Welcome to Module 3

In this unit we will be discussing the concept of consumer decision-making process, specially called consume behavior. Consumer behavior is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services. Consumer behavior consists of how the consumer's emotions, attitudes, and preferences affect buying behavior. Consumer behavior emerged in the 1940–1950s as a distinct sub-discipline of marketing, but has become an interdisciplinary social science that blends elements from psychology, sociology, social anthropology, anthropology, ethnography, ethnology, marketing, and economics (especially behavioral economics).

Module Learning Outcomes

Upon successful completion of this module, you will be able to:

1. Describe the purpose of market analyses in strategy development. (CLO 5)
2. Explain how the use of CRM systems for research, monitoring, and data storage enhances the consumer strategy development. (CLO 9)

(CLO = Course Learning Outcome)

To Do

Please read/watch all of the module learning materials (readings, presentations, videos, etc.) and complete all assignments/assessments listed below. If you have questions, please contact the course instructor or ask in the Questions About This Course forum.

Readings and Presentations:

Textbook Reading: Lamb, Hair, and McDaniel (2020), Chapter 6: Consumer Decision-Making (MLO 1-2)
PowerPoint Presentation: Lamb, Hair, and McDaniel (2020) - Chapter 6 (MO 1-2)

Videos:

YouTube Video: Consumer Decision-Making Process (With Examples) (Uploaded by Business School 101, Feb 13, 2023) (MLO 2)

Assignments/Assessments:

Submit: Discussion #3, on Canvas (MLO 2)

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