Undergraduate Catalog 2020-2021

BUSA 3250 Consumer Behavior

Current theories and research on buyer behavior will be explored, with special attention to their application in managerial decision-making. Specific theories of buyer learning, attitude development, perception, group interaction and decision making, organizational dynamics, personality and culture are used to explain and predict customer response to market offerings.

Credits

3

Prerequisite

BUSA 3200

Typically Offered

Athens Campus: fall evening — Demorest Campus: spring day

Student Learning Outcomes

At the successful completion of this course, students will be able to:

  • Demonstrate understanding of consumer needs and wants, the process by which they are satisfied, and the environment in which the behavior occurs.
  • Demonstrate how marketers can use your knowledge of consumer behavior concepts to develop better marketing programs and strategies to influence those behaviors.
  • Evaluate the effectiveness of various advertisement and promotions and their attempts to influence the behaviors of individuals.
  • Analyze the trends in society and apply them to the marketing of an actual product or service.
  • Analyze personal, socio-cultural, and environmental dimensions that influence consumer decisions making.
  • Address the importance of subculture and global consumer culture as marketing opportunities.