Behavioural concepts and theories relating to consumer behaviour and consumer decision making process. Study of consumer behaviour influenced by individuals' socio-cultural factors such as family, social groups and group processes, social class, culture and subculture and consumers' individual factors such as motivation and needs, perception, learning, personality and lifestyle attitudes. Overview of organisational buying. -- Course Website
Instructor: Dr Fiona Newton; Ms Ghazala Khan (Malaysia)
Prerequisites: MKW1120
