Consumer Behavior

Catalog description

An analysis of the environmental, social and psychological factors which influence an individual’s buying decisions. The course covers how individual consumers are identified, motivated, and evaluated for use in various marketing activities. Emphasis is placed on the business approach for identifying the consumer’s decision-making process. Typically offered Fall. Prerequisite(s): MKG 22400 FOR LEVEL UG WITH MIN. GRADE OF C- Course Learning Outcomes 1. Identify a) the stages in the consumer decision-making process and b) the internal and external factors that influence consumer behavior. Students will be able to describe, explain, and discuss how the major consumer behavior theories and concepts fit together and will learn to apply consumer behavior theories and concepts to various situations. View Class Schedule