On November 10, 2025, Burapha University International College (BUUIC) had the pleasure of hosting an engaging online lecture by Dr. Ryan Chia, Lecturer from the School of Business Management, Nanyang Polytechnic (NYP), Singapore. The session, titled “The Psychology of Consumer Decision-Making,” was organized for BBA students majoring in Hospitality and Tourism Management (HTM), Digital Marketing, International Business Management (IBM), and Hotel and Wellness Management (HWM).
The lecture was graciously opened by Asst. Prof. Dr. Krittipat Pitchayadejanant, Dean of BUUIC, who welcomed Dr. Chia and highlighted the importance of understanding consumer behavior in today’s competitive business environment.
During the lecture, Dr. Chia shared valuable insights into the consumer decision-making process and its applications in developing effective marketing strategies. He also discussed emerging consumer trends, including multigenerational households, the resurgence of live events, artificial intelligence, and sustainability—all of which shape how businesses understand and meet consumer expectations.
The session was filled with practical examples, interactive discussions, and thought-provoking ideas that inspired both students and lecturers. It also strengthened the academic collaboration between BUUIC and NYP.
Asst. Prof. Dr. Krittipat Pitchayadejanant, Dean of BUUIC, also connected the topic with hypotheses in statistics, while Ajarn Hataipat Phungpumkaew, Associate Dean for International and Global Relations, concluded the session by emphasizing the importance of consumer psychology in business and strategic management.
This inspiring event reflected BUUIC’s strong commitment to promoting global academic engagement and providing students with opportunities to learn from international experts.
