Consumer Behavior

Design of an effective marketing strategy is not possible without understanding of consumers. The field of consumer behavior attempts to explain and predict the ways in which consumers think and behave in given situation. This course introduces is based on theories in psych9ology and sociology and builds a bridge to marketing. Emphasis is on consumer decision processes and the influence of social, culture and psychological factor on how consumers behave. This includes the psychology of individual decision-making and choice, patterns of behavior exhibited by aggregate groups of consumers, and also the sociological and cultural influences on consumer attitudes and behavior. This prepares students for making informed decisions about how to manage and respond to the needs and wants of consumers.