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2019/20 Undergraduate Module Catalogue

LUBS2010 Consumer Behaviour

20 creditsClass Size: 90

Module manager: Ms Tao Jiang

Taught: Semester 2 View Timetable

Year running 2019/20

Pre-requisite qualifications

Students are required to study ONE of the below listed co-requisite modules.


LUBS1850Organisational Behaviour
LUBS1860Fundamentals of Marketing


LUBS2840Marketing Research

This module is not approved as a discovery module

Module summary

For a company to survive and succeed in the market place, it must understand its target customer and cater their needs. You will examine how individual, social and cultural factors influence consumers’ decision making process and their subsequent consumption behaviour.


This module aims to give students an insight into consumer behaviour from cognitive, social and cultural theoretical perspectives and how these consumption theories and principles can be adopted to achieve marketing success.

Learning outcomes
Upon completion of this module students will be able to:

- Discuss the role of consumer behaviour within the wider context of marketing
- Analyse consumer consumption from different theoretical perspectives and identify the key issues in consumer studies domain
- Analyse consumer behaviour using a range of frameworks and concepts and explain how consumption behaviour relates to marketing management

Skills outcomes
Upon completion of this module students will be able to:

- Critically appraise business activities and present logical arguments

Subject specific
- Explain and evaluate company marketing practices from consumer behaviour perspective
- Analyse consumer behaviour using a range of frameworks and concepts
- Develop a detailed analytical profile of consumers and consumption in a given market context
- Describe how cognitive, social, cultural and situational factors have influenced their own consumption


Indicative content:

Welcome to the consumer world
Consumer decision making process
Learning and memory
Consumer attitude formation
Change of attitude
Consumer identity
Reference group influence
Family and household
Culture and consumption
Ritual, value and symbols
Consumer behaviour research
Ethics and consumption
Ethnicity and consumer behaviour
Technology and consumption

Teaching methods

Delivery typeNumberLength hoursStudent hours
Private study hours168.00
Total Contact hours32.00
Total hours (100hr per 10 credits)200.00

Opportunities for Formative Feedback

- Student's own reflection on performance and understanding in the format of weekly progress monitor form
- Two assignment clinics in the format of Q&A during the course of the module delivery

Methods of assessment

Assessment typeNotes% of formal assessment
Essay4000 words100.00
Total percentage (Assessment Coursework)100.00

The resit for this module will be 100% by 4,000 word coursework.

Reading list

The reading list is available from the Library website

Last updated: 14/05/2019


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