Course Level 3: Advanced
Estimated Study Time: 3-4 hours
This course introduces the psychological processes behind the behavior of consumers and how they make their decisions. All consumers are similar in that they all have needs and wants, but all are different in that they have different consumption patterns and consumption behavior.
In this course you will learn about the nature and scope of consumer behavior, and how it evolved from other disciplines such as psychology and sociology into its own distinct field of study. You will then learn about the application of consumer behavior and how studying it helps marketers formulate appropriate marketing strategies for consumers and their environment. You will learn how the study of consumer behavior may be applied to segment the market, select the target market and position the product or service offering.
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