BUS4071S
- Elective
Welcome
This course will deal with 4 aspects of consumer behaviour:
1. The nature of consumer behaviour
2. The consumer as an individual
Consumer perceptions and learning; consumer motivation; personality
and consumer choice
3. Group consumer behaviour
Groups influences; social influences, cultures and sub-cultures;
family and consumer socialisation
4. Strategic applications of consumer behaviour
The diffusion and adoption of new products; branding and
packaging; behavioural concepts for pricing; interpersonal
communication; consumer behaviour and public policy.
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