MARK-222 Consumer Behavior
Spring for 2017-2018
Consumer behavior is the study of how individuals make decisions to spend their available resources (time, money, effort) on products and services. What do they buy, when do they buy, how often, and why? How do consumers learn about new products? How does advertising influence consumer decisions? What makes consumers satisfied with their purchases?
To answer questions like these, we will study the interaction between the consumer’s decision making process, the marketing mix, and wider environmental variables such as culture, demographics, and public policy. From the consumer’s perspective, we will examine the processes of perception, learning and memory, motivation, attitude formation, attitude change and decision making. With the goal of understanding how marketing strategies work, we will look at how the consumer’s decision making process is influenced by marketing actions such as branding, advertising and promotion, and product positioning.
Prerequisites: MARK 220
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