Buyer Behaviour - BUSN7380

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2021 to 2022
Spring Term 5 15 (7.5) Katie Casey checkmark-circle


This module introduces students to core concepts and theories about decision-making, behaviour and consumption, including individual and organisational perspectives. It is based around understanding how purchase and consumption decision is made and the influential factors affect decision-making process and subsequent behaviours. This module will include:

Introduction to Buying behaviour – Buyer, User, and Consumer
Decision Making Theories
Needs, Wants, Motivation and Involvement
Learning Theories and Perception
Attitude Theories and Consumption
Affect, Perceived Risk and Buying Behaviour
Social Influence
Segmentation, Targeting, and Positioning
Organizational Buying Behaviour


Contact hours

Total contact hours: 21
Private study hours: 129
Total study hours: 150

Method of assessment

13.1 Main assessment methods
Group Presentation (20%)
VLE Test - online (20%)
Examination, 2 hour (60%)

13.2 Reassessment methods
Reassessment Instrument: 100% examination.

Indicative reading

Recommended Text Books:
Evans, M.M., Foxall, G. and Jamal, A. (2009). Consumer Behaviour, 2nd Edition. London: Wiley. (ISBN: 978-0-470-99465-8)

Hutt, M.D. and Speh, T.W. (2013). B2B Marketing Management, 11th Edition, Independence, KY: South-Western Cengage Learning. (ISBN-13: 978-1-133-18956-5)

Schiffman, L. and Kanuk, L. (2011), Consumer Behaviour, 10th Edition, Harlow: Pearson. (ISBN: 0131869604)

See the library reading list for this module (Canterbury)

Learning outcomes

8. The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
8.1 demonstrate knowledge and understanding of the nature of consumer buying behaviour;
8.2 understand needs, wants, motivations, and effects on consumption behaviour;
8.3 understand the contributions that concepts (perception and attitude) and theories (attitude theories and learning theories) in psychology can make to modelling consumer behaviour;
8.4 demonstrate knowledge and understanding of the nature of organisational buying behaviour, including influential factors, types, and distinctive characteristics of organisational buying behaviour;
8.5 demonstrate understanding of how both consumers and organisations make purchasing decisions;
8.6 demonstrate critical awareness of the new tools and techniques for developing customer loyalty and generating customer insights.

9. The intended generic learning outcomes.
On successfully completing the module students will be able to:
9.1 demonstrate self-management skills
9.2 exercise personal responsibility and decision-making
9.3 work with others including people from different culture background
9.4 work in interdisciplinary areas
9.5 identify, analyse, and address both academic and practical problems
9.6 communicate effectively through oral and written presentations


  1. Credit level 5. Intermediate level module usually taken in Stage 2 of an undergraduate degree.
  2. ECTS credits are recognised throughout the EU and allow you to transfer credit easily from one university to another.
  3. The named convenor is the convenor for the current academic session.
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