The course deals with several topics that aim to assist student to be able to identify basic aspects and the concept of consumer behavior science and how to apply it in different organizations. It explains how consumer behaves by understanding his\her motivations and reactions towards a particular product. It assists student to understand how to predict consumer behavior and how to influence that behavior by understanding theories that are related to human behavior. It assists student to analyze the impact of social and cultural factors on consumer behavior. The purchasing decisions for both final and industrial buyers are also covered.