Customer and Client Behavior

Pontificia Universidad Católica del Perú

Course Description

  • Course Name

    Customer and Client Behavior

  • Host University

    Pontificia Universidad Católica del Perú

  • Location

    Lima, Peru

  • Area of Study


  • Language Level

    High Advanced

    Hours & Credits

  • Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview


    It is a theoretical-practical elective course that is part of the Marketing axis. It gives students the opportunity to deepen their knowledge about the most important element in Marketing, the person to whom the organization directs to offer the product or service. This course develops the ability to analyze consumer behavior for strategic decision making. After an introduction to the subject, the external and internal factors that influence the purchase process and decision, market research to understand the behavior of purchase and consumption, as well as the characteristics of current consumer segments in traditional markets and electronic commerce are addressed.



    This course introduces the theory of consumer behavior and relates it to the practice of marketing. The purpose of the course is to examine in detail the process of consumer decision-making, the influences on buyer behavior and their implications for marketing in purposeful organizations. Students will develop a critical appreciation of the existing research into consumer behavior by engaging with the literature and examining practices in the marketing of consumer goods and services. The course will illustrate the central role of customer and consumer behavior and its relevance to marketing. It will present relevant material drawn from psychology, anthropology, social and behavioral sciences within the framework of the consumer decision process and its main influencing factors.



    Upon successful completion of this module,students should be able to:

    LO1: Understand the underlying physiological, psychological, and sociological factors affecting consumer behavior, and how these are useful for market segmentation, targeting, and predicting consumer responses.

    LO2: Identify the key terms, concepts, and theories of consumer behavior

    LO3: Apply consumer behavior concepts to real world marketing problems and develop better marketing programs and strategies to influence those behaviors

    LO4: Recognize the complexity of consumer decision-making, and how decision-making is affected by context and environmental factors

    LO5: Critically evaluate the effectiveness of various advertising and promotional campaigns, specifically in terms of attitude formation and change



    1. Introduction to Consumer Behavior

    • Orientation
    • Brief insight of consumer behavior
    • Overview of consumer psychology

    2. Perception, learning and memory

    • Behavioral Learning: Classical and Operant Conditioning
    • Memorable Taglines
    • Memory Models and Promotional Strategies

    3. Motivation and affect

    • Maslow’s Need Hierarchy and Consumer Motivation
    • Class led discussion

    4. Self-concept, Personality and attitude

    • What is Personality?
    • Personality and understanding consumer diversity
    • Brand Personality, Self-Image, Brand personality.

    5. Consumer Perception

    • Elements of Perception
    • Dynamics of perception
    • Consumer Imagery, Perceived Risk, Ethics and Consumer perception


    6. Attitude Change and Interactive Communication

    • Multi-attribute Models and Attitude Change
    • The Elaboration Likelihood Model
    • Social Judgement Theory and Attitude Change

    7. Social Influence and Social Media

    • Digital influences on social media
    • Role of electronic word of mouth
    • Information adoption patterns

    8. Buying, using and disposing

    • Consumer Retention and Profitability
    • Understanding evolving buying patterns


    9. Market Segmentation

    • Bases for segmentation.
    • Criteria for effective targeting of market segments.
    • Implementing segmentation strategies.

Course Disclaimer

Please note that there are no beginning level courses offered in this program.

Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.


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