Consumer Behavior

This course studies the factors that influence the buying habits of consumers, the pre-purchase decisions and the post purchase evaluation processes. The course will provide the student with a broad analysis of the social, cultural, economic, and psychological factors that influence the decision-making process of consumers. Methods of measuring and analyzing consumers and consumer markets are introduced. Upon completion of this course the students will be able to understand why consumers make specific decisions about a product or service, what motivates them, what captures their attention and what retains their loyalty.