MKT-410; Consumer Behavior
Consumer behavior is a broad field that studies how individuals, groups, and organizations acquire, consume and dispose off goods and services. Therefore, the knowledge of consumer behavior has important implications for marketing managers in the areas of environmental analysis, product positioning, segmentation of the market, and design of the marketing mix. This course examines the underlying psychological, sociological and economic factors that influence consumer behavior. Therefore, it assists the students in solving marketing problem and participating in marketing research.