Participants will get an understanding of the concepts upon which the discipline of consumer behaviour is based and understand how consumers make decisions about products. Participants will be able to appreciate the needs and motivations of consumers as well as the social and cultural dimensions of consumer behaviour.

On successful completion of this course, participants should be able to:

• Discuss the legal and ethical issues that impact on consumer behaviour
• Conduct a segmentation research study
• Develop a basic market segmentation strategy
• Conduct a psychographic inventory
• Assess the factors influencing consumer involvement level
• Evaluate the implications of learning and forgetting on marketing
• Develop a strategy for changing consumer attitudes, beliefs and behaviours
• Evaluate how groups influence consumer behaviour
• Distinguish between the two types of dyadic exchanges
• Assess the types of purchase roles that exist within families
• Differentiate between organization buying and consumer buying
• Evaluate how membership in a particular social class impacts on consumer behaviour
• Evaluate how subcultures influence consumer behaviour
• Assess the factors that influence the formation of post-acquisition satisfaction and dissatisfaction
• Formulate strategies that companies can take to help ensure post-acquisition satisfaction
• Analyze how consumer behaviour in other countries impacts on international marketing