24710 Buyer Behaviour6cp
There are course requisites for this subject. See access conditions.
This subject focuses on the issues relating to the understanding of customer behavior and on the application of such understanding to marketing practice. Topics include: individual determinants such as perception, learning and memory, motivation, personality and attitudes, as well as environmental influences such as culture and cross-cultural issues, social influences, social class, and situational influences, and the decision-making process.
Detailed subject description.