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.


Upon successful completion of this course, students should be able to:

  • 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 outline

Module 1: Introduction to Consumer Behaviour and Consumer Research

  • Topic 1: Introduction to Consumer Behaviour
  • Topic 2: Consumer Research
  • Topic 3: Consumer Behaviour and Marketing Strategy

Module 2: Internal Influences on Consumer Behaviour

  • Topic 1: Motivation and Involvement
  • Topic 2: Personality, Self-Image, and Life Style
  • Topic 3: Consumer Perception
  • Topic 4: Consumer Learning
  • Topic 5: Consumer Attitude Formation and Change
  • Topic 6: Communication and Consumer Behaviour

Module 3: External Influences on Consumer Behaviour

  • Topic 1: The Influences of Culture on Consumer Behaviour
  • Topic 2: Subcultures and Consumer Behaviour
  • Topic 3: Social Class and Consumer Behaviour
  • Topic 4: Reference Groups and Family
  • Topic 5: Consumer Influence and the Diffusion of Innovations

Module 4: Consumer Decision Making

  • Topic 1: Consumer Decision Making-Process
  • Topic 2: Consumer Decision Making-Outcomes

Required text and materials

Leon Schiffman, Leslie Kanuk, and Mallika Das. Consumer Behaviour. Canadian (1st) edition. Pearson Education, 2006.
Type: Textbook. ISBN: 0131463047

NOTE: Students registering for this course will receive a custom reprinted copy of the required text. The difference is reflected in the cost of your materials and the ISBN will differ from the one noted above.

Additional requirements

Computer with Internet access required.


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 project.

Quizzes: 20%
Assignment 1: Analysis and Research 10%
Assignment 2: Analysis of Internal Infuence 10%
Assignment 3: Analysis of External Influence 10%
Assignment 4: Consumer Decision Making 10%
Final Project * 40%
Total 100%

* Mandatory

Open Learning Faculty Member

An Open Learning Faculty Member is available to assist students. Primary communication is through the Learning Environment’s “Mail” tool or by phone. Students will receive the necessary contact information at the start of the course.

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