The Consumer Behavior course deals with the definition and importance of consumer behavior and understanding the factors influencing consumer decision-making. It also focuses on the impact of family roles in the purchasing process and how consumer behavior after purchase affects loyalty to products. The course also discusses product loyalty and consumer purchasing behavior in establishments. Psychological and social factors such as needs, motivations, and values ​​are analyzed, in addition to the impact of perception, learning, and knowledge on decision-making. The impact of culture, social classes, and reference groups on consumer behavior is also addressed.