Consumer Behavior

Consumer Behavior is a compulsory course for Marketing Management concentration in Management Study Program, Faculty of Economics and Business. This course is designed to understand consumer behavior related to their purchasing decisions. The main objective of this course is to improve understanding of consumer behavior concepts and help think about it from a managerial perspective. Some concepts learned are related to: - Internal influences on purchasing behavior (perception, learning, memory, motives, personality, emotions, attitudes, self-concept, and lifestyle) - External influences on purchasing behavior (culture, demographics, social status, reference groups, buying groups, management influences). - Decision-making processes and how they relate to consumers and industrial buyers.