SCHEME OF WORK (COURSE CONTENT) FOR BACHELOR OF SCIENCE, CONSUMER BEHAVIOUR
1. The purchase decision and its context 2 Overview of the consumer’s purchase decision process 2.1 Problem recognition 2.2 Information Search and Evaluation of Alternatives 2.3 Purchase decision 2.4 Post-purchase evaluation 2.5 Internal influences on purchase decision 2.5.1 Motivations and Emotions 2.5.2 Perception 2.5.3 Prior Experience 2.6 External influences on purchase decision
2.6.1 Culture 2.6.2 Subcultures 2.6.3 Social Class 2.6.4 Reference groups 3 Consumer decision styles 4 Other topics in consumer behaviour 4.1 Risk perception and risk reduction activities 4.2 New product adoption and diffusion of innovations 4.3 Brand-switching 4.4 Channel-switching 4.5 Impulse buying 4.6 Affect: Emotions, feelings and mood 4.6.1 Information search 4.6.2 Choice 4.6.3 Customer satisfaction 4.6.4 Advertising
4.7 Customer loyalty 4.8 Customer citizenship behaviour 4.9 Internet consumer behaviour 4.9.1 Different types of online behaviour 4.9.2 Disparate categories of online consuming behaviour 4.9.3 Influence of the Internet on buying process 5 Research methods used 5.1 Ethnographic research 5.2 Consumer neuroscience 6 References 7 Further reading
