Consumer Behavior

Catalog description

Study of activities related to both purchasing and consuming of goods and services together with behavioral and decision processes tied to such activities. Cognitive, affective, and behavioral factors, such as attitude, cognition, perception, learning, motivation, personality and shopping patterns are assessed in terms of their effects, e.g., on consumer relationships, brand preferences, product life-cycle, market posture and competitive advantage. Global thinking is emphasized together with understanding of cultural differences, ethical issues, cost-benefit analysis and marketing efficiency.