MKT301 - Consumer Behavior

This course focuses on the study of the buying and consumption behavior of individuals and families and the various factors influencing their buying decisions including cultural, social, psychological, commercial, and situational factors.

It discusses the principles, concepts, and theories that stem from other social sciences such as psychology, social psychology, sociology, cultural anthropology, economics, and others, and apply them to the purchasing and consumption behavior of individuals.

Course contents:
 

1-Consumer Behavior – Meeting Changes and Challenges
 

2-The Consumer Research Process
 

3-Market Segmentation and Strategic Target
 

4-Consumer Motivation
 

Mid 1 exam (25 points)
 

5-Personality and Consumer Behavior
 

6-Consumer Perception 
 

7-Consumer Learning:
 

Mid 2 exam (25 points
 

8-Consumer Attitude Formation and Change
 

9-Communication and Consumer Behavior
 

10-The family and social class
 

11-Influence of Culture and subculture on Consumer behavior
 

12-Consumer Decision Making and Beyond

​

​