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Buyer Behaviour and Analysis

For marketers, an understanding of how a consumer selects, purchases, uses and disposes of products and services is pertinent to successfully managing the marketing function.

In this course, you will learn about the role of consumer behaviour within marketing. We will discuss how this behaviour is shaped by the social and cultural environment, as well as a number of psychological factors.

You will learn about decision-making processes in consumption behaviour in different buying situations. This will develop your ability to integrate marketing processes at a higher level.

Concepts drawn from various disciplines such as psychology, economics and anthropology will be examined.

This course is part of the CurtinX MicroMasters Credential in Marketing in a Digital World that is specifically designed to teach the critical skills needed to be successful in this exciting field. In order to qualify for the MicroMasters Credential you will need to earn a Verified Certificate in each of the five courses.

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What's inside

Learning objectives

Apply analytical tools to determine how culture, personality and lifestyle affect the behaviour of consumers and self
Analyse how consumer attitudes are formed, and consumer opinions change in order to better understand your own and other's personal consumption experiences

Evaluate how different sources of group influences can affect and radically change consumers' consumption
Create specific marketing strategies that focus around what motivates consumers, what captures their attention and what retains their loyalty

Apply analytical tools to determine how culture, personality and lifestyle affect the behaviour of consumers and self
Analyse how consumer attitudes are formed, and consumer opinions change in order to better understand your own and other's personal consumption experiences
Evaluate how different sources of group influences can affect and radically change consumers' consumption
Create specific marketing strategies that focus around what motivates consumers, what captures their attention and what retains their loyalty

Syllabus

Topic 1: Introduction to buyer behaviour

Basic consumer behaviour concepts such as consumer needs and wants and market segmentation, as well as a psychological approach to understanding consumer behaviour

Topic 2: Culture

How cultural diversity and differences influence the way that consumers make decisions

Topic 3: Consumer decision making

Individual decision-making processes to understand if consumers make rational decisions, or if there are systematic biases in the ways people make decisions

Topic 4: E-commerce buying behaviour

How buyers behave in an online environment and identifying online technologies within modern marketing

Topic 5: Perception and unconscious thought.

The consumer perception process, sensory marketing, semiotics and subliminal advertising techniques

Topic 6: Learning, memory and product positioning

How basic cognitive processes (e.g., attention, learning and memory, self-control, and emotions) shape consumer decision-making

Topic 7: Motivation and involvement

The motivational drivers towards behaviour and involvement with the product, the marketing message, and purchase situation

Topic 8: Attitude formation and change

The nature of attitudes, attitude development and persuasion techniques

Topic 9: Gender stereotypes and social identity

The consumer's self-concept, gender identity, ideals of beauty and body decoration or mutilation

Topic 10: Consumer ethics and misbehaviour

How consumers' ethical concerns about business practices influence their purchase behaviour

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Develops an understanding of basic consumer behavior concepts by examining how culture, personality, and lifestyle affect consumer behavior

Examines the role of culture in shaping consumer decisions

Analyzes individual decision-making processes to understand how consumers make rational decisions or exhibit systematic biases

Explores the topic of e-commerce buying behavior

Examines the consumer perception process, sensory marketing, semiotics, and subliminal advertising techniques

Develops an understanding of how basic cognitive processes shape consumer decision-making

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Reviews summary

Avoid this course

According to students, avoid this course at all costs. They say that the course content is far too superficial, and that most of the examples given are juvenile

Can be completed in an hour.

"They estimate 8-10 hours PER module. Trust me you'll be done in 1 hour or less!"

Examples are not real-world.

"It's not remotely challenging - examples/infographics are juvenile!"

Concepts are too simple.

"The approach is so superficial, it feels like it was created for kids not grown adults."

"The entire focus is on binary concepts that are mostly common sense..."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Buyer Behaviour and Analysis with these activities:

Review basic statistics and research methods

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Ensure a strong foundation for understanding research and data analysis in consumer behaviour.

Browse courses on Statistics

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Go over your notes or textbooks from previous courses on statistics and research methods.
Complete practice problems or exercises to refresh your understanding of concepts.

Read 'Consumer Behaviour' by Michael R. Solomon

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Introduce key concepts in consumer behaviour and provide a foundation for the course.

View Consumer Behavior: Buying, Having, Being on Amazon

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Read and take notes on the first three chapters to familiarize yourself with the fundamentals of consumer behaviour.
Complete the end-of-chapter questions to check your understanding of the material.
Identify and explain the key concepts covered in each chapter.

