Consumer Behaviour

Understanding consumer behavior is used by today\\\'s marketing executives to design strategic marketing programs and the successful design and promote products and services. Studies and the consumer is analyzed as \\\\\\\\\\\\\\\'decision maker\\\\\\\\\\\\\\\'. Emphasis is placed on the strategic implications of psychological and social effects received by the consumer during the decision making process. The sections are examined in this course include: decision making, information processing, perception, commitment to brand, mixing the product, measuring and changing attitudes, interpersonal influences on consumer behavior, buying behavior and choice store, and finally market segmentation applications, placement and promotion products.

Objectives

Upon successful completion of this course the student will be able to: 1. understands the importance of consumer behavior analysis for an enterprise, 2. understands detects and provides consumer behavior from various indications and exploiting knowledge from different disciplines, 3. be able to apply appropriate modern methods and techniques for conducting research into the identification of those factors that influence consumer behavior in all types of businesses, 4. knows what needs meet a specific market and what is affected.

Prerequisites

No prerequisite course

Syllabus

Understanding consumer behavior is used by today\\\'s marketing executives to design strategic marketing programs and the successful design and promote products and services. Studies and the consumer is analyzed as \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\'decision maker\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\'. Emphasis is placed on the strategic implications of psychological and social effects received by the consumer during the decision making process. The sections are examined in this course include: decision making, information processing, perception, commitment to brand, mixing the product, measuring and changing attitudes, interpersonal influences on consumer behavior, buying behavior and choice store, and finally market segmentation applications, placement and promotion products.