CONSUMER BEHAVIOR

Catalog description

This course is designed to provide further insight into the nature of the consumer decision making process. In order to accomplish this, various other disciplines must be studied. The marketing and behavioral science literature pertinent to the following subject areas is examined: perception, learning, motivation, personality, attitude, beliefs, social processes, social class, andculture. Finally, several models of consumer decision making are studied and their practical implication for marketing strategy are discussed.