Consumer Behavior (CB) is a Degree level course designed to enhance students understanding of how and why consumers purchase (or do not purchase) goods and services. It will guide students’ exploration and desire in to the field of consumer behaviour. The course covers complex types of decision making processes that affect consumer behaviour influences internally and externally. CB is a very exciting and satisfying discipline in marketing. Students will appreciate the essence of this unit and its contribution to global development. This course will explore and identify market identities and various sources of influence with the way consumers think and learn from market related information. The knowledge and understanding gained from this course can be utilized in the market place to make rational decisions to satisfy consumer needs and wants and remain loyal to products.