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Thompson Rivers University
Thompson Rivers University

MKTG 3471: Consumer Behaviour

Students develop an appreciation for the influence consumer behavior has on marketing activities. Students apply psychological, social and cultural concepts to marketing decision making. Topics include the importance of consumer behaviour and research; internal influences such as motivation and involvement, personality, self-image, life-style, perception, learning, attitude formation and change, and communication; external influences such as culture, subculture, social class, reference groups and family, and the diffusion of innovations; and consumer decision making.

Learning outcomes

  • Explain and apply the key terms, definitions, and concepts used in the study of consumer behaviour.
  • Demonstrate how as a marketer you can use your knowledge of consumer behaviour concepts to develop better marketing programs and strategies to influence those behaviours.
  • Critically evaluate the effectiveness of various advertisement and promotions and their attempts to influence the behaviours of individuals.
  • Complete a project that demonstrates both your working knowledge and analytical skills in assessing the consumer decision-making process.
  • Analyze the trends in consumer behaviour, and apply them to the marketing of an actual product or service.

Course topics

Module 1: Introduction to Consumer Behaviour

Module 2: Internal Influences on Consumer Behaviour

Module 3: Consumers as Decision Makers

Module 4: Consumers in Their Social and Cultural Settings

Required text and materials

Students require the following e-textbook. An access card/code for this e-text can be purchased directly from the TRU bookstore site at Instructions on how to use the access code are provided in the course after registration.

  1. Solomon, M. R., Main, K., White, K., & Dahl, D. W. (2020). Consumer behaviour: Buying, having, being (8th Canadian ed.). Toronto: Pearson Canada.
    Type: e-text and access card package ISBN: 9780135433942


Please be aware that should your course have a final exam, you are responsible for the fee to the online proctoring service, ProctorU, or to the in-person approved Testing Centre. Please contact with any questions about this.

To successfully complete this course, students must achieve a passing grade of 50% or higher on the overall course, and 50% or higher on the final mandatory exam.

Assignment 1: Relationship Marketing and Marketing Ethics 10%
Quiz on Module 2: Internal Influences on Consumer Behaviour 10%
Assignment 2: Marketing Campaign Analysis 10%
Quiz on Module 3: Consumers as Decision Makers 10%
Assignment 3: Attitudes and Decision-Making Process 10%
Quiz on Module 4: External Influences on Consumer Behaviour 10%
Assignment 4: External Influences 10%
Final Exam (mandatory) 30%
Total 100%

Open Learning Faculty Member Information

An Open Learning Faculty Member is available to assist students. Students will receive the necessary contact information at the start of the course.

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