CONSUMER BEHAVIOUR
- Agricultural Sciences
- 500 level
- 2 credit units
- 262 pages
- 21 units
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.
About this course
- Difficulty
- Intermediate
- Study hours
- 60 hours
- Maths
- None
- Content
- Theoretical, case study
- Practical work
- No
- Assignments
- Tutor Marked Assignments
- Final Examination
What you'll read
The real module and unit structure of HTM509, taken from the course material NOUN publishes.
- UNIT 1: ORIGIN, DEFINITION AND SIGNIFICANCE OF CONSUMER BEHAVIOURPage 1
- UNIT 2 WHY STUDY CONSUMER BEHAVIOUR AND ITS APPLICATIONSPage 8
- UNIT 3: SCOPE OF CONSUMER BEHAVIOUR FIELDPage 16
- UNIT 4: TERMINOLOGIES IN CONSUMER BEHAVIOURPage 24
- UNIT 1 MODELS OF CONSUMER BEHAVIOURPage 189
- UNIT 2 CONSUMER BEHAVIOUR AND RESEARCH PROCESSPage 201
- UNIT 3: CONSUMER BEHAVIOUR AND DECISION-MAKING PROCESSPage 213
- UNIT 4: ORGANIZATIONAL BUYER BEHAVIOURPage 226
One paragraph, so you can see how it reads
HTM509 · UNIT 1: ORIGIN, DEFINITION AND SIGNIFICANCE OF CONSUMER BEHAVIOUR
Organizational Consumers: Organizational consumers, on the other hand, buy items and services to run a business, including for-profit and non-profit businesses, government agencies and educational institutions.
What you should be able to do
- Define and explain the core concepts of consumer behavior.
- Analyze the psychological factors influencing consumer decisions.
- Evaluate the impact of social and cultural factors on consumer behavior.
- Apply consumer behavior principles to marketing strategies.
- Conduct consumer research and interpret the findings.
- Understand the organizational buying process.
What it prepares you for
- Marketing Manager
- Brand Manager
- Market Research Analyst
- Advertising Executive
- Consumer Insights Specialist
- Hospitality
- Tourism
- Retail
- Advertising
- Market Research
Where it gets hard
The units students slow down on, and what makes each one heavy.
- Module 2: Consumer Behaviour: Personality and Attitudes
Unit 2: Motivation, Value and Involvement
Understanding the nuances of Maslow's hierarchy and its practical application to marketing strategies requires critical thinking and analytical skills.
- Module 3: Consumer Behaviour and Group Influences
Unit 1: Family and Household
Analyzing the complex interplay of cohesion, adaptability, and communication within family dynamics requires sociological insight.
A suggested way through it
13 weeks, about 28 hours in total. Yours will differ.
- Week 1Module 1: Origin, Definition and Significance of Consumer Behaviour
Unit 1: Origin, Definition and Significance of Consumer Behaviour · 2 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 2Module 1: Origin, Definition and Significance of Consumer Behaviour
Unit 2: Why Study Consumer Behaviour and its Applications · 2 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 3Module 1: Origin, Definition and Significance of Consumer Behaviour
Unit 3: Scope of Consumer Behaviour Field · 2 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 4Module 1: Origin, Definition and Significance of Consumer Behaviour
Unit 4: Terminologies in Consumer Behaviour · 2 hours
Differentiate between buyer and consumer.. Explain the difference between ultimate and industrial consumers.. Define key terminologies related to consumer behavior..
- Week 5Module 2: Consumer Behaviour: Personality and Attitudes
Unit 1: Personality and Self Concept in Consumer Behaviour · 2 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 6Module 2: Consumer Behaviour: Personality and Attitudes
Unit 2: Motivation, Value and Involvement · 2 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 7Module 2: Consumer Behaviour: Personality and Attitudes
Unit 3: Consumer Satisfaction · 2 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 8Module 2: Consumer Behaviour: Personality and Attitudes
Unit 4: Attitude Formation and Change in Consumer Behaviour · 2 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 9Module 3: Consumer Behaviour and Group Influences
Unit 1: Family and Household · 2 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 10Module 3: Consumer Behaviour and Group Influences
Unit 2: Social Group · 2 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 11Module 3: Consumer Behaviour and Group Influences
Unit 3: Consumer Social Class · 2 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 12Module 3: Consumer Behaviour and Group Influences
Unit 4: Cultural Influence and Consumer Behaviour · 2 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 13Final Revision
Final Revision · 4 hours
Review all modules and units.. Work on assignments and prepare for final examination..
Preparing for the exam
- Review all Tutor Marked Assignments (TMAs) and their solutions to reinforce key concepts.
- Create detailed summaries of each unit, focusing on definitions, models, and applications.
- Practice applying consumer behavior theories to real-world scenarios in the hospitality and tourism industry.
- Form study groups to discuss challenging concepts and share insights.
- Allocate specific time slots for each module, ensuring comprehensive coverage of all topics.
- Focus on understanding the different models of consumer behavior and their implications for marketing strategies.
- Pay close attention to the cultural aspects of consumer behavior and how they influence purchasing decisions.
- Practice answering past examination questions to familiarize yourself with the exam format and question types.
Questions students ask about this course
What is HTM509 about?
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.
How many units does HTM509 have?
HTM509, CONSUMER BEHAVIOUR, has 21 units across 5 modules, over 262 pages of course material. You can read it one unit at a time.
How many credit units is HTM509?
HTM509 carries 2 credit units, at 500 level in Agricultural Sciences.
Is HTM509 hard?
HTM509 is rated intermediate level, with no mathematical content. It is mostly theoretical and case study work.
How long does HTM509 take to study?
About 60 hours of study, spread across its 21 units.
How is HTM509 assessed?
HTM509 is assessed by Assignments, Tutor Marked Assignments and Final Examination.
What can I do with HTM509?
Marketing Manager, Brand Manager, Market Research Analyst, Advertising Executive and Consumer Insights Specialist.