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Consumer Behavior: Influences on Consumer Decisions |
| Course Status: | Released |
| Course Language: | English |
| Course Duration: | 4 Hours |
| Deployment Options: | Online, Interactive CDs, Network, Downloads, Intranet |
| Audience |
| Managers, prospective managers, and any other employees seeking advanced competency in the theory and practice of consumer behavior |
| Prerequisites |
| A comprehensive understanding of the principles of marketing |
| Course Aim |
| To explain influences on consumer decisions |
| Learning Objectives |
| Explain group influence. Discuss organizational and family decision making. Define the relationship between income and social class. Market products to different social classes. |
| Topics Covered |
| Group Influence - Reference groups - Conformity - Word-of-mouth communication - Opinion leaders Organizational and Family Decision Making - Organizational decision making - Family structures - Family decision making - Children as decision makers Income and Social Class - Patterns of consumer spending - Social class - Social class and purchasing - DecisionPath: Social marketing |