Investigates psychological and sociological factors influencing individual and group purchasing decisions.
About this course
MKTG 1690 Consumer Behaviour Analysis investigates the psychological and sociological factors that influence individual and group purchasing decisions. You will explore why people buy what they buy, looking at everything from personal motivation and perception to the powerful impact of social circles and culture.
Through case studies and research projects, you will learn to apply established consumer behaviour models to actual marketing situations. The course also examines the ethical side of influencing choices, ensuring you understand how to align product offerings with genuine consumer needs without crossing professional boundaries.
Who takes this course
Credits: 3 · Hours: 45
Prerequisites
Learning outcomes
- Identify key psychological drivers that shape consumer perception and motivation.
- Analyze how social groups and cultural norms influence buying habits.
- Apply consumer behaviour models to real-world marketing scenarios.
- Evaluate the ethical implications of influencing consumer choices.
- Develop strategies to align product offerings with identified consumer needs.
Evaluation
| Component | Weight (%) |
| Midterm examination | 30 |
| Consumer profile research project | 40 |
| Final examination | 30 |