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MKT 351 Principles of Consumer Behaviour Analysis

300 levelManagement & Administration10 topics

MKT 351 covers 10 topics. StudyPath paces them into daily study sessions that finish before your exam date, with practice questions and worked answers for each one.

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Course outline

The topics this course covers, in teaching order.

  1. Role of the consumer in marketing
  2. Consumer decision-making process
  3. Consumer perception and information processing
  4. Learning, memory and consumer behaviour
  5. Motivation, personality and self-concept
  6. Consumer attitudes and attitude change
  7. Reference groups and family influence
  8. Culture, subculture and social class influences
  9. Consumer adoption and diffusion of innovations
  10. Consumerism and consumer protection issues

A sample from this course

One topic, as StudyPath teaches it.

Role of the consumer in marketing

The role of the consumer in marketing centres on why the consumer is the focal point of all marketing activities and how consumer needs, wants, choices, and responses shape product design, pricing, promotion, and distribution.

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