Consumer Behavior

Catalog description

The goal of this course is to provide a comprehensive understanding of (a) why consumers behave the way they do, (b) what factors influence such behavior, and (c) how consumers make decisions in the marketplace. Understanding consumer behavior serves as the foundation upon which advertising, sales promotion, product, packaging, pricing, distribution, and other aspects of marketing strategy are built. Prerequisite(s): declared School of Business majors. B MKT 310.