MSIM5032 Consumer Behavior
Examines consumer behavior from a cross-cultural perspective. Focuses on the expectations of consumers in emerging markets that add heightened sensitivity to cultural differences and have strong implications for a company?s marketing strategy. Explores consumer characteristics, the influences of perceptions and attitudes on consumer choice, and the influence of culture, family and situation on consumer behavior. Also examines the varying power of the consumer by law or by public opinion (e.g., genetically modified foods).