Consumer Behavior

This course explores the psychological, social, and cultural factors that influence consumer purchasing decisions. This course provides a deep understanding of how consumers think, feel, and behave, and how these behaviors affect the marketing strategies of organizations. Topics include perception, motivation, attitude formation, decision-making processes, and the impact of social influences such as family, culture, and reference groups on consumer behavior. Students will learn how to apply behavioral theories and research findings to develop marketing strategies that effectively reach and engage consumers.

Upon successful completion of this course, students will be able to:

• Understanding Consumer Decision-Making: Students will gain a thorough understanding of the stages in the consumer decision-making process and the psychological factors, such as perception, learning, and motivation, that influence buying behavior.
• Impact of Social and Cultural Factors: Learn how social, cultural, and environmental factors, including family, peer groups, and cultural norms, shape consumer preferences and behaviors, and how marketers can use this knowledge to influence their strategies.
• Application of Behavioral Theories: Develop the ability to apply key behavioral theories and models, such as Maslow’s hierarchy of needs and the theory of planned behavior, to analyze consumer behavior and inform marketing strategies.
• Consumer Research and Insights: Gain skills in conducting consumer research, including the use of qualitative and quantitative methods, to gather insights about consumer preferences, attitudes, and behaviors that can be used to develop effective marketing campaigns.

These outcomes aim to prepare students for careers in marketing and consumer research by equipping them with the knowledge and tools to understand consumer behavior and apply insights to influence marketing decisions and drive business success.