Consumer Behaviour
Consumer Behavior focuses on the importance of understanding consumer needs, motivations, and decision-making processes. The examination of consumer behaviour from a psychological and sociological perspective; consumer motivation, personality, psychographics and lifestyle research, culture, learning theory and attitude formation.
Topics covered
- Consumer Needs, Motivations, and Goals
- Consumer Perception
- Consumer Personalities
- Consumer Attitude Formation and Changes
- Individual Decision-Making
- Reference Groups and Word of Mouth
- Persuading through Messaging
- Influencing the Buying Process
- Creating Brand Loyalty
- Driving Innovation
- Cross-Cultural Variations
- Technology Effects
