The main goal of this course is to heighten your understanding of consumer behaviour. Buying, Having and Being which is the subtitle of the textbook emphasizes that Consumer Behaviour goes beyond looking at the act of buying to having and being. It is more than buying things. We will learn through the course the study of how having (or not having) things affect our lives and the impact of possessing things affect our state of being.  We learn not only why people buy things but also how products, services and consumption activities contributes to our experience in the broader social world. We will learn, no matter what activities we are engaged in, our lives are touched by the marketing system. We will also learn the importance of understanding consumers in formulating marketing strategy through consumer research.