Consumer Behavior

1. Basic Course Information

Course code: 012032
Course name: Consumer Behavior
Course type: specialty course   
Period: 32
Credit: 2
Target students: Undergraduate majoring in Marketing, Enterprise Management, Advertising Planning and Management
Assessment: examination
Preparatory course: Marketing, Management

2. Brief Course Introduction

Consumer Behavior is an obligatory course for the marketing majors. The core of modern marketing concept is to meet consumer demands with more efficient products and better services than your competitors. Therefore, it is the foundation of enterprise marketing decisions and marketing strategy establishment to understand consumer behavior and the law of its changes.  This course aims to research on the theory of consumer behavior and its application in enterprise marketing. It mainly introduces the significance of consumer behavior research, history of development, theoretical origins and research methods. It discusses consumers’ shopping decision process and the influences on consumers of individuals and psychological factors. It researches in detail consumers’ buying motives, perception, learning, attitudes, personalities and self-concepts, as well as the relationship between daily life and consumer behavior. It also researches the influences on consumer behavior of environments, particularly including culture, social classes, social groups, family, trend of consumption and situations, etc.