Syllabus Overview
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View Syllabus Outline (4 topics)
Consumer Behavior & Market Segmentation
1. Consumer Behavior (CB)
The study of how individuals select, buy, use, and dispose of goods. Influenced by Cultural, Social, Personal, and Psychological factors.
2. Segmentation, Targeting, and Positioning (STP)
- Segmentation: Dividing a market into distinct groups (e.g., geographic, demographic, psychographic, behavioral).
- Targeting: Selecting which segments to enter.
- Positioning: Designing a distinct image for a product relative to competitors.