This module presents the major concepts underlying consumer behaviour, the decision-making process used by consumers, and marketing strategy development. Topics covered will include: Affect and Cognition; Product knowledge and Involvement; Attention and Comprehension; Attitudes and Intentions; Consumer decision making; Conditioning and Learning Processes; Cross-cultural influences in Marketing; Subculture and Social Class; Reference groups and Family; Family decision making; Market Segmentation and Product Positioning.
