MKTG 4103 - Consumer Behavior

An analysis of psychological, sociological, and cultural aspects of human behavior affecting consumers’ actions in the marketplace. The stages in the consumer buying decision process are analyzed as well as the adoption and diffusion process for new products. Data developed by behavioral science is employed to discern and explain consumer behavior. Emphasis is placed on integrating this data into current marketing practices. The current development of relationship marketing and the use of the Internet for electronic commerce are also studied. Class 3. Prerequisite(s): MKTG 2503