Academic Catalog 2023–2024

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MKT304 Consumer Behavior

[3–0, 3 cr.]

The course examines the consumer decision-making process and the effects of external environmental influences (culture, subculture, social class, reference groups, family, and personal influences) and internal psychological influences on such a process. The course focuses on the customer as the key to market success. The principles from a number of disciplines are used to explain buying behavior, including economics, psychology, social psychology, sociology, and anthropology.

Topical coverage includes: the stages consumers go through when making purchasing decisions; frameworks of consumer behavior and buying models; principles of learning, motivation, personality, lifestyle, perception and group influence, and their effects on behavioral change.

Prerequisite: MKT201 Introduction to Marketing