Course Catalog

Description

Today, studying and understanding consumer behavior is prerequisite for the success of firms in markets and individuals in workplace. It provides insights into product, pricing, retail, advertising, and communication strategies. This course focus on discussing the questions of how and why consumers make specific decisions and behave in a certain ways and what motivates them and capture their attention and retain their loyalty and on the other hand what prevent them from being loyal. It gives special focus to contemporary issues of consumer behavior like; switching, boycotting, satisfaction, loyalty, selection and on-line behavior