MARK 683 - Consumer Behavior and Research

3 credits
This course explores the nature of the consumer purchase decision process for goods and services. It emphasizes both descriptive and conceptual analysis of consumer behavior with a focus on theory and research essential to an understanding of individual choice behavior. It incorporates a critical analysis of buyer behavior theory. It makes intensive use of contributions from the social and behavioral science literatures. It examines individual and group behavior of consumers, as well as both marketing management and public policy decision making. Focus on managerial decision making utilizing marketing research techniques.

Prerequisite(s): MARK 588