module specification

MC5012 - Consumer Culture and Behaviour (2024/25)

Module specification Module approved to run in 2024/25
Module title Consumer Culture and Behaviour
Module level Intermediate (05)
Credit rating for module 30
School Guildhall School of Business and Law
Total study hours 300
210 hours Guided independent study
81 hours Scheduled learning & teaching activities
9 hours Assessment Preparation / Delivery
Assessment components
Type Weighting Qualifying mark Description
Coursework 0%   PISO initiative Reflective learning (PISO II) Formative Assessment 2,000 words
Coursework 30%   Individual Essay 2,500 words
In-Course Test 30%   In class test 1 Hour
Group Coursework 40%   Group report - Develop and conduct and execute a consumer research project 3,000 words
Running in 2024/25

(Please note that module timeslots are subject to change)
No instances running in the year

Module summary

Effective marketing management requires the ability to understand the needs, influences and predict how consumers will behave both online and off line and within a given market situation. The module examines the various determinants of e-consumer/consumer behaviour, in different contexts settings insight in to global consumer. This module introduces and examines the theories and influences of buyer behaviour and their application to managerial decision-making.   In addition, the module builds on an appreciation of the market research processes and methods used for researching and understanding consumer buyer behaviour within an integration of offline and on line digital channels. The module will deal with a range of theoretical, practical techniques in understanding and researching consumer consumption behaviour.
This module aims to develop a critical understanding of the importance of studying and understanding buyer behaviour in both cross cultural and national perspectives. The development of market research, their role, and its contribution to the marketing function. Thus enable and develop student’s technical skills and knowledge in applying market research methods

The module also aims to assist students in the acquisition of the following skills:
1. Digital literacy and IT skills
2. Researching & analysing
3. Inter-personal/Inter-cultural communication
4. Application of knowledge and presenting data
5. Critical thinking
6. Academic writing


Approaches to examining consumer & consumption, The postmodern consumer, Contemporary perspective on consumer behaviour – behavioural economics, experimental marketing , cultural theory

• Understanding reading  and interpreting  academic journal articles

The individual psychological processes and influence on consumer/ e-consumer and  decision  making & buying behaviour – motivation, Involvement, learning, memory, perception, attitudes, personality, lifestyles,  emotions, self-image and on line identity
Consumer domain – product acquisition, usage and ownership Consumer activism on line. LO1


Consumer behaviour across cultures –global consumer culture
• Culture & consumption -Consumption as a cultural process, social, symbolic and ideological aspects of consumption. Values & culture – dimensions of culture- High context, low context comparisons of mutidimensions  of culture
• The marketplace cultures: Norms, myths rituals, consumer tribes, e-brand communities and subcultures of consumers
• Social process - Relationships and the influence of others on buying behaviour – Group influences, social  networking, family buying
•  Ethical, and unethical consumer behaviour
• Decision making – The traditional decision making process, web based models, and multichannel buying models and the implications on consumer behaviour LO2


Research paradigms – Positivism, interpretivism.
• The research process – Defining a consumer research problem and developing a research approach.
• Ethical issues in consumer research.
• Data sources for consumer research - Primary and secondary.
• Consumer Research designs – descriptive, exploratory and causal.
•  Methodology & data collection
• Qualitative research approaches and techniques – Focus groups, interviews, observation, diary methods, projective techniques, ethnographic, Internet approaches for qualitative research.
• Quantitative research approaches and techniques- sampling, questionnaire design Survey, Internet surveys.
• Analysing data - Using statistical analysis and interpretative approaches & introduction to Software –SPSS Nvivo LO3

Balance of independent study and scheduled teaching activity

The module will be delivered over a 30-week period and consists of 1 hour’s lectures and 2 hours seminar each week.   The weekly lectures will focus on key theories, concepts models and frameworks of e-consumer, consumer culture, buyer behaviour and related market research principles and methods.

The seminar sessions will cover discussions, debates, cases, quizzes, questions and answer sessions to build on the contemporary issues covered in the lectures.  At least 4 seminars will require computer sessions on market research packages. The Seminar  serves to anchor knowledge imparted in the lectures and provides a forum for:
• A better understanding of lectures through small group discussions, case study/ journal article/problem solving analysis and interchange of questions and answers.
• Assist students in relating their knowledge to the marketing discipline and profession
• Applied understanding of technical skills required for carrying out consumer research in order to assist in employability skills for future careers in marketing.

Additionally this will be used to assist students in future dissertation studies. Students will need to consider this aspect of the module as part of their personal development.
The facilities of Web Learn will be used as part of a blended learning approach and will be central to the delivery of module handbook, case studies, journal articles, and external web links learning. In particular students will be encouraged to use the leading portals covering market research developments which contain live up to date information and white papers on the subject.

As part of the PISO initiative Reflective, learning (PISO II) is incorporated into the module. Students are advised to keep a journal of experiences and personal development to analyse and reflect on the effectiveness of their learning. This is facilitated in the first formative assessment in week 4 and feedback in week 5. This will assist students in the subsequent assessment in week 10.

