Overview
Consumer Behaviour is the study of individual, group, and organisational processes involved in selecting, securing, and using products and services. Understanding why, what, and how consumers purchase is fundamentally critical to marketers and policymakers. In this unit you will examine both the internal and external factors that influence buyer behaviour using consumer decision making models as a framework. Furthermore, you will develop critical understandings on elements from psychology, sociology, social anthropology, marketing and economics relating to the decision-making processes of buyers, as well as the roles emotions and cognitions play in buying behaviour.
Details
Pre-requisites or Co-requisites
Prereq of MRKT11028 or MRKT11029
Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).
Offerings For Term 1 - 2020
Attendance Requirements
All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).
Recommended Student Time Commitment
Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.
Class Timetable
Assessment Overview
Assessment Grading
This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University’s Grades and Results Policy for more details of interim results and final grades.
All University policies are available on the CQUniversity Policy site.
You may wish to view these policies:
- Grades and Results Policy
- Assessment Policy and Procedure (Higher Education Coursework)
- Review of Grade Procedure
- Student Academic Integrity Policy and Procedure
- Monitoring Academic Progress (MAP) Policy and Procedure – Domestic Students
- Monitoring Academic Progress (MAP) Policy and Procedure – International Students
- Student Refund and Credit Balance Policy and Procedure
- Student Feedback – Compliments and Complaints Policy and Procedure
- Information and Communications Technology Acceptable Use Policy and Procedure
This list is not an exhaustive list of all University policies. The full list of University policies are available on the CQUniversity Policy site.
Feedback, Recommendations and Responses
Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.
Feedback from Have Your Say Survey
My suggestion is that if there are some examples on moodle, it would be a great learning guide.
Exemplars from previous units will be used to enable students to see the level of detail needed, even if the assessment is on a different topic from the one given in that unit.
- Assess the contributions of social sciences in the development of consumer behaviour principles
- Identify critical situational influences that shape purchase and consumption decisions of consumers
- Apply models of consumer decision making to specific examples of consumer behaviour
- Evaluate the influences of internal and external factors on thoughts, feelings, and actions of consumers
- Outline how consumer behaviour principles can be used as conceptual frameworks for developing effective marketing strategies.
Alignment of Assessment Tasks to Learning Outcomes
| Assessment Tasks | Learning Outcomes | ||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| 1 - Online Quiz(zes) - 20% | |||||
| 2 - Presentation - 30% | |||||
| 3 - Written Assessment - 50% | |||||
Alignment of Graduate Attributes to Learning Outcomes
| Graduate Attributes | Learning Outcomes | ||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| 1 - Communication | |||||
| 2 - Problem Solving | |||||
| 3 - Critical Thinking | |||||
| 4 - Information Literacy | |||||
| 5 - Team Work | |||||
| 6 - Information Technology Competence | |||||
| 7 - Cross Cultural Competence | |||||
| 8 - Ethical practice | |||||
| 9 - Social Innovation | |||||
| 10 - Aboriginal and Torres Strait Islander Cultures | |||||
Alignment of Assessment Tasks to Graduate Attributes
| Assessment Tasks | Graduate Attributes | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | |
| 1 - Online Quiz(zes) - 20% | ||||||||||
| 2 - Presentation - 30% | ||||||||||
| 3 - Written Assessment - 50% | ||||||||||
Textbooks
Consumer behaviour: Implications for marketing strategy
Edition: 7th (2015)
Authors: Quester, P., Pettigrew, S., Kopanidis, F., Rao Hill, S.
McGraw-Hill Education (Australia) Pty Ltd
North Ryde North Ryde , NSW , Australia
ISBN: 9781743076811 (pbk); 9781760421410 (eBook)
Binding: eBook
Additional Textbook Information
Paper copies can be ordered from the CQUni Bookshop here: http://bookshop.cqu.edu.au (search on the Unit code)
eBook copies can be purchased from the publisher website here: https://www.mheducation.com.au/9781760421410-aus-ebook-consumer-behaviour
IT Resources
- CQUniversity Student Email
- Internet
- Unit Website (Moodle)
- Microsoft Office
All submissions for this unit must use the referencing style: American Psychological Association 6th Edition (APA 6th edition)
For further information, see the Assessment Tasks.
