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

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.