Courses @ UNIRAZAK

This course develops in depth the basics of consumer behaviour introduced in Principles of Marketing. It is based upon the premise that the ultimate consumer is the key to success of any marketing effort and hence marketers need to know how and why consumers behave the way they do towards marketing-related stimuli. The course examines in detail the environmental influences, individual differences and psychological processes which influence the consumer decision processes and behaviour of consumers. Influences from reference groups, attitudes, information processing, learning, personality, lifestyle, family, social class, culture are addressed. Consumer trends are analysed and marketing strategy implications are considered.

• Explain the latest peculiar concepts, principles and theories of consumer behavior.
• Relate major marketing trends and changes that affect consumer behavior.
• Study consumers in their social and cultural setting.