MKTG 3178 - Consumer Behavior

Credits: 3

An examination of the basic concepts and research results from marketing and the social sciences with the goal of enabling marketers to better understand customers and meet their needs. The decision process of buyers, factors affecting purchasing decisions, and customer satisfaction are major conceptual areas of the course. Implications for marketing strategies (e. g. , market segmentation and product design and promotion) are discussed.

Prerequisite(s): MKTG 3175