Introduction:
Consumer Behaviour is the study of how individuals make decisions to spend their available resources on consumption related items. This course will provide students with a detailed framework of theories, concepts and models to analyse and understand consumer markets. The course provides an understanding for creating, facilitating, and maintaining market exchange process.
The course aims to give students in-depth knowledge and understanding of one of the most important aspects of Marketing, the consumer. As such it discusses the major concepts, activities and psychological processes involved in consumer behaviour theory, research findings and methodologies.
The key objective is to focus and build the necessary skills required to participate more effectively in marketing related activities. As such the unit provides a through understanding of the behaviour of people engaged in exchange process. This unit covers in depth both internal and external influences of consumption process. Consumer decision making provides a vital link between understanding of buyers and consumers and marketing management decision making.
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