Consumer Behaviour

Consumer BehaviorHours: 3 0 3

Consumer Behavior (CB) is a course designed to enhance students understanding of how and why consumers purchase (or do not purchase) goods and services. It will combine both the theoretical concepts of consumer behavior and its application for marketing strategies related to private, public and non-profit sections. At the conceptual level, it will seek to present an integrated framework around which major areas of consumer behavior can be understood and applied. This course will explore and identify market identities and various sources of influence with the way consumers think and learn from market related information. The knowledge and understanding gained from this course can be utilized in the market place to make rational decisions to satisfy consumer needs and wants and remain loyal to products. Specific topics to be covered include: cognition process, consumer motivation, emotions; consumer cultural theories; consumption, meaning and identities; and role of market and consumer ideologies.

Pre-requisites: NoneCo-requisites: None

Hours: XYZ where X = Lecture, Y = Lab, Z = Credit
All hours are per week.
3 Lab hours constitute 1 credit hour
1 credit hour implies 1 lecture of 50mins per academic week. 16 weeks in total.
Pre-Requisite courses are courses required to be completed before this course may be taken
Co-Requisite courses are courses required to be taken along with this course

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