features.
  • •Discuss the concept and types of cultural values.
  • •Analyze cultural change and its implications for consumer behavior.
Week
13

Final Revision

4h

Final Revision

4 study hours
  • •Review all modules and units.
  • •Work on assignments and prepare for final examination.

This study schedule is in beta and may not be accurate. Please use it as a guide and consult the course outline for the most accurate information.

Course PDF Material

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Study Tips & Exam Preparation

Expert tips to help you succeed in this course

1

Review all Tutor Marked Assignments (TMAs) and their solutions to reinforce key concepts.

2

Create detailed summaries of each unit, focusing on definitions, models, and applications.

3

Practice applying consumer behavior theories to real-world scenarios in the hospitality and tourism industry.

4

Form study groups to discuss challenging concepts and share insights.

5

Allocate specific time slots for each module, ensuring comprehensive coverage of all topics.

6

Focus on understanding the different models of consumer behavior and their implications for marketing strategies.

7

Pay close attention to the cultural aspects of consumer behavior and how they influence purchasing decisions.

8

Practice answering past examination questions to familiarize yourself with the exam format and question types.

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