Explain the consumer decision-making process and the rules consumers use to evaluate alternatives
Analyze how consumer involvement affects information processing and purchase behaviour
Compare major consumer behaviour models, including Marshallian, Pavlovian, psychoanalytical, sociological, Howard-Sheth, and Nicosia
Assess how culture, subculture, and cross-cultural factors influence consumer behaviour
Apply consumer behaviour insights to marketing strategy, segmentation, positioning, and research
Evaluate cross-cultural marketing challenges and alternative global marketing strategies
