Buyer Behaviour and Analysis

Por: edX . en: , ,

Topic 1: Introduction to buyer behaviour

  • Basic consumer behaviour concepts such as consumer needs and wants and market segmentation, as well as a psychological approach to understanding consumer behaviour

Topic 2: Culture

  • How cultural diversity and differences influence the way that consumers make decisions

Topic 3: Consumer decision making

  • Individual decision-making processes to understand if consumers make rational decisions, or if there are systematic biases in the ways people make decisions

Topic 4: E-commerce buying behaviour

  • How buyers behave in an online environment and identifying online technologies within modern marketing

Topic 5: Perception and unconscious thought.

  • The consumer perception process, sensory marketing, semiotics and subliminal advertising techniques

Topic 6: Learning, memory and product positioning

  • How basic cognitive processes (e.g., attention, learning and memory, self-control, and emotions) shape consumer decision-making

Topic 7: Motivation and involvement

  • The motivational drivers towards behaviour and involvement with the product, the marketing message, and purchase situation

Topic 8: Attitude formation and change

  • The nature of attitudes, attitude development and persuasion techniques

Topic 9: Gender stereotypes and social identity

  • The consumer's self-concept, gender identity, ideals of beauty and body decoration or mutilation

Topic 10: Consumer ethics and misbehaviour

  • How consumers' ethical concerns about business practices influence their purchase behaviour

Plataforma