University of Reading

MSc Consumer Behaviour

The MSc in Consumer Behaviour is designed to help students understand how individuals and groups make decisions related to buying and using products or services. The program covers key theories and methods used to analyze consumer actions, including psychological, social, and cultural influences. It aims to equip students with practical skills in research, data analysis, and interpretation, so they can evaluate consumer preferences and behavior patterns effectively. The curriculum also emphasizes real-world applications, preparing students to work in marketing, market research, and consulting roles by developing insights that shape consumer-focused strategies.

Throughout the course, students are encouraged to critically examine the factors that influence consumer choices and how businesses can respond to these insights. The program balances theoretical understanding with applied learning, often involving hands-on projects and case studies. It also explores contemporary issues such as digital influence, sustainability, and global market trends, ensuring students stay current with industry developments. By the end of the program, students should be able to analyze consumer data confidently and contribute to strategic decision-making processes within organizations. The course is suitable for those looking to deepen their understanding of consumer psychology and develop practical skills for careers in industries where consumer insight plays a vital role.