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.
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