e.li@cqu.edu.au
Module/Topic
Introduction to Consumer Behaviour and the Role of Situations
Chapter
Events and Submissions/Topic
Module/Topic
Consumer Decision Making - Problem Recognition and Information Search
Chapter
3 and 4
Events and Submissions/Topic
Module/Topic
Consumer Decision Making - Choosing, Purchase and Post Purchase
Chapter
5 and 7
Events and Submissions/Topic
Module/Topic
Perception
Chapter
8
Events and Submissions/Topic
Module/Topic
Learning and Memory
Chapter
9
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
Module/Topic
Motivation, Personality and Emotion
Chapter
10
Events and Submissions/Topic
Module/Topic
Attitude and Attitude Change
Chapter
11
Events and Submissions/Topic
Module/Topic
Society, Demographics and Lifestyle
Chapter
12
Events and Submissions/Topic
Module/Topic
Household Structure
Chapter
13
Events and Submissions/Topic
Module/Topic
Group Influence and Communication
Chapter
14
Events and Submissions/Topic
Module/Topic
Culture and Cross-Cultural Variations
Chapter
16
Events and Submissions/Topic
Module/Topic
Chapter
15
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
1 Online Quiz(zes)
This online quiz opens at 5pm AEST Friday Week 3 and closes at 5pm AEST Friday Week 4 on Moodle.
This quiz ensures that students engage the conceptual material in the following chapters of the textbook: 1, 2, 3, 4, 5, 7. It includes 20 questions and has a time limit of 40 minutes.
Please see below for some important advice for the quiz.
- This quiz is an individual assessment.
- This quiz can only be taken once so do not open the quiz until you are ready to complete the entire quiz.
- Responsibility for access, ISP, browsers, connection and the computer you use (irrespective of who owns it) remains with the student. Failure of equipment is not grounds for special consideration, extension of quiz or special arrangements. Use of computers/computer labs on university campuses does not absolve students of their responsibility for having reliable and continued access to the worldwide web.
- Refer system access problems (e.g. Moodle login or password issues) to the Technology and Services Assistance Centre at tasac@cqu.edu.au as early as possible.
- “My computer has frozen up during the online quiz – what do I do?” The first thing to do is “don’t panic”! Contact the Unit Coordinator immediately for assistance identifying assessment number, the nature of the problem, your full name, student number, and campus. Any omissions of this required information may delay a response.
- If a student requests a reset of the quiz and the Unit Coordinator agrees to that request, but subsequently the student does not complete the quiz within the deadline, it will be deemed that the quiz has not been completed and a score of zero will apply. Note that the determination of whether the online quiz result was affected by technical difficulties will be solely the prerogative of the Unit Coordinator. Simply doing poorly in the quiz and then asking for a reset will not be considered.
1
Other
Week 4 Friday (3 Apr 2020) 5:00 pm AEST
On completion of online quiz.
- The total score for the quiz is 20 marks (20 questions × 1 mark per question = 20 marks).
- All questions must be completed within 40 minutes.
- Identify critical situational influences that shape purchase and consumption decisions of consumers
- Apply models of consumer decision making to specific examples of consumer behaviour
- Evaluate the influences of internal and external factors on thoughts, feelings, and actions of consumers
- Problem Solving
- Critical Thinking
- Information Technology Competence
- Ethical practice
2 Presentation
- Duclos, R., & Khamitov, M. (2019). Compared to dematerialized money, cash increases impatience in intertemporal choice. Journal of Consumer Psychology, 29(3), 445-454.
- Gong, H., Huang, J., & Goh, K. H. (2019). The illusion of double‐discount: Using reference points in promotion framing. Journal of Consumer Psychology, 29(3), 483-491.
- Taylor, N., Noseworthy, T. J., & Pancer, E. (2019). Supersize my chances: Promotional lotteries impact product size choices. Journal of Consumer Psychology, 29(1), 79-88.
Your task is to choose one article from these three articles, present the findings of your chosen article, and apply these findings to an organisation of your choice. That is, you will find a real-world organisation, introduce the marketing or consumer behaviour issues this organisation is facing in 2020, and design corresponding recommendations to address the issues, based on the findings of your chosen article.
- Student information and presentation title;
- The research article: findings;
- The organisation: issues;
- The organisation: recommendations;
- Reference list.
- On-campus students will deliver their presentation in class, and submit their PowerPoint file and script on Moodle.
- Distance education students will record their presentation through PowerPoint's “Record Slide Show” function, and submit their PowerPoint file (with recording) and script on Moodle.
- For all students, the Moodle submission of PowerPoint file and script will be due at 5pm AEST Friday Week 8. However, on-campus students may present in class prior to, during, or after Week 8, depending on their local lecturer/tutor's scheduling.
