10 episodes

Consumer Behaviour is one of the courses offered by the OUM Business School at Open University Malaysia (OUM). This is an elective course for students taking the Bachelor Marketing and Bachelor of Business Administration majoring in Marketing.

(Podcast) Consumer Behaviour Open University Malaysia

    • Business

Consumer Behaviour is one of the courses offered by the OUM Business School at Open University Malaysia (OUM). This is an elective course for students taking the Bachelor Marketing and Bachelor of Business Administration majoring in Marketing.

    Episode 1 - Consumer Behaviour and Marketing Strategy

    Episode 1 - Consumer Behaviour and Marketing Strategy

    Episode 1 is on Consumer Behaviour and Marketing Strategy which provides a brief overview on the importance of consumer behaviour in marketing strategy. This topic includes an introduction to consumer behaviour definitions, characteristics and issues. You are also exposed to factors that influence consumer behaviour and how all these factors influence marketing strategy.

    • 4 min
    Episode 2 - Motivation and Consumer Behaviour

    Episode 2 - Motivation and Consumer Behaviour

    Episode 2 discusses Motivation and Consumer Behaviour. You will need to understand the definition of motivation in order for them to understand the relevance of motivation in consumer behaviour, especially in the decision-making process involving purchases and consumption as well as marketing activities.

    • 3 min
    Episode 3 - Consumer Perception

    Episode 3 - Consumer Perception

    Episode 3 discusses Consumer Perception. This topic touches on concepts and the major components in the perceptual process and the role of perception in forming consumer behaviour. This topic also explains the role of the sensory system and how it influences
    the perceptual process. Lastly, this topic also looks at two marketing strategies that utilises consumer perception, which are positioning and repositioning.

    • 4 min
    Episode 4 - Personality and Lifestyle

    Episode 4 - Personality and Lifestyle

    Episode 4 discusses Personality and Lifestyle. You will be exposed to characteristics, theories and concepts relating to personality. There shall be discussions on the role of personality in forming a consumer's behaviour, as well as its effect on marketing strategy. Furthermore, you will be introduced to the concept of brand personality where human personality is applied to brands and products. Also included is a discussion on self-image and lifestyle and their association with personality.

    • 5 min
    Episode 5 - Consumer Learning and Memory

    Episode 5 - Consumer Learning and Memory

    Episode 5 discusses Consumer Learning and Memory. In this topic, the definition of learning and the main theories in the learning process are expounded. How the learning process influences consumer behaviour and marketing strategy is shown. This topic also provides an analysis of the role of the sensory system and memory process in individual learning.

    • 6 min
    Episode 6 - Consumer Attitude

    Episode 6 - Consumer Attitude

    Episode 6, in turn, discusses Consumer Attitude. In this topic, you will learn concepts, theories and components of attitude formation as well as its influence on forming consumer behaviour. At the same time, you will also understand the process of attitude formation and change as well as how attitude influences marketing strategy.

    • 4 min

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