Consumer Behaviour

Learning Outcomes

On successful completion of this Course, students will be able to: Be able to understand, analyses, evaluate and sinthesize current knowledge of theory and practice in consumer behavior based on the state of the art knowledge on self-identity, social identification and self-concept research; Be able to develop abilities to apply consumer behavior concepts to marketing problems that are likely to involve consumer consumption and identity implications; To learn analytic tools (e.g., observation, identity measurement and segmentation, laboratory experimentation) that can be used to investigate consumer behavior and guide managerial decision-making.

Topics

1. Consumer Decision making
2. Consumer in managing wealth
3. Consumer assessment toward pricing
4. Consumer regulatory system
5. Consumer assessment of branding strategy
6. Consumer as individual