The purpose of this course is to allow student to understand the important of consumer behaviour in marketing and also the business world. Topics covered the factors that determined consumer purchase behaviour such as motivation, personality, perception, attitude, and theory of learning and consumer decision model. This course will be emphasis on the concepts, theories, and models from the marketing, economics, psychology discipline and others scope that will be applied in consumer decision making. In addition, the course also introduces methods of measuring and analysing consumers and consumer market.