Theory and process of buyer behaviour

Can we predict consumers' preference, choice, and other behaviours? Can we influence their behaviours in a way that is ethical and aligned to the organisation's objectives? These questions are of interest to many marketers and the answer is yes, if you could master the theories and processes of buyer behaviour and apply them properly. This unit will immerse you with a number of interesting buyer behaviour theories and examples regarding consumer information processing, judgement and decision-making, and social and cultural influences. At the end of this unit, you will be able to use scientifically validated frameworks and theories to analyse buyer behaviour and apply them in designing effective marketing strategies.