This course on Consumer Behaviour discusses key concepts required to understand how and why consumers behave the way they do. In this unit student will learn: theories pertaining to consumer behavior; how to apply these theories to benefit you as a marketer and consumer; the paradigms of consumer behavior; the psychology of a consumer; how consumers individually and jointly make choices; the influence of social and cultural factors, upon consumption; how marketers identify and exploit sources' of influence; the directions of new research into consumer behavior.

The importance of the course should become apparent when you consider that marketing begins and ends with the consumer. The satisfaction of consumer desires forms the basis for strategies to successfully manage the marketing function.