Consumer Behavior 7,5 Credits

Course Contents

The Consumer Behavior course will start by contextualizing consumers in the marketplace. This is done by explaining the different consumer segments and discussing the roles consumers play in them. Once the context of consumers in the market is understood, we will move into describing the decisions consumers make as they buy and dispose of goods and how these decisions are influenced by e.g., social interaction and lifestyle. Finally, we will spend time understanding the role of subcultures and consumer culture on the key consumption processes. Throughout this course, students will be introduced to consumer behavior concepts, models, theories and tools in order to appeal to consumers. Furthermore, specific analytic tools and research methods in the field will be introduced and applied to various consumer decision making and disposal contexts.

Prerequisites

Bachelor’s degree in Business Administration

Level of Education: Master A1N
Course code/Ladok code: MLOR23
The course is conducted at: Jönköping International Business School Last modified 2014-07-24 08:59:02