Learn more about consumer behavior and decision-making.
The course Applied Psychology - Introduction to Consumer Behavior introduces the psychological processes behind the behavior of consumers and how they make their decisions. All consumers are similar in that they all have needs and wants, but all are different in that they have different consumption patterns and consumption behavior.
In this course you will learn about the nature and scope of consumer behavior, and how it evolved from other disciplines such as psychology and sociology into its own distinct field of study. You will then learn about the application of consumer behavior and how studying it helps marketers formulate appropriate marketing strategies for consumers and their environment. You will learn how the study of consumer behavior may be applied to segment the market, select the target market and position the product or service offering.
The course then introduces the very important area of consumer decision making, in particular, programmed decision making and non-programmed decision making. You will also learn how the study of consumer behavior has identified five buying roles and how the marketer needs to understand these roles so as to be able to frame suitable marketing strategies to target them.
This online course will be of great interest to all learners who have certified in Alison's Diploma in Psychology as it introduces practical applications of psychological processes in the area of consumer behavior. It will also be of great interest to marketers and professionals in the area of consumer marketing who would like to learn more about the psychology of consumer behavior.
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