Buyer Behaviour and Analysis
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