This course is designed to provide students with a framework for analyzing consumer behavior by learning about relevant psychological and sociological theories. It focuses on the consumer decision process with emphasis on consumer decision making, satisfaction/dissatisfaction factors, perception, learning, group influences as well as marketing strategies implications.

CILO-1: Demonstrate an understanding of key concepts and terminology in consumer behavior. CILO-2: Describe the stages of consumers’ decision making and the factors influencing consumers’ choice. CILO-3: Analyze the causes giving rise to consumer behavior with the theories rooted in Psychology and Sociology. CILO-4: Seek information on current issues in consumer behavior and demonstrate the ability to evaluate it systematically, objectively, and accurately. CILO-5: Identify potential applications of consumer behavior concepts and to utilize these concepts in making and improving decisions made by marketing managers and public policy makers. CILO-6: Work productively as part of a team, and in particular, communicate and present information effectively in written and verbal formats in a collaborative environment.