Buyer Decision Making - CB9065

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2020 to 2021
(version 2)
Autumn 7 15 (7.5) DR K Casey checkmark-circle


Buyer Decision Making has its theoretical underpinning in a number of disciplines emanating from the social sciences, psychology and also economics. We will explore how complex the decision making process can be, how we learn, and what factors influence behaviour, such as situational, personal, societal, cultural and psychological. We will examine individual versus group/organization decision making.

Topics are:
- Introduction to Buying behaviour
- Decision Making Theories
- Motivation and Involvement
- Learning Theories and Perception
- Attitude Theories and Consumption
- Segmentation, Targeting, and Positioning
- Organizational Buying Behaviour
- Impression Management
- Affect, Perceived Risk and Buying Behaviour


This module appears in the following module collections.

Contact hours

Total contact hours: 24
Private study hours: 126
Total study hours: 150

Method of assessment

Main assessment methods
Individual report (3000 words) (60%)
Group Presentation (40%).

Reassessment methods
100% coursework.

Indicative reading

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

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

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

See the library reading list for this module (Canterbury)

Learning outcomes

The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate knowledge and understanding of the nature of consumer buying behaviour.
- Gain knowledge and understanding of the nature of organisational buying behaviour.
- Understand the contributions that concepts in psychology can make to modelling consumer behaviour and organisational buying behaviour.
- Build an understanding of how both consumers and organisations make purchasing decisions. This is achieved by exploring both the theoretical and practical implications of macro influences such as culture, social class and micro influences such as motivation, learning, perception and attitudes.
- Demonstrate critical awareness of the importance of customer relationship and the new tools and techniques for developing customer loyalty and generating customer insights.

The intended generic learning outcomes.
On successfully completing the module students will be able to:
- self–manage;
- work with other people from different cultural background;
- work in interdisciplinary areas;
- search, select and screen information;
- identify, critically analyse, and address both academic and practical problems;
- communicate effectively through oral and written presentations.


  1. Credit level 7. Undergraduate or postgraduate masters level module.
  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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