This course provides students the skills necessary to understand consumer behavior and how it impacts businesses and marketing strategy. The course examines the importance of consumer behavior in a behavior science perspective, which focuses on research to explain, describe, predict, and control consumer behavior. Moreover, the course examines all behaviors associated with consumer activities that involve purchase, use, and disposal of goods and services. A variety of consumer behavior topics will be discussed including marketing strategy development, cross-cultural variations, a changing American society, perceptions, personality, consumer decision process, problem recognition, post purchase processes, consumer satisfaction, and customer commitment.
UPON COMPLETION OF THE COURSE, THE STUDENT WILL BE COMPETENT IN: