Subject

Consumer Behaviour

How and why consumers choose, buy, use and dispose of products and services — the psychological, social and cultural influences on buying behaviour and how marketers apply them.

What this subject covers

Covers the ZIM Level 4 Consumer Behaviour syllabus. Learners study individual decision-making, post-purchase behaviour, involvement and loyalty, and organisational buying, then the psychological influences on buying: motivation, perception, learning, personality and self-concept, and attitudes. Later topics cover groups, reference groups and opinion leaders, the family, culture and subculture, diffusion of innovations, communication and AIDA, e-commerce and online buying, consumer research methods, consumer education and protection, and consumer trends and forecasting.

Lesson topics

Introduction to Consumer Behaviour and Marketing Strategy
Customers, Consumers and Clients
Individual Consumer Decision-Making and Information Search
Post-Purchase Behaviour, Satisfaction and Cognitive Dissonance
Purchase Involvement, Brand Loyalty and Consumer Behaviour Models
Organisational Buying Situations
Organisational Buying Models and Decision Processes
Organisational Style, Buying Influences and the Decision-Making Unit
Consumer Motivation, Needs and Marketing Applications
Motivation Research and Projective Techniques
Perception, Sensory Receptors and Selective Processing
The Human Nervous System, Perceptual Thresholds and Sensory Marketing
Learning, Classical Conditioning and Brand Associations
Operant, Cognitive and Observational Learning
Personality, Self-Concept and Consumer Identity
Consumer Attitudes, Beliefs and Attitude Change
Integrated Psychological, Economic and Physical Influences
Groups, Reference Groups and Consumer Socialisation
Role Models, Opinion Leaders, Endorsements and the Media
The Family, Household Buying Roles and Family Life Cycle
Culture, Subculture and Social Influences on Consumption
Innovation, Entrepreneurship, Diffusion and Adoption
Communication, AIDA and Marketing Decision-Making
E-Commerce, Technology and the Online Consumer
Knowledge Management for Consumer Insight
Marketing Research Methods and Evidence for Consumer Insight
Consumer Society, Consumer Education and Public Policy
Consumer Trends, Social Change, Forecasting and Futures Research
Nature, Purpose and Approaches to Consumer Behaviour Case Studies
Management Reports and Integrated Consumer Behaviour Case Analysis

CPD advantage: Completing this subject may qualify for Continuous Professional Development (CPD) points with your professional body — check with them for recognition.

Fees

Course fee K600.00

Assessment fee Not applicable — no assessment

Total amount to pay K600.00

Save K1,000.00 by bundling

Pay K3,800.00 for all 8 subjects in ZIM Marketing Level 4 instead of K4,800.00 — assessment fees included, no extra payment. View the programme.

30 lesson topics

No assessment at present. This subject is currently study-only: you get the full lessons, but there is no assessment to take, so it doesn't lead to a certificate for now.

Remember: you must apply for a minimum of 2 subjects in total.

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