MKTG2500 - 01 - Consumer Behavior

Consumer behavior includes the study of concepts and methods that help us learn about consumers' shape intentions, activities, and motivations. We'll look at consumers as individuals and as part of groups in learning how they think and make choices as consumers. Individual, family, and group buying decision processes will be examined. Cases will be considered in class to develop a "hands on" feel for the usefulness of consumer behavior topics and research. Consumer behavior is a dynamic, exciting field whose study is the consumer. And it is the KNOWLEDGE of the consumer, which enables marketing managers to plan effective marketing strategies, to generate satisfactory product designs, to communicate clearly with target markets, and to enhance consumer quality-of-life.