This module will explore the concept of consumer behavior by critically exploring conceptual frameworks for understanding, measuring, and managing the current and upcoming digital generation. Existing theories will be integrated to develop a holistic and managerially useful understanding of consumer behavior.
This module takes a global perspective by recognising factors that build and affect consumer behaviour. Topics such as internal influence on consumer behaviour will be explored in detail with a specific focus on learning and memory, motives, personality, emotions, and attitudes. Furthermore, decision-making process in diverse situations will be emphasised.
The stages in consumer decision-making, situational effects on behaviour, buying and disposing, post-purchase satisfaction and behaviour will be explored. The reflection of how consumer decisions are been influenced by family influences, word of mouth, social circles, and society will be focused. There will be an emphasis on how customer attention could be achieved by knowing consumer behaviour. Differences between in-store and online behaviours of consumers will be highlighted.
A much-needed discussion on sustainability will be emphasised to understand how casual consumers can be transformed into more responsible consumers to achieve sustainability in today’s business world.
Specific topics include:
At the end of this module, students will be able to:
Exchange students: tuition fees will be waived if an agreement has been signed between Rennes School of Business and the home institution.