Understanding the Customer


To examine factors underlying consumer behaviour. To highlight the importance of consumer orientation to businesses in today's economy.


The aim of this module is to provide the student with an understanding of consumer behaviour and develop knowledge of the methods used for investigation of consumer preferences.

Learning Outcomes

By the end of this module the student should be able to:

1.  Identify the factors underpinning consumer behaviour and evaluate the nature and type of decisions undertaken by consumers.

2.  Demonstrate the practical implications of consumer behaviour theory in a marketing context.

3.  Design research tools to examine consumer preferences and behavioural tendencies.

Indicative Content

1 An introduction to the consumer orientated economy.

An introduction to the consumer orientated economy, the decision making process, influences on consumer behaviour, factors underlying consumer behaviour.

2 Approaches to consumer behaviour.

Approaches to consumer behaviour and consumer research.

3 Market segmentation.

Concepts of market segmentation and customer profiling.

Statement on Teaching, Learning and Assessment

Students will be engaged in the analysis of consumer behaviour patterns, individually and in groups, for at least 50% of their contact time, and that enquiry process will increasingly drive their independent access to the information they work with.

Teaching and Learning Work Loads

Total 200
Lecture 14
Tutorial/Seminar 14
Supervised Practical Activity 14
Unsupervised Practical Activity 0
Assessment 60
Independent 98

Guidance notes

Credit Value – The total value of SCQF credits for the module. 20 credits are the equivalent of 10 ECTS credits. A full-time student should normally register for 60 SCQF credits per semester.


We make every effort to ensure that the information on our website is accurate but it is possible that some changes may occur prior to the academic year of entry. The modules listed in this catalogue are offered subject to availability during academic year 2019/10 , and may be subject to change for future years.