ON201: Consumer Behavior introduces students to the fundamental concepts of how and why consumers make purchasing decisions. The course focuses on understanding customer needs, preferences, and behaviors in both traditional and digital marketplaces.
Students will learn key topics such as consumer decision-making processes, motivation, perception, attitudes, and the influence of cultural, social, and psychological factors on buying behavior. The course also explores how businesses in Cambodia analyze consumer behavior to develop effective marketing strategies.
In addition, students will gain practical skills in interpreting consumer data, identifying target markets, and applying consumer insights to improve products, services, and marketing campaigns through real-world examples and case studies.
This course emphasizes practical understanding rather than complex theories, making it suitable for students with little or no background in marketing or psychology.