Handbook

Every student, and in fact, every individual is a consumer. Consumer behaviour is a study of the factors that explain and predict consumption related behaviour in individuals and organisations alike. Behavioural concepts and theories relating to consumer behaviour and consumer decision making process are covered.

Consumer behaviour focuses on individual factors, such as motivation and needs, perception, learning, personality and lifestyle attitudes. All these intrinsic factors influence consumption behaviour. On the other hand, consumer behaviour covers external socio-cultural factors such as family, social groups and group processes, social class, culture and subculture. These external influences often have a bearing on consumption behaviour. In this unit, you will gain a better understanding of the consumer and influences of consumer behaviour.