MS5710 : Consumer Behaviour copy 1

The course stresses on understanding the concepts of consumer behaviour, how they are used in business practice and how they relate to one another. 1. Consumer behaviour - introduction - outcomes 2. Motivation, ability and opportunity; exposure, attention and perception 3. Categorizing and comprehending information 4. Attitude formation and change - memory and retrieval 5. Process of decision making - post-decision processes 6. The consumer's culture - reference groups - psychographics 7. Consumer behaviour outcomes - consumer welfare.