Welcome to our Undergraduate Programme in Introduction to Consumer Behavior, a captivating journey into the fascinating world of human decision-making and purchasing habits. In this course, we delve into the intricate psychological, sociological, and economic factors that influence consumer choices and behaviors. Let's explore the key modules that make up this enriching programme:
1. Foundations of Consumer Behavior:
In this introductory module, we lay the groundwork by examining the fundamental principles of consumer behavior. You'll gain insights into key concepts such as needs, wants, motivations, and the decision-making process. Understanding these foundational elements is crucial for comprehending consumer behavior dynamics.
2. Psychological Influences on Consumer Behavior:
Delve into the psychological factors that shape consumer decisions, including perception, learning, memory, and attitudes. Explore how emotions, cognition, and social influences impact consumer choices, and how marketers leverage these insights to influence consumer behavior.
3. Social and Cultural Influences:
Uncover the impact of social and cultural factors on consumer behavior, including family, reference groups, culture, and subculture. You'll explore how social norms, values, and cultural symbols shape consumer preferences and purchasing patterns in diverse contexts.
4. Consumer Decision-Making Models:
Examine various models and frameworks used to understand consumer decision-making processes. From the traditional rational model to newer perspectives like the bounded rationality and heuristic models, you'll gain a comprehensive understanding of how consumers evaluate alternatives and make choices.
5. Market Segmentation and Targeting:
Learn about market segmentation strategies and how marketers identify and target specific consumer segments based on demographics, psychographics, and behavior. Explore case studies and real-world examples to understand effective segmentation practices in different industries.
6. Consumer Research and Analytics:
Discover the tools and techniques used to conduct consumer research and analyze consumer data. From surveys and focus groups to data analytics and predictive modeling, you'll learn how marketers gather insights into consumer preferences, behaviors, and trends.
Throughout the programme, you'll have the opportunity to assess your understanding of the material through quiz-based assessments. These assessments are designed to reinforce key concepts and help you apply your knowledge to real-world scenarios.
By enrolling in our Undergraduate Programme in Introduction to Consumer Behavior, you'll gain valuable insights into the forces driving consumer choices and behaviors. Whether you're interested in marketing, psychology, sociology, or business, this course offers a comprehensive exploration of the fascinating field of consumer behavior. Join us and unlock the secrets behind why we buy what we buy!