Consumer Behaviour and Business-to-Business Marketing
MGT6102Y
3
0
6
Description
Unit 1: Major concepts underlying consumer behaviour, the decision-making process used by consumers, and marketing strategy development, 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.
