Consumer Behavior

MGT3420 Consumer Behavior (3)

A study of buyer behavior, focusing on psychological, sociological, and economic factors as they influence consumer decisions regarding purchas-ing and consumption. The course provides experience in applying consum-er behavior concepts to marketing strategy. Both theory and practice will be considered in applying considerations of buyers' attitudes, needs, prefer-ences, and decision-making styles that enable marketers to reach more effective and insightful marketing decisions.