6 - Consumer Behavior
BSc in Management Information Systems
About 6 - Consumer Behavior
The "Consumer Behavior" course (MIS801) delves into the study of how individuals make decisions in the marketplace. Understanding consumer behavior is crucial for organizations aiming to create effective marketing strategies, develop products, and enhance customer experiences. This course explores various factors influencing consumer decisions and the role of information systems in analyzing and responding to consumer behavior.
Program Learning outcome:
• Understanding Consumer Decision-Making:
- Gain insights into the psychological and social factors influencing consumer choices.
• Market Segmentation and Targeting:
- Learn strategies for segmenting markets and targeting specific consumer groups.
• Digital Influence on Consumer Behavior:
- Explore the impact of digital technologies and e-commerce on consumer decision-making.
• Consumer Research Methods:
- Understand and apply research methods to analyze consumer behavior.
• Ethical Considerations:
- Examine ethical considerations in marketing practices and consumer interactions.
TextBook Name:
Consumer Behavior: Building Marketing Strategy" by David L. Mothersbaugh and Del I. Hawkins.