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This course is ideal for those who would like to gain a deeper understanding of consumer behaviour.
Consumer behaviour is the study of individuals and groups, and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs. This field analyses the impact these processes have on the consumer and the society at large.
Market research is carried out to extract how most of the consumers in a specific society behave, and which factors influence these consumers. Generally, consumers search for the best brands or products, considering the offers, discounts and coupons available. Additionally, consumers opt for products that offer the best features while meeting their needs.
The majority of consumers take time to buy a product. They research and ask around, considering other individuals’ opinions. It's safe to say that they are usually indecisive until the very last minute.