COURSE OUTLINE AND OBJECTIVE OF STUDY FOR ADVANCED PROFESSIONAL DIPLOMA IN CONSUMER BEHAVIOUR
The purchase of an up-market sports car carries both financial risk and social risk, because it is an expensive purchase and it makes a highly visible statement about the driver In addition to understanding the purchasing decision, marketers are interested in a number of different aspects of consumer behaviour that occur before, during and after making a purchase choice. Areas of particular interest include: risk perception and risk reduction activities; brand switching, channel switching, brand loyalty, customer citizenship behaviours and post purchase behavioural intentions and behaviours, including brand advocacy, referrals, word of mouth activity etc.
1. Risk perception and risk reduction activities 2. New product adoption and diffusion of innovations 3. Brand-switching 4. Channel-switching 5. Impulse buying 6.1 Affect: Emotions, feelings and mood 6.2 Information search 6.3 Choice 6.4 Customer satisfaction 6.5 Advertising 6.6 Customer loyalty 6.7 Customer citizenship behaviour 6.8.Internet consumer behaviour 7. Different types of online behaviour
8. Disparate categories of online consuming behaviour 9. Influence of the Internet on buying process 10. Research methods used 11. Ethnographic research 12. Consumer neuroscience 13. References 14. Further reading other topics in consumer behavior
