Consumer Behavior

3 Credits · Level: Undergraduate

"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. We will examine contemporary theory and research on the topic of consumer behavior and apply them to real world business issues to produce actionable marketing solutions."