Any market has a huge diversity. Apart from individual differences (demographics) and a variety of psychological make-ups, consumers are subjected to many social and cultural influences. Every marketer tries to know how consumers behave before, during and after purchasing any item. This course takes a multi-disciplinary approach to the discussion of consumer behaviour theory and applications, and includes the latest trends and demographic data for profiling European consumers.
Classes will be structured around formal lectures, group presentations, and class discussions.
Subjects covered in class will be :
- review of fundamental marketing terms and concepts
- introduction to the study of consumer behaviour
- role of consumer research, and research methodology
- intrinsic foundations of behaviour formation: personality, motivation, learning,
perception & attitudes
- external influences on behaviour: family, reference groups, social class, culture
- influence of culture: subculture, cross cultural intermingling
- consumer decision-making process: the science of shopping
- role of technology in shaping consumer responses: E-commerce
Consumer Behavior: A European Perspective, Solomon el al, Pearson, 3e Ed, 2007
class participation 20%; project & presentation 40%; final examination 40%