1. Consumer Behaviour
Introduction to Module

2. Professor DON Bathie
Skype: susan.bathie

3. Working on Module:
Presentations
Tutorials/Workshops
Supplementary reading
Intranet
Review sessions

4. Assessment
Class Performance (10%)
Mid Term examination
(40%)
Final Examination
(50%)

5. Learning Outcomes Identifying the Customer Investigating the Customer
Understanding Customer
Behaviour
Predicting and Influencing
Customer Behaviour

6. Basic Framework Motivation Perception Search Evaluation Choice
Learning

7. Workshop 1 In your group; Select a product/service you all buy
2. Describe why / how you go about
buying it
3. Use the basic framework to organise
your answer