MKW2111

Buyer behaviour

(BUS)

Dr Mohd. Sadiq Sohail

6 points + First and second semester + 1-hour lecture and 2-hour tutorial per week + Prerequisite: MKW1120

Synopsis: Introduction to consumer and industrial buyer behaviour, the service purchase decision including professional service purchase behaviour and implications for practice development, the individual, personality, mood and memory attitudes, attitude change, culture, social influences, family influences, diffusion and adoption, decision processes, market segmentation, consumerism.

Assessment: Group assignment paper: 25% + Individual assignment: 20% + Seminar paper: 15% + Examination: 40%