The unit is designed to equip students with knowledge relating to the theoretical basis and applications of consumer behavior (CB). 

The unit: 

• Examines the decision-making processes that individuals, groups, and organizations go through when spending resources on consumption
  
• Analyses the determinants of CB and links behavioral concepts to marketing strategies
  
• Considers the implications of CB insights for marketing strategies
  
• Emphasizes on developing critical thinking and research skills which allow participants to understand CB data and translate CB theories into marketing management actions
  
• Explores ethical issues in using CB data and theories in building marketing strategies