Consumer Behaviour | e-MBA

This course aims to explain to students why there is a need to study consumer behaviour as a separate marketing discipline and to provide them with a conceptual framework that will both enhance their understanding of consumer behavior principles and permit practical application of these principles to real-life situations. Upon completion of this course, students will know about the different internal and external factors that affect individuals with regard to their consumption processes. More specifically, perception, learning, motivation, personality and attitudes are the topics to be covered in the case of the internal factors. External factors to be covered include groups, family, social class and culture. Additionally, by the end of the course students will have an idea about the various steps in the consumer’s decision-making process.