Institute of Commercial Management | Qualification Subject

Buyer Behaviour & Consumerism

Main Topics of Study

Technology-driven Consumer Behaviour

  • The marketing concept
  • Exchange between consumers and marketers
  • Customer value, satisfaction and retention
  • The role of consumer behaviour and consumer decision-making

Segmentation, Targeting and Positioning

  • Market segmentation and effective targeting
  • Bases for market segmentation, including demographics, social class, social status, benefit, behavioural targeting, product usage and location
  • Implementing segmentation strategies
  • Behavioural targeting
  • Positioning and repositioning

Consumer Motivation and Personality

  • Dynamics of motivation
  • System of needs
  • Goals
  • Measurement of motives
  • Nature and theories of personality
  • Personality traits and consumer behaviour
  • Self and self-image

Consumer Perception

  • The elements of perception
  • Perceptual selection
  • Perceptual interpretation: stereotyping
  • Consumer imagery
  • Perceived quality and perceived risk

Consumer Learning

  • Elements of consumer learning
  • Behavioural learning theories
  • Observational learning
  • Cognitive learning theories
  • Consumer involvement

Consumer Attitude Formation and Change

  • Attitudes and their formation
  • Attitude models
  • Changing the motivational functions of attitudes
  • Cognitive dissonance

Persuading Consumers

  • The communication process
  • Designing persuasive messages
  • Persuasive advertising appeals
  • Measures of message effectiveness

Print and Broadcast Media to Social and Mobile Media

  • Consumers and social media
  • Consumers and mobile advertising
  • Measuring media advertising effectiveness
  • Traditional media’s electronic evolution

Reference Groups and Word-of-Mouth

  • Source credibility and reference groups
  • Credibility of spokespersons, endorsers and other formal sources
  • Word of mouth and opinion leadership
  • Strategic applications of word of mouth
  • The diffusion of innovations
  • Segmenting by adopter categories

The Family and its Social Standing

  • The family as a socialisation agent
  • Family decision making and consumption-related roles
  • The family life cycle
  • Social standing and consumer behaviour
  • Measuring social class
  • Social class characteristics and consumer behaviour
  • Four views of consumer decision making

Culture’s Influence on Consumer Behaviour

  • Culture’s role and dynamics
  • Learning cultural values
  • Measuring cultural values

Subcultures and Consumer Behaviour

  • Culture and subcultures
  • Religious, regional, generational and gender subcultures
  • Cross-cultural analysis
  • Localisation versus standardisation
  • Global marketing opportunities

Consumer Decision Making and Diffusion of Innovations

  • Consumer decision making model
  • Diffusion and adoption of innovations
  • Types of innovations
  • The adoption process
  • Product features that affect adoption

Marketing Ethics and Social Responsibility

  • Societal marketing concept
  • Exploitive marketing
  • Self-regulation versus laws
  • Provocative marketing
  • Promoting social causes

Consumer Research

  • Developing research objectives
  • Collecting secondary data
  • Designing primary research
  • Qualitative research, scope of quantitative research, quantitative research data collection instruments
  • Data analysis and reporting research findings

Recommended Reading

Main Text:

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Consumer Behaviour, L.G.Schiffman, J.L.Wisenblit, Pearson Education.

Indicative Text:

Alternative Text and Further Reading:

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Consumer Behavior, Global edition, 11th edition, 2014, M Solomon, Pearson Education.