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Consumer Behaviour - Introduction

Welcome to the next lesson of this module where we will cover the topic of consumer behaviour.

We will learn about who the 'consumer' is, and how a consumer can be defined. We will then move on to consider the different factors that make up the consumer attitude and influence their behaviour.

Another thing that is considered is the extent of consumer involvement that is related to the purchase decision (for example, impulse buying versus highly important large purchases). A further consideration to this is the type of buying, where we will consider rebuying and new task buying.

As a final aspect, a few different models will be presented that holistically try to explain consumer behavior and relate them to different motivations behind the individual decisions.


Below are some goals and objectives for you to refer to after learning this section.

Goals for this section

  • Recognise who the consumer is and what is the most important information about them.
  • Understand how target audience profiling can help companies understand consumer behaviour.
  • To know the stages of the purchase decision making process.

Objectives for this section

To be able to:

  • Present the steps of the buying decision
  • Identify and explain different factors that influence consumer attitude and purchase decisions.
  • Explain the different levels of involvement in purchases.
  • Outline the main competing models of consumer behaviour.

Begin the Lecture