Knowledge-Based Outcomes

K1. Demonstrate a critical understanding of the different approaches to consumer behavior with an emphasis on the positivist and interpretive viewpoints.

K2. Evaluate the individual dimensions of consumer behavior by discussing issues related to the development of relevant contemporary theories.

K3.  Discuss the social aspects of consumer behavior in an era of globalization.

Skills-Based Outcomes

S1. Ability to build a conceptual framework of consumer profiles.

S2. Ability to apply psychological and social dimensions of consumer behavior.

S3. Ability to develop an effective customer-focused strategy.    

This is an Individual Assignment

Task

a. Conduct a literature review (supported academic journals) on the concept(s) of Consumer Behavior and its latest development, specifically in the online marketplace.

Example: They tends to be more skeptical in decoding online marketing message.

b. Apply the Five Stages of Consumer Decision Making (Need Recognition, Information Search, Evaluation of Alternative, Purchase, Post-Purchase) into Luxury products ( I selected leather goods for high income or middle-aged working adults).

c. With reference to (B), Consider how the psychological influences (Motivation, Personality, Attitudes, Learning) and the social influences (Reference Group, Social Classes, Family) could impact their decisions