Consumer Behavior

Catalog description

This course examines the psychology of consumer behavior and how the consumer affects marketing and market offerings. Knowledge of consumer behavior is a critical component in organizational efforts to design and market product and service offerings. Additionally, as consumers ourselves, knowledge of consumer behavior helps us operate with greater savvy and insight. Such improved decision making can make us better citizens and more responsible stakeholders in society. Topics discussed in this course include consumer needs, perceptions, motivations, and attitudes. The course addresses the influence of culture, subculture, and social class on consumer behavior, and examines trends in consumer behavior and strategies for creating customer value.