University of Technology Sydney

24710 Buyer Behaviour

Warning: The information on this page is indicative. The subject outline for a particular session, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject handbook information prior to 2023 is available in the Archives.

UTS: Business: Marketing
Credit points: 6 cp

Subject level:


Result type: Grade and marks

There are course requisites for this subject. See access conditions.
Anti-requisite(s): 240710 Digital Consumer Behaviour


This subject focuses on the issues relating to the understanding of customer behavior and on the application of such understanding to marketing practice. Topics include: individual determinants such as perception, learning and memory, motivation, personality and attitudes, as well as environmental influences such as culture and cross-cultural issues, social influences, social class, and situational influences, and the decision-making process.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:
1. examine the theoretical foundations of buyer behaviour and buyer experiences
2. apply buyer behaviour theories, frameworks and concepts to managerial marketing decision contexts
3. work effectively in teams to develop interpersonal, leadership and communication skills
4. communicate effectively the findings of the group work components
5. consider social responsibility and cultural awareness in the context of buyer behaviour

Contribution to the development of graduate attributes

Effective marketing builds on an in-depth understanding of how buyers behave and what they experience. This subject develops advanced knowledge and practical competencies to link theories of buyer behaviour to marketing decision-making. It provides hands-on approaches that allow marketers make informed decisions about the design and implementation of marketing strategies that are influenced by and, in turn, affect buyer behaviour and experiences.

This subject contributes to the development of the following graduate attribute(s):

  • Communication and collaboration
  • Social responsibility and cultural awareness

This is achieved through the completion of a major project and case problem analysis.

This subject also contributes specifically to develop the following Program Learning Objective(s) for the Master of Marketing:

  • Use high-quality written and verbal communication skills to collaborate effectively with others to work towards a common outcome (2.1)
  • Assess knowledge of diverse cultural backgrounds, such as integrating Indigenous business perspectives, to produce socially responsible business decisions in marketing practice (3.1)

Teaching and learning strategies

The subject is based on dynamic and interactive three hour sessions, involving critical debate, in-depth case discussions, in-class exercises and student presentations. Students are expected to access materials (textbook and other readings, videos and/or case studies) provided online prior to the seminars and to complete any set activities. Students are expected to review the readings as well as online materials and to be able to discuss the material with other students during the course of the seminar. Seminars will include time where students will work together in student-led discussion of the exercise and/or case with the provision of tutor and peer feedback. The class will receive weekly feedback from both peers and instructors.

The Project is structured around real marketing problems that the students, working in small groups, are expected to solve. These classes will be supplemented with both printed and electronic learning materials and resources. The learning management system will be used to share information and encourage interaction between staff and students.

An aim of this subject is to help you develop academic and professional language and communication skills in order to succeed at university and in the workplace. To determine your current academic language proficiency, you are required to complete an online language screening task, OPELA (information available at [or a written diagnostic task]. If you receive a Basic grade for OPELA [or the written diagnostic task], you must attend additional Language Development Tutorials (each week from week [3/4] to week [11/12] in order to pass the subject. These tutorials are designed to support you to develop your language and communication skills. Students who do not complete the OPELA and/or do not attend 80% of the Language Development Tutorials will receive a Fail X [W] grade.

Content (topics)

1. Individual determinants of customer behaviour
2. Environmental influences on customer behaviour
3. Marketing practice and customer behaviour
4. Customer decision-making


Assessment task 1: In-class activity (Individual)*


This addresses subject learning objective(s):

1 and 2

Weight: 20%

60 minutes


*Note: Late submission of the assessment task will not be marked and awarded a mark of zero.

Students who do not attend the in-class activity may have the weighting of that assessment added to the final examination CONDITIONAL on the students submitting, receiving approval and complying with the requirements of special consideration in accordance with UTS rules. If the composite mark for the final exam then totals more than 50% and the student is in the final subject of their degree, the UTS rules on borderline result (range of 45-49) shall apply whereby students will be allowed to undertake a supplementary final examination. Where a student completes and passes a supplementary examination, the maximum mark awarded for the subject will be 50 Pass. Students who miss the final exam are required, within 2 working days of the exam date, to email the coordinator and also to submit a special consideration application.

To apply for special consideration see for details.

Assessment task 2: Project (Group and Individual)


This addresses subject learning objective(s):

1, 2, 3, 4 and 5

Weight: 40%
  • The ability to choose relevant theories and models to apply to the real-world business
  • The ability to explain real-world business cases using the chosen buyer behavior theories and models
  • Demonstration of teamwork efficiency and ethics observed in the classroom discussions, group presentations, group report division of works, and peer evaluation
  • Ability to identify cultural awareness and social responsibility issues in buyer behaviour.
  • Depth of integration of cultural and social issues within report recommendations

Assessment task 3: Final Exam (Individual)


This addresses subject learning objective(s):

1 and 2

Weight: 40%

Minimum requirements

Students must achieve at least 50% of the subject’s total marks.

It is a requirement of this subject that all students complete OPELA [or a written diagnostic task]. Students who receive a Basic grade in the OPELA [or the written diagnostic task] are required to attend 80% of the Language Development Tutorials in order to pass the subject. Students who do not complete the OPELA and/or do not attend 80% of the Language Development Tutorials will receive a Fail X [W] grade.

Required texts

Solomon, Michael R. (2020). Consumer Behaviour: Buying, Having, and Being, Global Edition, 13th ed, Pearson.

Recommended texts

Guide to Writing Assignments, Faculty of Business, UTS. This is available at .


  • Hoyer, Wayne D., MacInnis, Deborah J., Pieters, Rik, Chan, Eugene, Northey, Gavin (2017). Consumer Behaviour: Asia-Pacif Edition, Cengage Learning Australia.
  • Quester, Pettigrew, Kopanidis, Rao Hill (2014). Consumer Behaviour: Implications for Marketing Strategy, 7th ed, McGraw-Hill Australia, Sydney.
  • Schiffman, O'Cass, Paladino, Carlson (2014). Consumer Behaviour, 6th ed, Pearson Australia.
  • Mackay, Hugh (2010) What makes us Tick? The ten desires that drive us. Hachette, Sydney.

Other resources

Websites for general information and current developments on psychology and consumer research

Academic journals (it is highly recommended that these journals, or equivalent others, are used in preparation of your group analyses; failure to use academic literature implies failing this assessment criterion)

  • Journal of Consumer Research
  • Journal of Marketing
  • Journal of Marketing Research
  • Journal of Consumer Psychology
  • Journal of Interactive Marketing
  • Journal of Retailing
  • Journal of Advertising
  • Journal of Advertising Research
  • Journal of Current Issues and Research in Advertising
  • Journal of Services Research
  • Journal of Personality and Social Psychology
  • Journal of Experimental Psychology
  • Journal of Behavioral Decision Making
  • Marketing Letters
  • Journal of Applied Psychology
  • Psychology and Marketing
  • Marketing Science
  • European Journal of Marketing
  • Management Science
  • International Journal of Research in Marketing
  • Organizational Behavior and Human Decision Processes
  • Qualitative Market Research: an International Journal
  • Harvard Business Review
  • American Sociologist
  • Psychological Review
  • Psychological Science
  • American Psychologist
  • International Journal of Psychology

It is highly recommended the use of the PsycInfo, Proquest, and/or Business Source Complete databases from the library. Please enquire at the library if you have any questions on how to access these sources.