Consumer behaviour unisa

Consumer behaviour theories; empirical generalisations; customer loyalty; memory and mental availability (brand salience); patterns in belief and attitude data;

Course Aim

To familiarise students with the concepts of individual consumer behaviour, and to acquaint students with applications of these concepts in the market place.

Prerequisite

MARK 1010 Marketing Principles: Trading and Exchange may be taken prior to or concurrently with MARK 1008 Consumer Behaviour.

Teaching Method

Note: These components may or may not be scheduled in every study period.
Please refer to the timetable for further details.

What is the difference between behaviour and consumer behaviour?

Behaviour is the interaction with the surrounding ambiance, inherent in living creatures and mediated by their external and inner activeness.
Thus consumer behaviour is the actions of consumers in the market place and the underlying motives for those actions.

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