Week 8 Friday (8 May 2020) 5:00 pm AEST
Week 10 Friday (22 May 2020)
- PowerPoint design and referencing - 5 marks
- Presentation clarity - 5 marks
- The research article: findings - 10 marks
- The organisation: issues and recommendations - 10 marks
- Total - 30 marks
- Assess the contributions of social sciences in the development of consumer behaviour principles
- Apply models of consumer decision making to specific examples of consumer behaviour
- Evaluate the influences of internal and external factors on thoughts, feelings, and actions of consumers
- Communication
- Problem Solving
- Critical Thinking
- Information Literacy
- Information Technology Competence
- Ethical practice
3 Written Assessment
Renting a house can be a major consumption decision, subject to many competing influences. This assessment requires you to look at the rental property choices of 3 people, and provide your analysis on those factors leading to their decisions.
Firstly, please download the 4 survey questionnaires completed by 4 different respondents (these questionnaires will be posted on Moodle from Week 7). After reading through these questionnaires, please pick 3 questionnaires/respondents (you can pick any 3 you like) as the target for your analysis. You will notice that these questionnaires are mainly about making decisions among 5 different rental property options.
Secondly, please use the compensatory decision rule to calculate which rental property option each of the 3 respondents is most likely to choose, based on the decision matrix presented in her/his questionnaire. Is this the rental property s/he would have actually chosen? If there is a difference, please provide an explanation.
Thirdly, please analyse the behaviour of your chosen respondents. That is, please explain the differences between their rankings of evaluative criteria and their choices of rental properties, using theories on demographics (e.g., age, gender, family situation, income, and ethnicity) and personality.
Lastly, please provide two recommendations to the marketer of any one of the rental property options featured in the survey questionnaires.
This assessment has a maximum word limit of 2500. Your argument and analysis in this assessment requires theoretical support from a minimum of 10 journal article references.
Week 12 Friday (5 June 2020) 5:00 pm AEST
As this unit has no exam, the formal results for this last piece of assessment can only be released to students on the Certification of Grades date (10-Jul-2020).
- Report structure, writing style, and referencing - 10 marks
- Application of compensatory decision rule - 10 marks
- Analysis of behaviour - 20 marks
- Two recommendations - 10 marks
- Total - 50 marks
- Identify critical situational influences that shape purchase and consumption decisions of consumers
- Apply models of consumer decision making to specific examples of consumer behaviour
- Evaluate the influences of internal and external factors on thoughts, feelings, and actions of consumers
- Outline how consumer behaviour principles can be used as conceptual frameworks for developing effective marketing strategies.
- Communication
- Problem Solving
- Critical Thinking
- Information Literacy
- Information Technology Competence
- Cross Cultural Competence
- Ethical practice
As a CQUniversity student you are expected to act honestly in all aspects of your academic work.
Any assessable work undertaken or submitted for review or assessment must be your own work. Assessable work is any type of work you do to meet the assessment requirements in the unit, including draft work submitted for review and feedback and final work to be assessed.
When you use the ideas, words or data of others in your assessment, you must thoroughly and clearly acknowledge the source of this information by using the correct referencing style for your unit. Using others’ work without proper acknowledgement may be considered a form of intellectual dishonesty.
Participating honestly, respectfully, responsibly, and fairly in your university study ensures the CQUniversity qualification you earn will be valued as a true indication of your individual academic achievement and will continue to receive the respect and recognition it deserves.
As a student, you are responsible for reading and following CQUniversity’s policies, including the Student Academic Integrity Policy and Procedure. This policy sets out CQUniversity’s expectations of you to act with integrity, examples of academic integrity breaches to avoid, the processes used to address alleged breaches of academic integrity, and potential penalties.
What is a breach of academic integrity?
A breach of academic integrity includes but is not limited to plagiarism, self-plagiarism, collusion, cheating, contract cheating, and academic misconduct. The Student Academic Integrity Policy and Procedure defines what these terms mean and gives examples.
Why is academic integrity important?
A breach of academic integrity may result in one or more penalties, including suspension or even expulsion from the University. It can also have negative implications for student visas and future enrolment at CQUniversity or elsewhere. Students who engage in contract cheating also risk being blackmailed by contract cheating services.
Where can I get assistance?
For academic advice and guidance, the Academic Learning Centre (ALC) can support you in becoming confident in completing assessments with integrity and of high standard.
What can you do to act with integrity?
