International Consumer Behavior

Consumer behavior covers all the decision processes and acts of people involved in buying and using products and services, including the mental and social processes that precede and follow these actions. This field is of utmost importance for marketers’ and companies’ decisions. This module examines consumption related choices from an international perspective. It focuses on the individual consumer and offers students an accurate picture about a) the process of consumer behavior and impact on consumer decision making; b) how culture clashes and values affect consumer behavior; and c) how international marketers decode and incorporate into their offerings the cultural components of foreign target markets.