Consumer Behavior and Consumer Research Course

Lesson 1 • Core Theoretical Frameworks

Surveys dominant models explaining consumer choice. Provides analytical lenses applied throughout the course.

Lesson 2 • Defining Consumer Behavior

Introduces the scope, actors, and processes in consumer behavior. Anchors all subsequent analysis in a shared conceptual vocabulary.

Lesson 3 • Historical Evolution of Consumer Research

Traces the field from early economic models to modern behavioral science. Contextualizes current theories within their intellectual origins.

Lesson 4 • Ethics in Consumer Research and Marketing

Examines ethical obligations when studying and influencing consumers. Establishes responsible practice standards carried through the course.

Lesson 1 • Motivation and Consumer Needs

Analyzes need hierarchies and motivational conflict as drivers of buying. Links motivational theory directly to product positioning strategy.

Lesson 2 • Perception and Sensory Marketing

Explains how consumers select, organize, and interpret stimuli. Connects perceptual processes to packaging, pricing, and brand cues.

Lesson 3 • Attitudes and Attitude Change

Deconstructs the tricomponent attitude model and persuasion routes. Equips students to design attitude-change campaigns.

Lesson 4 • Learning and Memory in Consumer Contexts

Covers classical conditioning, operant conditioning, and cognitive learning as they apply to brand associations. Informs repetition and reward strategies.

Lesson 1 • Social Class and Consumer Stratification

Defines social class determinants and their effect on consumption patterns. Connects class mobility aspirations to brand strategy.

Lesson 2 • Social Media and Digital Social Influence

Analyzes how digital networks amplify social influence on purchase decisions. Integrates social media dynamics with classical influence theory.

Lesson 3 • Culture, Subculture, and Cross-Cultural Behavior

Explores cultural values, rituals, and myths as consumption drivers. Prepares students for cross-cultural market adaptation.

Lesson 4 • Family Decision-Making and Roles

Maps family lifecycle stages and role specialization in household purchases. Reveals how targeting shifts across family structures.

Lesson 1 • Research Problem Formulation

Translates business questions into researchable hypotheses and objectives. Establishes the logical foundation for all subsequent design choices.

Lesson 2 • Quantitative Research Methods

Introduces survey design, experimental methods, and observational studies. Connects quantitative tools to hypothesis testing and generalization.

Lesson 3 • Mixed-Methods and Triangulation

Demonstrates how combining qualitative and quantitative data strengthens findings. Guides students in designing sequential and concurrent mixed designs.

Lesson 4 • Qualitative Research Methods

Covers in-depth interviews, focus groups, ethnography, and projective techniques. Develops skills for generating rich consumer insight.

Lesson 1 • Hypothesis Testing and Inference

Applies t-tests, chi-square, and ANOVA to consumer research questions. Builds confidence in drawing statistically supported conclusions.

Lesson 2 • Factor Analysis and Segmentation Techniques

Uses exploratory factor analysis and cluster analysis to uncover latent consumer segments. Directly supports market segmentation deliverables.

Lesson 3 • Regression and Predictive Modeling

Introduces simple and multiple regression for predicting consumer outcomes. Connects model outputs to marketing decision-making.

Lesson 4 • Conjoint Analysis and Choice Modeling

Applies conjoint analysis to measure attribute trade-offs in consumer choice. Produces preference data used in product design and pricing.

Lesson 1 • Positioning Strategy and Perceptual Mapping

Constructs perceptual maps from consumer data to identify positioning opportunities. Connects positioning to the full marketing mix.

Lesson 2 • Target Market Selection

Evaluates segment attractiveness using size, growth, competition, and fit criteria. Guides selection of primary and secondary target markets.

Lesson 3 • Segmentation Bases and Criteria

Reviews demographic, geographic, psychographic, and behavioral segmentation bases. Establishes criteria for evaluating segment viability.

Lesson 4 • Data-Driven Segment Discovery

Applies cluster analysis and latent class models to real consumer datasets. Bridges statistical output to interpretable market segments.

Lesson 1 • Online Information Search and Evaluation

Analyzes how consumers search, filter, and evaluate options in digital environments. Connects search behavior to SEO and content strategy.

Lesson 2 • E-Commerce and Mobile Shopping Behavior

Examines friction points, trust signals, and conversion drivers in online retail. Informs UX and checkout optimization decisions.

Lesson 3 • Privacy, Data Ethics, and Consumer Trust Online

Addresses consumer privacy concerns, consent fatigue, and trust erosion in digital contexts. Guides ethical data collection and transparency practices.

Lesson 4 • Social Commerce and Influencer Impact

Evaluates how social platforms function as purchase environments. Quantifies influencer effectiveness using engagement and conversion metrics.

Lesson 1 • Consumer Insight Report Writing

Develops structured, evidence-based research reports for business audiences. Emphasizes clarity, logical flow, and executive-level communication.

Lesson 2 • Translating Research into Marketing Strategy

Converts consumer research findings into specific marketing mix recommendations. Closes the gap between data analysis and strategic action.

Lesson 3 • Capstone: Integrated Consumer Research Project

Synthesizes all course competencies in a full research project from problem definition to strategic recommendation. Demonstrates professional-level consumer research capability.

Lesson 4 • Stakeholder Presentation and Persuasion

Builds skills for presenting consumer insights to diverse internal stakeholders. Addresses objection handling and data-driven persuasion techniques.