MKT 406 Consumer Behavior

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Prerequisites: MKT 305 .
An in-depth study of the concepts that help marketers understand why consumers behave as they do in the marketplace. Additionally, the impact of consumer behavior on the organizational-buyer relationship is included. Topics include the review of consumer research processes, market segmentation, strategic targeting, and the study of the consumer as an individual. Throughout the course students develop a project that applies consumer research and behavior. Among the topics related to consumer behavior are motivation, personality, perception, learning, attitude formation, marketing communications and social and cultural impacts. An international cross-cultural perspective and ethical dimensions of the consumer’s decision-making process are studied.