IFAS200 — Consumer Behaviour
Students learn the importance of perception, communication and ethics in determining why customers remain loyal to a certain product or brand. They examine the motivation behind fashion purchasing and the decision making process leading up to it while gaining an understanding of how the purchase itself impacts consumer needs driving the process. The key concepts and theories of consumer behavior are explored and students learn to identify cultural influences while analyzing demographics, psychographics, economics and consumer dynamics. Students will also analyze actual research data and apply findings to the study of target consumer segments.