MKT-260 - Consumer Behavior

3 credits

The aim of this course is to understand why people buy as the foundation for developing concepts for meeting consumer needs through selling, advertising, distribution and related activities. Behavioral considerations affecting consumer purchase decisions are analyzed. These include the personality, motivational, cognitive and attitudinal aspects, along with the social influences which affect consumer interaction with business firms.

Prerequisite(s): MKT-101;

Previously known as: MRKT-410