This course introduces the theory of consumer behaviour and relates it to the practice of marketing. Topics include the importance of consumer behaviour and research; internal influences such as motivation and involvement, personality, self-image, life-style, perception, learning, attitude formation and change, and communication; external influences such as culture, subculture, social class and family, and the diffusion of innovations; and consumer decision making.
This course is also intended to impart knowledge and understanding of issues of food safety, food legislation, consumer rights and protection. This knowledge is vital in order to protect the consumer from using unsafe and health threatening food products. The knowledge equips the student to decide on proper food choices and use food labels to identify composition, characteristics and risk factors associated with food products on offer.
This course is also intended to impart knowledge and understanding of issues of food safety, food legislation, consumer rights and protection. This knowledge is vital in order to protect the consumer from using unsafe and health threatening food products. The knowledge equips the student to decide on proper food choices and use food labels to identify composition, characteristics and risk factors associated with food products on offer.
- Instructor: Happy Magoha
- Instructor: Esther Marijani
- Dean of the Faculty: Joel Mihale
- DVC. AC: Deus Ngaruko (PhD-Economics)
- Vice Chancelor: Elifas Bisanda