CONSUMER BEHAVIOUR INTRODUCES STUDENTS TO THE STUDY OF CONSUMERS’ ACTIONS DURING SEARCHING FOR, PURCHASING, USING, EVALUATING, AND DISPOSING OF PRODUCTS AND SERVICES THAT THEY EXPECT WILL SATISFY THEIR NEEDS. IT IS A DYNAMIC INTERACTION OF AFFECT AND COGNITION, BEHAVIOUR, AND THE ENVIRONMENT BY WHICH HUMAN BEINGS CONDUCT THE EXCHANGE ASPECTS OF THEIR LIVES. CONSUMER BEHAVIOUR EXPLAINS HOW INDIVIDUALS MAKE DECISIONS TO SPEND THEIR AVAILABLE RESOURCES OF TIME, MONEY, AND EFFORT IN CONSUMPTION PROCESSES. IT ALSO ENCOMPASSES ALL FACTORS IN THE ENVIRONMENT THAT INFLUENCE THEIR THOUGHTS, FEELINGS, AND ACTIONS IN MAKING THEIR PURCHASE DECISIONS ON GOODS AND/OR SERVICES. THESE INCLUDE FEEDBACK FROM OTHER CONSUMERS, ADVERTISEMENTS, PRICE INFORMATION, PACKAGING, PRODUCT APPEARANCE, AND MANY OTHERS. IT IS ESSENTIAL TO HIGHLIGHT THAT CONSUMER BEHAVIOUR IS DYNAMIC, INVOLVED INTERACTIONS AND EXCHANGES, AND WHY CONSUMERS BEHAVE THE WAY THEY DO.
- Lecturer: ENCIK SHAHIDAN BIN SHAFIE
Skill Level: Beginner