IBUS 5714
Buyer Behaviour in International Markets
Globalization and the divergent, crossvergent and convergent paradigms are used to explain and analyze the behaviour of buyers across different markets and cultures. Socio-cultural, psychological, organizational and other factors that guide purchase decision-making behavior in consumer and B2B markets are examined.
2021
Topics
- Introduction to buyer behaviour in Read
- Values and Culture Read
- The consumer: attributes Read
- Mental Processes Mid-term
- Consumer behaviour domains
Readings
- de Mooij, Marieke (2011), Consumer Behaviour and Culture: Consequences for Global Marketing and Advertising, 2nd Ed. (Sage)
Prerequisites & course information
Prerequisite(s): IBUS 5701 .
Sources
- Course catalogue ↗2026–2027
- IBUS 5714 Jose Rojas-Mendez ↗2021