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MKTG12-301: Consumer and Buyer Behaviour May 2018 [Standard]

General information

Marketing is about anticipating and satisfying buyers’ needs. Theories from psychology, sociology, economics and anthropology form the foundation of knowledge that enables marketeers to attract and please final consumers and organisational buyers alike.The aim of the buyer behaviour subject is to explore the processes that buyers use to learn about, choose, purchase, use, and evaluate goods and services.


Academic unit:Bond Business School
Subject code:MKTG12-301
Subject title:Consumer and Buyer Behaviour
Subject level:Undergraduate
Semester/Year:May 2018
Credit points:10

Delivery & attendance

Delivery mode:


Workload items:
  • Seminar: x12 (Total hours: 24) - Seminar 1
  • Seminar: x12 (Total hours: 24) - Seminar 2
  • Personal Study Hours: x12 (Total hours: 72) - Recommended study time & reviewing materials


Prescribed resources:
  • Barry J. Babin,Eric Harris (2018). CB8. Cengage
After enrolment, students can check the Books and Tools area in iLearn for the full Resource List.
[email protected] & Email:[email protected] is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student.

To access these services, log on to the Student Portal from the Bond University website as

Enrolment requirements

Requisites: ?


Restrictions: ?


Assurance of learning

Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.

At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.

Program Learning Outcomes (PLOs)

Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.

Find your program

Subject Learning Outcomes (SLOs)

On successful completion of this subject the learner will be able to:
  1. Students will develop and demonstrate critical thinking through an understanding of the individual, environmental and market-controlled factors that affect consumer behaviour. This involves the identification of a target group of customers, the analysis of the factors that affect the different stages of their decision-making processes, and understanding how customer analysis affects marketing strategy.
  2. Students will develop and demonstrate leadership, initiative and teamwork by working within a group.
  3. Students will demonstrate effective verbal and written communication skills through the completion of written assignments, exams and an oral presentation within the semester.


Assessment details

TypeTask%Timing*Outcomes assessed
Case Analysis Case Analysis: See iLearn for the details of the case analysis assignment. 10% Week 9 1, 3.
Presentation § Group Project Presentation: See iLearn for the details of the presentation. 10% Week 12 1, 2, 3.
Project § Group Project: See iLearn for the details of the group project. 20% Week 12 1, 2, 3.
Paper-based Examination (Closed) Final Examination: The final exam will include topics and material covered across the whole semester. 35% Final Examination Period 1, 3.
Paper-based Examination (Closed) Mid-semester Examination: The mid-semester exam will include all material covered in class up to and including Week 5. The mid semester exam will be held in class on the first class of week 6. 25% Week 6 (Mid-Semester Examination Period) 1, 3.
  • § Indicates group/teamwork-based assessment
  • * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
  • C = Students must reach a level of competency to successfully complete this assessment.

Assessment criteria

High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking.
Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas.
Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above.
Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment.
Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines.

Quality assurance

For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.

Study information

Submission procedures

Students must check the [email protected] subject site for detailed assessment information and submission procedures.

Policy on late submission and extensions

A late penalty will be applied to all overdue assessment tasks unless an extension is granted by the subject coordinator. The standard penalty will be 10% of marks awarded to that assessment per day late with no assessment to be accepted seven days after the due date. Where a student is granted an extension, the penalty of 10% per day late starts from the new due date.

Policy on plagiarism

University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.

Bond University utilises Originality Reporting software to inform academic integrity.

Feedback on assessment

Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.

Accessibility and Inclusion Support

If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.

Subject curriculum

Consumption and CB. The role of CB in business, society and for consumers. Approaches to studying CB. Trends in CB.

The consumer value framework. Types of value. Market segmentation, product differentiation and perceptual maps. Customer lifetime value.

Consumer perception process. Intentional and unintentional learning.

Multiple storage model of memory. Associative networks and consumer knowledge. Product and brand schemas.

Theories of motivation. Consumer emotions and value. Measuring emotions. Differences in emotional behaviour.

Personality and CB. Major traits examined in CB. Lifestyles, psychographics and demographics. Self-concept and self-congruency theory.

Components and functions of attitudes. Hierarchy of effects. Consumer attitude models. Attitude change theories and persuasion.

Reference groups. Types of social power. Types of group influence. Social media and CB. Household decision making and CB.

Culture, meaning and value. Core societal values. How is culture learned?

Microculture and CB. Major cultural tends. Major demographic trends.

Types of situational influence. Time and CB. Shopping activities. Atmospherics and servicescape. Antecedent conditions and CB.

Consumer decision making perspectives and approaches. Need recognition, internal search and consideration set. External search.

Value and alternative evaluation. Criteria used in evaluation of alternatives. Consumer decision rules.

Consumption, value and satisfaction. Theories of post consumption reactions. Disposal of refuse.

Complaining behavior. Positive and negative word of mouth. Switching behavior. Consumer loyalty.

Consumer misbehavior. Consumer problem behavior. Marketing ethics. Public criticisms of marketing. Corporate social responsibility.

Approved on: Mar 29, 2018. Edition: 3.3