Buyer Behavior

Catalog description

Presents a comprehensive, systematic, and practical conceptual framework for understanding people as consumers the basic subject matter of all marketing. It draws on the social sciences to evaluate the influence of both individual and ecological factors on market actions. Students discuss relevant psychological and sociological theories and study how they can be used to predict consumers' reactions to strategic marketing decisions. Cases and examples are utilized to enhance the understanding of consumers as social beings in the market place. Prerequisite(s): MAR 1001 .