Consumer Behaviour

Demonstrate an understanding of the theoretical concepts that underpin consumer behaviour to support further marketing study.

Discuss and evaluate the way in which consumers make buying decisions and the various factors, psychological and social, that influence the decision-making process.

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Utilize the available electronic databases in order to conduct a search of the available academic literature for a contemporary issue in consumer behavior.

Produce a critical review of a contemporary issue in consumer behavior.

Purpose of a critical review
The critical review is a writing task that asks you to summarise and evaluate a text. The critical review can be of a book, a chapter, or a journal article. Writing the critical review usually requires you to read the selected text in detail and to also read other related texts so that you can present a fair and reasonable evaluation of the selected text.

What is meant by critical?
At university, to be critical does not mean to criticise in a negative manner. Rather it requires you to question the information and opinions in a text and present your evaluation or judgement of the text. To do this well, you should attempt to understand the topic from different perspectives (i.e. read related texts) and in relation to the theories, approaches and frameworks in your course…….