Coronavirus (Covid-19) Information

Module ASB-2116:
Consumer Behaviour

Module Facts

Run by Bangor Business School

20 Credits or 10 ECTS Credits

Semester 2

Organiser: Prof Louise Hassan

Overall aims and purpose

To explore why people buy things, and examine how products, services, and consumption activities contribute to shape people's lives. To understand theories, concepts, and models that help to explain consumer behaviour and why these are relevant to marketing practice.

Course content

The module will cover consumer decision-making including the use of decision rules. The module will focus on understanding the consumer as an individual, including topics such as learning, attitudes, identity, emotions, and personality. But the module will also concern group behaviour and the role of culture in shaping consumption. Finally, it is important to consider the impact of marketing activities on consumers' well-being.

Assessment Criteria


B- to B+ (60-69%): Very good performance Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills.


A- to A+ (70%+): Outstanding performance. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills.


D- to D+ (40-49%): No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives.

C- to C+

C- to C+ (50-59%): Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.

Learning outcomes

  1. Demonstrate an understanding of the effect of culture and the role of culture in shaping consumer behaviour.

  2. Assess and critique how businesses can gain insight into consumer behaviour by the application of theories, models and concepts.

  3. Appraise the linkages between different consumer behaviour theories, models, and concepts across topic areas.

  4. Apply different consumer behaviour theories, models, and concepts.

  5. Apply appropriate consumer behaviour concepts, models, and theories to develop a brand.

Assessment Methods

Type Name Description Weight
Class test 25
Branding report 75

Teaching and Learning Strategy

Practical classes and workshops

The main focus of the workshops will be on longer group-based exercises that will build on from lecture content and allow an in-depth and practical focus of theory in practice.


Interactive lectures with videos and short discussions.

One-to-one supervision

Opportunity to discuss questions and feedback with the lecturer in timetabled one-to-one slots. Drop-in sessions that are timetabled.

Private study

Reading the core textbook and preparing for assessments and workshops.


Transferable skills

  • Literacy - Proficiency in reading and writing through a variety of media
  • Self-Management - Able to work unsupervised in an efficient, punctual and structured manner. To examine the outcomes of tasks and events, and judge levels of quality and importance
  • Exploring - Able to investigate, research and consider alternatives
  • Information retrieval - Able to access different and multiple sources of information
  • Inter-personal - Able to question, actively listen, examine given answers and interact sensitevely with others
  • Critical analysis & Problem Solving - Able to deconstruct and analyse problems or complex situations. To find solutions to problems through analyses and exploration of all possibilities using appropriate methods, rescources and creativity.
  • Management - Able to utilise, coordinate and control resources (human, physical and/or financial)
  • Argument - Able to put forward, debate and justify an opinion or a course of action, with an individual or in a wider group setting
  • Self-awareness & Reflectivity - Having an awareness of your own strengths, weaknesses, aims and objectives. Able to regularly review, evaluate and reflect upon the performance of yourself and others

Subject specific skills

  • Problem solving and critical analysis: analysing facts and circumstances to determine the cause of a problem and identifying and selecting appropriate solutions.
  • Research: the ability to analyse and evaluate a range of business data, sources of information and appropriate methodologies, which includes the need for strong digital literacy, and to use that research for evidence-based decision-making.
  • Commercial acumen: based on an awareness of the key drivers for business success, causes of failure and the importance of providing customer satisfaction and building customer loyalty.
  • Innovation, creativity and enterprise: the ability to act entrepreneurially to generate, develop and communicate ideas, manage and exploit intellectual property, gain support, and deliver successful outcomes.
  • Articulating and effectively explaining information.
  • Communication and listening including the ability to produce clear, structured business communications in a variety of media.
  • Conceptual and critical thinking, analysis, synthesis and evaluation.
  • Self-management: a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time.
  • Self reflection: self-analysis and an awareness/sensitivity to diversity in terms of people and cultures. This includes a continuing appetite for development.


Pre- and Co-requisite Modules

Courses including this module

Compulsory in courses:

Optional in courses: