| Course ID: | MARK 4100. 3 hours. |
| Course Title: | Consumer Buyer Behavior |
Course
Description: | An overview of what marketers need to know about consumers and
how this knowledge is used to satisfy consumer needs. Consumer
behavior concepts, processes, and models that help explain
differences in consumption behavior and choice are discussed.
Concepts from marketing, economics, and basic behavioral
sciences are introduced. |
| Oasis Title: | Consumer Buyer Behavior |
| Duplicate Credit: | Not open to students with credit in MARK 4100E |
| Prerequisite: | MARK 3000 or MARK 3000H or MARK 3000E or MARK 3001 or MARK 3001H or MARK 3001E |
Semester Course
Offered: | Offered every year. |
| Grading System: | A-F (Traditional) |
|
| Course Objectives: | Upon completion of this course, the student should:
• Appreciate the importance of understanding consumer
behavior in successfully applying the marketing concept.
• Possess an initial understanding of why people buy and
what they buy.
• Understand how the disciplines of psychology, social
psychology, sociology, and economics are integrated
into the marketing process
• Explain internal and external influences on consumption
behavior and on consumer evaluation of product/service
providers
• Understand the growing sophistication of consumers and
the challenge for marketers to continually meet
changing needs.
• Understand the importance of, and differences between,
consumer behavior patterns and processes in the US and
global markets. |
| Topical Outline: | • Definition and importance of consumer behavior
• Psychological, economic and social foundations of
consumer
behavior
• Models of consumer behavior
• Research designs for understanding consumer behavior
• Economic and Social Influences on Consumer Behavior
• Psychological Influences on Consumer Behavior
• Needs, Motivation and Values
• Personality and the Self-Concept
• Consumer Decision-Making
• Experience, Learning and Knowledge
• On-Line Buying Behavior |