Consumer Behaviour and Market Research explores how individuals and groups make purchasing decisions and how organizations gather and analyze information to better understand market needs. The subject examines psychological, social, cultural, and economic factors that influence consumer choices, helping learners understand why people buy certain products and services. By studying motivation, perception, learning, attitudes, and decision-making processes, students gain insight into how consumer behavior shapes marketing strategies.
The course also focuses on the principles and methods of market research, emphasizing the systematic collection and interpretation of data to support business decisions.
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