Introduces the role of consumer behaviour and how it is shaped by the social and cultural environment and the psychological foundations. The unit in essence focuses on the decision processes in consumption behaviour in different buying situations. This develops the student's ability to integrate marketing processes at a higher level. For marketers, an understanding of how a consumer selects, purchases, uses and disposes of products and services is pertinent to successfully managing the marketing function. Concepts drawn from various disciplines such as psychology, economics and anthropology are also examined. -- Course Website
Prerequisites: 10850 (v.4)<br/> Marketing 100<br/> <br/> or any previous version
