Consumer Behaviour | bilgiMBA

This course aims at explaining why there is a need to study consumer behavior as a separate marketing discipline and providing students with a conceptual framework that will both enhance understanding of consumer behavior principles and permit practical application of these principles. Upon completion of this course, students will know about the impact of motivation on individual behavior and identify the process and importance of learning in consumer attitudes. Understanding the impact of individual personality characteristics on consumer behavior and developing an understanding of the opinion leadership process as well as the consumer decision-making process are other topics that will be treated during this course.