Business Administration

In Consumer Behaviour, we will try to answer the following questions: why do we make the choices we do? What motivates our choices? Who helps us make our decisions? How do we satisfy our needs? In trying to understand our own choices, we will have a better understanding of consumer behaviour in general. We will look at the elements that affect and often determine our choices. We will also look at how individuals and groups make decisions, and how we, as marketers, can influence these decisions.

Students will be exposed to the theories and techniques developed by marketers to explain why consumers behave the way they do.  In this advanced marketing course students will convert theory into practice by conducting observational research as well as consumer experiments. At the end of the semester, student will be capable of identifying the key influencing factors in decision-making (purchase state, culture, opinion leaders, personality, lifestyle, internal motivations, etc.) and therefore improve their ability to formulate an effective marketing strategy.