Consumer and Buyer Behavior

Prerequisite: ACFI 502 and ECON 500 and MGMT 500; or waiver This course uses concepts from the behavioral sciences for identifying market segments, predicting customer response to alternative marketing strategies, developing marketing strategies for specific consumer markets, and modeling consumer decision making. Theories and applied research from marketing and the social sciences are considered to enable marketers to better understand customers and meet their needs. Key course concepts include decision process of buyers, factors affecting purchasing decisions and customer satisfaction. Implications for marketing strategies (e.g., market segmentation, product design and promotion) are examined. Offered alternate years. (Formerly MGMT 545)