Consumer BehaviorBack to Course Guide
This course provides students the skills necessary to understand consumer behavior and how it impacts businesses and marketing strategy. The course examines the importance of consumer behavior in a behavior science perspective, which focuses on research to explain, describe, predict, and control consumer behavior. Moreover, the course examines all behaviors associated with consumer activities that involve purchase, use, and disposal of goods and services. A variety of consumer behavior topics will be discussed including marketing strategy development, cross-cultural variations, a changing American society, perceptions, personality, consumer decision process, problem recognition, post purchase processes, consumer satisfaction, and customer commitment.
UPON COMPLETION OF THE COURSE, THE STUDENT WILL BE COMPETENT IN:
- Comprehending the definition of consumer behavior.
- Explaining how consumer behavior is used to develop a marketing strategy.
- Determining core values that vary across culture and influence behavior.
- Understanding core American cultural values and identifying changes in individual, environmental, and other-oriented values.
- Understanding the critical role that demographics play in influencing consumer behavior.
- Understanding the interaction of economic cycles on consumer behavior.
- Recognizing subcultures and their influence on unique market behaviors.
- Explaining the concept of household types and their influence on consumption.
- Discussing consumption subculture, including brand and online communities and their importance in regards to marketing.
- Understanding the application of learning to brand positioning, equity, and leverage.
- Articulating motivation’s role in consumer behavior and marketing strategy.
- Explaining attitude and its role in consumer behavior.
- Describing the dimensions of Consumer’s self-concept, how it is measured, and how it is used to position products.
- Summarizing the five characteristics of situations and their influence on consumption.
- Describing the impact of purchase involvement on the decision process.
- Summarizing the types of choice processes in which consumers engage.
- Describing the relationship between satisfaction, repeat purchase, and customer commitment.