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Republic Polytechnic
Business

B227 Consumer Behaviour

This module examines the consumer decision-making process and equips students with the fundamentals of consumer psychology ‒ how consumers think, feel and behave.

In this module, students will explore many social, cultural and marketing factors that influence the selection and usage of products and services by consumers. It will help students understand why consumers behave the way they do and will help them develop marketing strategies based on this understanding. Topics covered include consumer motivation, perception, learning, micro and macro influences on consumers’ decisions, and applications relating to consumer psychology.