Consumer Behavior (2018)

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• Consumer Behavior (2018)

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  Teaching Faculty José Manuel Fernández Polanco Patricia Martínez García de Leaniz    Department of Business Administration

  This course helps students to acquire a deeper understanding of Consumer Behavior in today’s consumer societies. It explains the principles and theories that characterise consumers and how marketers devise strategies and commercial tactics according to the way they behave.

     
  

  Keywords Personality, Learning, Perception, Motivation, Attitudes, Persuasion, Reference Groups, Culture, Social Class, Lifestyle.