Complete online quizzes on consumer behaviour theories

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Reinforce understanding of key concepts and provide immediate feedback.

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Identify reputable online platforms that offer quizzes on consumer behaviour theories.
Take multiple quizzes to test your knowledge and identify areas for improvement.
Review your answers and refer to course materials to address any misconceptions.

Four other activities

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Watch YouTube videos on consumer psychology

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Enhance understanding of how psychological factors influence consumer behaviour.

Browse courses on Consumer Psychology

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Search for videos on topics related to consumer psychology, such as motivation, perception, and decision-making.
Take notes on the key insights and research findings presented in the videos.

Join a study group to discuss course concepts

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Foster collaboration, enhance understanding, and identify areas for improvement.

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Find a study group or create one with classmates.
Meet regularly to discuss course materials, case studies, and assignments.
Engage in active listening, ask questions, and share insights.

Create a blog post on a consumer behaviour topic

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Develop critical thinking and communication skills while applying course concepts.

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Choose a specific topic related to consumer behaviour that interests you.
Research the topic thoroughly and gather relevant information.
Write a well-structured blog post that presents your findings and insights.
Share your blog post with others for feedback.

Connect with professionals in the field of consumer behaviour

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Gain insights from industry experts and build a network for career opportunities.

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Attend industry events or conferences related to consumer behaviour.
Reach out to professionals on LinkedIn or other professional networking platforms.
Request informational interviews to learn about their experiences and career paths.

Career center

Learners who complete Buyer Behaviour and Analysis will develop knowledge and skills that may be useful to these careers:

Consumer Psychologist

Consumer Psychologists study the behavior of consumers. This course may be useful for Consumer Psychologists because it provides a foundation in consumer behavior, including how consumers make decisions, how they are influenced by marketing messages, and how they respond to different marketing strategies. The course also covers topics such as consumer research, consumer behavior models, and consumer psychology, which are all important concepts for Consumer Psychologists to understand.

See salaries and explore the career path for Consumer Psychologist

Marketing Manager

Marketing Managers develop and execute marketing campaigns to promote products and services. This course may be useful for Marketing Managers because it provides a comprehensive overview of consumer behavior, including how consumers make decisions, how they are influenced by marketing messages, and how they respond to different marketing strategies. The course also covers topics such as market segmentation, target marketing, and brand management, which are all essential concepts for Marketing Managers to understand.

See salaries and explore the career path for Marketing Manager

Behavioral Economist

Behavioral Economists apply economic principles to understand consumer behavior. This course may be useful for Behavioral Economists because it provides a foundation in consumer behavior, including how consumers make decisions, how they are influenced by marketing messages, and how they respond to different marketing strategies. The course also covers topics such as behavioral economics, decision-making, and consumer behavior, which are all important concepts for Behavioral Economists to understand.

See salaries and explore the career path for Behavioral Economist

Brand Manager

Brand Managers are responsible for developing and managing brand strategies. This course may be useful for Brand Managers because it provides a deep understanding of consumer behavior, including how consumers perceive brands, how they make decisions about which brands to buy, and how they form relationships with brands. The course also covers topics such as brand positioning, brand equity, and brand loyalty, which are all important concepts for Brand Managers to understand.

See salaries and explore the career path for Brand Manager

Customer Experience Manager

Customer Experience Managers are responsible for creating and managing customer experiences. This course may be useful for Customer Experience Managers because it provides a foundation in consumer behavior, including how consumers perceive brands, how they make decisions about which brands to buy, and how they form relationships with brands. The course also covers topics such as customer journey mapping, customer service, and customer satisfaction, which are all important concepts for Customer Experience Managers to understand.

See salaries and explore the career path for Customer Experience Manager

Neuromarketer

Neuromarketers use neuroscience to understand consumer behavior. This course may be useful for Neuromarketers because it provides a foundation in consumer behavior, including how consumers make decisions, how they are influenced by marketing messages, and how they respond to different marketing strategies. The course also covers topics such as neuromarketing, brain imaging, and consumer neuroscience, which are all important concepts for Neuromarketers to understand.

See salaries and explore the career path for Neuromarketer

Social Media Manager

Social Media Managers are responsible for developing and managing social media strategies. This course may be useful for Social Media Managers because it provides a foundation in consumer behavior, including how consumers use social media and how they are influenced by social media messages. The course also covers topics such as social media marketing, social media analytics, and social media advertising, which are all important concepts for Social Media Managers to understand.

