The objective of this course is to enable students to understand the basic concepts of consumer behavior, the consumer decision-making process, and the individual, social, cultural, and psychological factors that influence consumer behavior; and to equip them with the ability to evaluate marketing decisions by analyzing classical and modern models of consumer behavior, digital consumer behavior, and current consumption trends.

This course covers the basic concepts of consumer behavior, the consumer decision-making process, cultural, social, personal, and psychological factors influencing consumer behavior, the processes of motivation, perception, learning, and attitude formation, research methods in consumer behavior, classical and modern models of consumer behavior, digital consumer behavior, online purchasing behavior, social media, and electronic word-of-mouth communication (e-WOM), post-purchase behavior, customer satisfaction and loyalty, and current trends in consumer behavior from a behavioral economics perspective, all illustrated with case studies and practical applications.