PRCM 1910 Consumer Behaviour Analysis

Examines psychological and social factors influencing individual and group purchasing decisions.

About this course

PRCM 1910 Consumer Behaviour Analysis examines psychological and social factors influencing individual and group purchasing decisions. You will explore the complex processes that consumers go through when selecting, purchasing, and using products and services. The course covers key theories of motivation, perception, learning, and attitude change.

Through case studies and real-world examples, you will learn how marketers use consumer insights to develop effective strategies. You will also examine the role of culture, social class, and reference groups in shaping buying behaviour.

Who takes this course

This course is part of the Marketing Management program.

Credits: 3 · Hours: 45

Prerequisites

None

Learning outcomes

• Apply psychological models to explain individual consumer decision-making processes.
• Analyse the impact of social and cultural influences on group purchasing behaviour.
• Evaluate how marketing stimuli affect consumer perception and attitude formation.
• Interpret consumer research data to identify key behavioural drivers.

Evaluation