CLAUDIA MARIAN 

 

 

CONSUMER BEHAVIOR 

 

Purpose of the course 

 

Consumer Behavior aimed to introduce valuable notions towards which factors influence consumer behavior in relation to purchasing activity and how could consumer behavior be used in the benefit of the companies. 

 

 

Content

 

The course was mainly based on the theoretical notions from Consumer Behavior by Michael Solomon mixed with practical in-class exercises. Throughout this course, I got insight into how factors like perception, learning & memory, motivation & values, personality, attitudes, culture, influence consumer behavior before, during & after the purchasing process. Segmentation, the buying stages, economic, behavioural and psychological theories were also part of the course content. 

 

 

Reflection 

 

Consumers are considered to be the most important stakeholders of a brand. In consequence, it is highly important to be able to identify which factors influence their activity especially when they have to choose the right product that satisfies their needs and wants from the multiple brands existent on the market . On this matter, I found studying about consumer behavior highly important in order to adapt to consumer behavior, be able to translate the wants and needs of the consumers into proper marketing mix and marketing strategies. 

The assesment of this course was based on questions to be answered based on the chapters from Consumer Behavior by Michael Solomon.