RecordedIntermediate

Consumer Behaviour

Explore the psychology and sociology behind buying decisions — perception, motivation, attitudes, culture and the decision journey — and turn insight into marketing that works.

4.7 rating 810 learners 16 hours 28 lessons

Taught by Dr. Dominic Wambaria (PhD) · Business & Development Economics

Consumer Behaviour
Preview lesson

What you'll learn

  • Map the consumer decision-making process
  • Apply psychological drivers: perception, motivation, learning
  • Understand social and cultural influences on buying
  • Segment markets by behaviour and lifestyle
  • Translate insight into positioning and messaging

Course curriculum

4 modules · 28 lessons
1

Individual Determinants

4 lessons
  • Perception
  • Motivation & needs
  • Learning & memory
  • Attitudes
2

Social Influences

3 lessons
  • Culture & subculture
  • Reference groups
  • Family & roles
3

Decision Process

3 lessons
  • Problem recognition
  • Search & evaluation
  • Post-purchase behaviour
4

Application

3 lessons
  • Behavioural segmentation
  • Positioning
  • Ethics in influence
Dr. Dominic Wambaria (PhD)

Your instructor

Dr. Dominic Wambaria (PhD)

Business & Development Economics · Lecturer, Researcher & Consultant

Dr. Dominic Wambaria is a university lecturer, researcher and consultant with over a decade of experience teaching Business, Economics and Research Methods to diploma, undergraduate and postgraduate students.