This module takes a global perspective by recognizing factors that build and effects consumer behaviour. Topics, such as, internal influence on consumer behaviour will be explored in detail with a specific focus on learning and memory, motives, personality, emotions, and attitudes. Furthermore, decision making process in diverse situations will be emphasized. The stages in consumer decision-making, situational effects on behaviour, buying and disposing, post-purchase satisfaction and behaviour will be explored. The reflection of how consumer decisions are been influenced by family influences, word of mouth, social circles, and by society will be focused. There will be an emphasis on how customer attention could be achieved by knowing consumer behaviour. Differences between in-store and online behaviours of consumers will be highlighted. A much-needed discussion on sustainability will be emphasized to understand how we could transform our casual consumers into more responsible consumer to achieve sustainability in today’s business world.
Level & Credits
The Consumer Behaviour summer programme is for Bachelor or Master students.
Each module is worth 6 ECTS for 27 contact hours.