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SOMA 3613 Consumer Behaviour


Welcome to Consumer Behavior. This course is designed to help students understand consumers in formulating marketing strategy. In addition to understanding consumers, we will look at how products, services, and consumption activities contribute to the broader social, economic, competitive, and political world we live in. Consumer Behavior is a young, dynamic field whose beginnings developed with marketing concept of the late 1940s and 1950s. It is a multidimensional subject deriving theory from economics, psychology, sociology, anthropology, and organizational behavior.

The course provides a rich depth of practical examples and applications, showing the major decisions those marketers make in their efforts to balance the organization's objectives and resources against needs and opportunities in the marketplace.



  • Explain the foundations of consumer behavior.
  • Identify the steps in the consumer decision process.
  • Identify and explain the individual determinants of consumer behavior.
  • Analyze the cultural, sub-cultural, and cross-cultural variations in consumer behavior.
  • Identify the reference groups important in forming individual consumer behavior.
  • Analyze the impact of reference groups on consumer behavior.
  • Explain the relationships between individual and organizational consumer behavior.
  • Assess the impact of globalization on domestic consumer behavior.
  • Summarize the current variables impacting consumer behavior.



  • Explain consumer behavior at its current state of development.
  • Explore cultural, sub-cultural, and cross-cultural variations in consumer behavior
  • Outline consumer decision making and the individual determinants of consumer behavior.



  • Anourld, J. Eric et al.(2004). Consumers. International edition; McGraw-Hill Companies Inc.; 1221, Avenue of the Americas, New York 100020.
  • Assah H. (1997). Consumer Behaviour and Marketing Action. New York University; PWS-Kent Publishing Company. Boston.
  • Czinkota, R. M. et al (1997). Marketing Management: Text and Cases. Main Street. Cambridge, Massachusetts: Blackwell Publishers Inc.; 238 02142


PREREQUISITES: NONE                              



Attendance and participation: 10%; Class Tests and Assignment: 30%; Final Exams: 60%