Consumer Behaviour 5 credits

Modern consumers make countless purchasing decisions daily, yet the forces driving these choices remain complex and often misunderstood by marketers. As globalisation connects diverse markets and digital platforms reshape shopping behaviors, you need sophisticated insights into what motivates people to buy, recommend, or reject products and services. Understanding consumer psychology is the foundation for creating marketing strategies that genuinely connect with audiences across cultural boundaries. During the course, you will explore the psychological, social, and cultural mechanisms that drive consumer decision-making, from initial problem recognition through post-purchase behavior. The course covers motivation and perception theory, attitude formation, the role of reference groups and cultural values, and how identity shapes purchasing patterns. You will examine both qualitative and quantitative research methods used to understand consumer insights, while addressing ethical considerations including vulnerable consumer protection, sustainability concerns, and data privacy in marketing research. After completing this course, you will confidently analyze real-world marketing challenges through a consumer behavior lens and critically evaluate marketing practices from the customer's perspective. You will design value propositions that resonate with diverse international audiences and make evidence-based marketing recommendations grounded in behavioral theory. Most importantly, you will approach marketing decisions with greater responsibility, understanding how your strategies affect different consumer segments and communities.