Course Syllabus: Consumer Behavior
Course Description: This course is designed to impart the fundamental principles of shopping, buying, and consumer behavior, focusing particularly on the distinct stages within the Consumer Decision Buying Process. It integrates insights from various disciplines, including psychology, economics, sociology, anthropology, and demography, to comprehensively explore the reasons behind, as well as the how, what, when, and where of consumer purchasing decisions. Additionally, the course entails the identification of market groups such as Baby Boomers, Generation Xers, Generation Yers, employing both quantitative and qualitative segmentation analysis.
A thorough examination of factors like motivation, emotions, beliefs, feelings, personality, values, and attitudes in relation to the buying process is central to the course. Furthermore, it delves into the analysis of cultural, subcultural, household, family, social class, and reference group influences concerning buying habits and consumer preferences.
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