Description
Introduction to Consumer Behavior
– Overview of the course objectives and structure
– Importance of understanding consumer behavior in marketing
– Historical perspectives and key concepts
The Consumer Decision-Making Process
– Stages of the consumer decision-making journey
– Problem recognition and information search
– Evaluation of alternatives and post-purchase behavior
Psychological Factors in Consumer Behavior
– Motivation and Maslow’s hierarchy of needs
– Perception, learning, and memory
– Attitudes and attitude change
Social and Cultural Influences
– Social groups and reference groups
– Family as a social unit
– Culture and subcultures: impact on consumer behavior
Individual Differences and Personality
– Personality traits and consumer behavior
– Lifestyle and psychographics
– Demographics and their role in segmentation
The Role of Perception and Learning
– Sensory perception and its impact on product design
– Classical and operant conditioning in consumer behavior
– Consumer information processing
Consumer Decision-Making in Marketing Contexts
– Brand perception and brand loyalty
– The influence of advertising and promotional strategies
– Online and offline consumer behavior differences
Ethical Considerations in Consumer Behavior
– Ethical issues in marketing and advertising
– Consumer rights and responsibilities
– Corporate social responsibility and its impact on consumer choices
