MRKT381

Consumer Behavior

(3,0) 3

A study of behavioral concepts related to consumer behavior. Attention is directed toward understanding consumer needs, perceptions, attitudes, intentions and behavior within a strategic and managerial framework. Topics include the differences of complex decision making and habit and between high and low involvement decision making. Emphasis is on predicting and understanding purchase behavior for best firm/consumer needs' match. Prerequisite: MRKT281.

Source: Academic Catalog 2018-19