Consumer BehaviourModule Details

The course will provide students with the necessary skills to master the concept and appreciate the importance of Consumer Behavior. It will facilitate the acquisition of a historical perspective on Consumer Behavior Evolution and the study of the Consumer Decision Processes. The students will understand the factors and forces affecting Consumer Behavior and will be equipped with all the necessary skills to segment, analyse and comprehend consumer segments and their behavior. Additionally, the students will critically examine and evaluate consumer Needs, Beliefs, Attitudes and Intentions.

At the end of the course students will be expected to:

1) Analyse consumer behaviour and describe and prescribe it by using individual and environmental factors’ profile of the individual consumer or segment.

2) Use consumer behavior analysis towards practical market segmentation and effective consequent targeting.

3) Apply consumer behavior analysis towards understanding the ‘wants’ and underlying ‘needs’ of targeted customers.

4) Utilize consumer behavior knowledge within the wider marketing planning process such as the development of the marketing mix.

5) Analyse the behavior of consumers in a fragmented fashion and in relation to the seven-step consumer decision process (need recognition, information search, alternatives evaluation, purchase, consumption, post consumption evaluation, divestment).

6) Place and appreciate the role and importance of consumer behavior analysis, not only in the business context, but also in the wider social, cultural and economic ones.