Consumer Behavior

Catalog description

This course introduces the external and internal factors underlying consumer buyer behavior, including pre- and post-purchase attitudes and behavior patterns, information processing relating to the functional areas of marketing, and the buyer’s decision-making process. The course emphasizes how these behaviors are influenced by principles of learning, motivation, personality, perception, and group influence, relating such understanding to issues in product design and development, positioning, pricing, promotions, advertising, segmentation, and distribution channels, and the development of marketing strategies to encourage a positive consumer response. Prerequisite: Completion of all lower-level coursework.