MKT3020

Consumer Behaviour

Faculty
Prof. Durairaj Maheswaran

Course Description
This course is designed to focus on the behavioural concepts and theories that have been found useful for understanding consumer behaviour and their potential applications in the development of marketing strategy. Concepts and theories in the social sciences, particularly social psychology, cognitive psychology, sociology and cultural anthropology will be emphasized throughout this course with special reference to selected consumer topics. These topics include attitude formation and change, information processing, learning, group influences, choice behaviour and cross-cultural consumer behaviour. Prerequisite: MKT2010.