CONSUMER INSIGHTS: BEHAVIOURAL FUNDAMENTALS (4 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to:

1. Explain the wants and needs of different consumer segments
2. Classify the suitable product value that is suitable with market and business environment
3. Analyze Analyse market, risk, and competitor aspects for business sustainability

Topics:

1. Introduction to Consumer Behavior
2. Consumer Well-Being
3. Perception
4. Learning and Memory
5. Motivation and Affect
6. The Self: Mind, Gender, and Body
7. Personality, Lifestyles, and Values
8. Attitudes and Persuasive Communications
9. Buying, Using, and Disposing
10. Group Influences and Social Media
11. Culture, Income and Social Class
12. Consumer Analytics
13. Decision Making