Consumer Behavior
Course content:
- Definition of Consumer Behavior in Today´s World and its Importance for Marketing
- Buying Behavior and Consumer Decision Making
- Psychological Factors in Consumer Behavior (Perception of the Outside World, Perception of the Self; Motivation, Values; Learning, Memory)
- Social Factors in Consumer Behavior (Reference Groups and Consumer Behavior; Economic Factors and Consumer Behavior)
- Culture and Consumer Behavior