See salaries and explore the career path for Social Media Manager

Email Marketer

Email Marketers are responsible for creating and sending email marketing campaigns. This course may be useful for Email Marketers because it provides a foundation in consumer behavior, including how consumers use email and how they are influenced by email marketing messages. The course also covers topics such as email marketing strategy, email campaign design, and email analytics, which are all important concepts for Email Marketers to understand.

See salaries and explore the career path for Email Marketer

Content Marketer

Content Marketers are responsible for creating and distributing content that attracts and engages consumers. This course may be useful for Content Marketers because it provides a foundation in consumer behavior, including how consumers consume content and how they are influenced by content marketing. The course also covers topics such as content marketing strategy, content creation, and content distribution, which are all important concepts for Content Marketers to understand.

See salaries and explore the career path for Content Marketer

Advertising Account Executive

Advertising Account Executives sell advertising space and time to businesses. This course may be useful for Advertising Account Executives because it provides a foundation in consumer behavior, including how consumers are influenced by advertising messages. The course also covers topics such as media planning, media buying, and campaign evaluation, which are all important concepts for Advertising Account Executives to understand.

See salaries and explore the career path for Advertising Account Executive

Sales Manager

Sales Managers are responsible for leading and motivating sales teams. This course may be useful for Sales Managers because it provides a foundation in consumer behavior, including how consumers make decisions and how they are influenced by sales messages. The course also covers topics such as sales management, sales training, and customer relationship management, which are all important concepts for Sales Managers to understand.

See salaries and explore the career path for Sales Manager

Product Manager

Product Managers are responsible for developing and managing products. This course may be useful for Product Managers because it provides a foundation in consumer behavior, including how consumers make decisions about which products to buy. The course also covers topics such as product development, product management, and product marketing, which are all important concepts for Product Managers to understand.

See salaries and explore the career path for Product Manager

UX Designer

UX Designers are responsible for designing user interfaces for websites and apps. This course may be useful for UX Designers because it provides a foundation in consumer behavior, including how consumers interact with websites and apps. The course also covers topics such as user research, usability testing, and information architecture, which are all important concepts for UX Designers to understand.

See salaries and explore the career path for UX Designer

Market Research Analyst

Market Research Analysts are responsible for collecting, analyzing, and interpreting data about consumers. This course may be useful for Market Research Analysts because it provides a foundation in consumer behavior, including how culture, personality, and lifestyle affect consumer decisions. The course also covers topics such as consumer attitudes, perception, and motivation, which are all important factors to consider when conducting market research.

See salaries and explore the career path for Market Research Analyst

Public relations manager

Public Relations Managers are responsible for managing the public image of organizations. This course may be useful for Public Relations Managers because it provides a foundation in consumer behavior, including how consumers form opinions about organizations and how they are influenced by public relations messages. The course also covers topics such as public relations strategy, public relations writing, and public relations campaigns, which are all important concepts for Public Relations Managers to understand.

See salaries and explore the career path for Public relations manager

Reading list

We've selected ten books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Buyer Behaviour and Analysis.

Consumer Behavior

Save

This comprehensive textbook covers a wide range of topics in consumer behavior, providing a strong foundation for the course. It offers insights into consumer needs, wants, and decision-making processes.

Consumer Behavior: Buying, Having, Being

Kindle Edition

$$$

Advances in Motivation Science

Save

Explores the psychological factors that influence consumer behavior, providing valuable insights into how consumers think and make decisions. It complements the course's focus on the social and cultural environment.

Advances in Motivation Science (Volume 11)

Hardcover

$$$$

Advances in Motivation Science (Volume 10)

Hardcover

$$$$

Advances in Motivation Science (Volume 9)

Hardcover

$$$$

Advances in Motivation Science (Volume 8)

Hardcover

$$$$

Advances in Motivation Science (Volume 5)

Hardcover

$$$$

Advances in Motivation Science (Volume 4)

Hardcover

$$$$

Advances in Motivation Science (Volume 3)

Hardcover

$$$$

Advances in Motivation Science (Volume 2)

Hardcover

$$$$

Advances in Motivation Science (Volume 1)

Hardcover

$$$$

(Deutsch) Advances in Motivation Science (ISSN 7) (German...

Kindle Edition

$$$

Predictably Irrational, Revised and Expanded Edition

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This fascinating book examines the irrational and often predictable ways in which consumers make decisions. It challenges traditional economic models and provides valuable insights into consumer behavior.

Buyer Behaviour and Analysis

Two deals to help you save

What's inside

Learning objectives

Syllabus

Good to know

Save this course

Reviews summary

Avoid this course

Activities

Career center

Reading list

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