MKTG203 Consumer Behaviour Notes | Assignment Help | Syllabus
University: Macquarie University
“Understanding the heart and thoughts of customers is an essential part of marketing. Businesses can make smart, sustainable, and ethical marketing choices by understanding why customers think, feel, and behave the way they do. This lesson expands students’ understanding of how to read, analyze, and influence customer behavior. Students acquire theoretical understanding of the internal, psychological processes that influence consumer behavior, as well as the external, environmental variables that influence consumer behavior. Students learn about consumer wants and values, how consumers perceive goods and brands, how to assess attitudes and impact change, how and why consumers purchase (or don’t buy), and the significance of cultural and reference group influences. Students will have a much deeper and broader understanding of how consuming not only impacts our lives but also how our behaviors influence how we feel about ourselves and each other by the conclusion of this unit.
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