The purpose of this course is to improve students' knowledge and comprehension of how consumers make decisions. Organisations recognise the value of finding answers to specific issues to maintain market share and obtain a competitive advantage. Marketers can adjust the marketing mix and improve the customer experience by using the answers to these questions to better understand the decision-making processes underlying consumer purchases. After learning the underlying ideas and frameworks, students should be able to apply them to a variety of organisational contexts and real-world instances.