Consumer Behavior

Target Audience

Marketing professionals, salespeople, managers, students of business administration and related fields who seek to understand the factors that motivate and influence consumer choices.

Justification

Understanding consumer behavior is essential for the success of any marketing strategy. The current market demands that companies relate marketing activities to decision-making stages and the different profiles of consumers (both end-users and organizational), adapting to the requirements of the "new consumer."

General Objective

To understand the importance of studying the behavior of both end consumers and organizations, relating marketing activities that influence each stage of the purchasing process.

Specific Objectives

• To analyze the sociocultural and psychological influences that affect buying behavior.
• To distinguish the levels of involvement and the roles played by individuals in the process of acquiring products and services.
• To differentiate the buying behavior of end consumers from that of organizational consumers.
• To identify the characteristics and desires of the new consumer in order to act assertively in the market.

Curriculum Content

[title-dropdown] Module 1 - Fundamentals of Behavior and Sociocultural Influences [/title-dropdown]

[title-dropdown] Module 2 - Influences in the Purchasing Process [/title-dropdown]

[title-dropdown] Module 3 - Purchasing Decision Process [/title-dropdown]

[title-dropdown] Module 4 - The New Consumer and Behavior Trends [/title-dropdown]