Exam (elaborations) MKT824 CONSUMER BEHAVIOUR

Dr Mrs E.O Imouokhome (Course Writers /Developers) Department of Marketing Faculty of Management Sciences University of Ilorin C.I Okeke PhD, Mande Samaila PhD Eunice A. Adegbola, & Bilkisu Katagum Department of Entrepreneurial Studies Faculty of Management Sciences National Open University of Nigeria Dr R.A. Gbadeyan (Course Editor) Department of Marketing Faculty of Management Sciences University of Ilorin NATIONAL OPEN UNIVERSITY OF NIGERIA COURSE GUIDE MKT 303 COURSE GUIDE ii National Open University of Nigeria Headquarters University Village Plot 91, Cadastral Zone, Nnamdi Azikiwe Expressway Jabi, Abuja. Lagos Office 14/16 Ahmadu Bello Way Victoria Island Lagos. e-mail: URL: National Open University of Nigeria First Printed ISBN: All Rights Reserved Printed by …………….. For National Open University of Nigeria MKT 303 COURSE GUIDE iii CONTENTS PAGE Introduction iv What you will learn in this Course iv Course Aim iv Course Objectives v Study Materials v Study Units v Assignment v Tutor-Marked Assignment vi Final Examination and Grading vi Summary vi MKT 303 COURSE GUIDE iv INTRODUCTION MKT 303: Consumer Behaviour is a first semester course work of three credit units. It will be available to all students, taking the B.Sc. Marketing and all other related programmes in the Faculty of Management Sciences. This course material on Consumer Behaviour, MKT 303 is made up of 21 units (course guide inclusive) and it is divided into four modules. The course guide tells you what the course MKT 303 is all about, the materials you will require and how to make the best use of the materials to ensure desirable successful outcome. The course guide also tells you how to make good use of your time, the test questions in the Tutor-Marked Assignment (TMA). There will be tutorial classes for students and full details concerning the tutorial classes will be conveyed to you at the appropriate time. WHAT YOU WILL LEARN IN THIS COURSE The course outline is built on such areas as Consumer in Economic Theory, Psychology of Marketing, Purchasing Process and Current Status of Consumer Behaviour Research. It analyses Consumer Behaviour and tries to explain relevant issues in consumerism. The course also discusses the nature of communication in consumer behaviour and how it affects attitudes. To keep you abreast of current consumer behaviour, this course also covers current status of Consumer Behaviour Research. COURSE AIMS The aim of this course is to acquaint you with the behaviour and processes that consumers (individuals or groups) display in searching for, purchasing, using and evaluating and disposing of products and services that they expect will satisfy their needs. The course will also expose you on how individuals make decisions to spend their available resources (time, money, effort) on consumption related items. That includes what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, how often they use it, how they evaluate it after the purchase and the impact of such evaluation on future purchases. The aim will be achieved by:  Explaining the concept of Consumerism in Economic Theory  Identifying the factors that motivate consumers in their decision making  Analyzing the Psychology of Marketing  Explaining the nature of communication in consumer behaviour  Itemizing the purchasing process  Emphasizing the importance of problem recognition in psychology of marketing and purchasing process.