For the Individual & assessments, students will be given an opportunity and be required to show draft work/progress to their tutors for comments and feedback during seminars 2 weeks prior to the deadline. Generic feedback will also be provided in class, seminars one week post submission. Students will receive written feedback and grades within 14 working days of submission. An in class test will take place in week18. Feedback will be 2 weeks post submission. For the group research report students will be given the opportunity to work in the group work in the seminar period to assist on group meetings and to facilitate guidance and advice. Formal feedback & grades will be made available to students 14 working days post submission and or via web learn. Weekly drop-in surgeries will be provided on campus by the tutor in office hours.

Learning outcomes

On completing the module students will be able to:

1. Critically discuss individual psychological processes and the role and impact on consumers buying behaviour  LO1
2. Discuss and examine the influential factors affecting cross cultural consumer decision making, social group and ethical factors affecting the decision making process and buyer behaviour  LO2
3. Design & construct  a market research report with the use of both primary and secondary data and be proficient in the use of various analytical techniques (statistical and interpretive ) in evaluating the data  LO3


Core  text Books
Solomon M (2018 )Consumer Behaviour Buying Having being  Global Edition Pearson Education
Malhotra N.  (2015) Essentials of Marketing Research, Global Edition Pearson Education

Additional  supporting helpful reading
Schiffman L. Wisenblit J. (2018) Consumer Behaviour, 12/E Pearson
Szmign I. Piacentini M. (2018) Consumer Behvaiour  2nd Edition  Oxford Press
Burns A. Bush R. (2017) Marketing Research, Global Edition, 8/E Pearson
Malhotra N. Birks, D.Nuna D. (2017) Marketing Research: An applied approach, 5/E
Marieke de mooij (2004) Consumer behaviour & culture consequences for global marketing & advertising  Sage
Sethna Z & Blythe J (2016 )  Consumer behaviour 3rd Edition  Sage publications
Hoyer W. Deborah J. MacInnis  D. Pieters R.  (2017) Consumer Behavior 7Th Edition Cengage Learning
Evans M.  Foxall  G, Ahmad Jamal A. ( 2009) Consumer Behaviour , 2nd Edition  Wiley
Blythe  J. (2013 )Consumer Behaviour: Sage Publications
Close A. (2012) Online Consumer Behavior Theory and Research in Social Media, Advertising and E-tail Taylor & Francis Ltd  Routledge Academic London UK e book
Field A. ( 2012) Discovering Statistics using IBM SPSS Statistics SAGE Publications Ltd  ebook
Malhotra, N. SPSS (2010) Marketing Research: An Applied Orientation: Global Edition, 6/E Pearson Higher Education
Bazeley  P. Kristi Jackson K. (2013 )Qualitative Data Analysis with NVivo Sage publication ebook
Belk R., Llamas R. (2013) The Routledge Companion to Digital Consumption Routledge ebook
Slater, D. (1997) Consumer culture and modernity, Oxford: Polity
Ruvio A., and Belk R.(2012)The Routledge Companion to Identity and Consumption Routledge  ebook
Glesne, C. (2011). Becoming qualitative researchers: An introduction  International  4th Edition Pearson Education
Alvin, C Burns, A. Bush R. (2012) Basic Marketing Research with Excel: International Version, 3/E Pearson Higher Education
Pallant J.(2013) SPSS Survival Manual: A Step by Step Guide to Data Analysis Using IBM Spss Spiral-bound
De Pelsmacker, P. Kenhove, P. Janssens,  W. Wijnen K. (2008) Marketing Research with SPSS Pearson
McGivern,  Y. (2013)  The Practice of Market Research: An Introduction, 4/E  Pearson
Silver L . Stevens R.  Wrenn B., Loudon D. (2013) The Essentials of Marketing Research
Wilson A. (2012) Marketing Research: An Integrated Approach, 3/E  Financial Times Press
Hair J.  Wolfinbarger M., Robert Bush R., Ortinau D. (2012) Essentials of Marketing Research McGraw-Hill

Journal of Consumer Behaviour  
Psychology and Marketing
Journal of Consumer Psychology
Advances in Consumer Research 
International Review of Retail, Distribution and Consumer Research
Journal of Consumer Research  
Journal of Retailing and Consumer Services
The Journal of Database Marketing and Customer Strategy Management
Journal of Targeting, Measurement and Analysis for marketing
International Journal of Research in Marketing
Journal of Marketing Research
Journal of Consumer Studies and Home economics
International Journal of Consumer Studies
Journal of Interactive Marketing
International Journal of Mobile Marketing
Journal of Direct, Data and Digital Marketing Practice
International Journal of Electronic Commerce
Journal of Mobile Communications
Journal of Business Research
Journal of Marketing Communications
Journal of Product & Brand Management,

Leading portals covering  marketing research developments
The Market Research Society
European Society for opinion and Market Research  ESOMAR -
British Market Research Association
The Association for Qualitative Research
Market Research World
emarketer -
Smartinsights -
Clickz -
imediaconnection -
Interactive Advertising Bureau -
Direct Marketing Association