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Mar 29, 2026
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MKT 415 - Consumer and Buyer Behavior
This course addresses the economic, psychological, sociological, and anthropological variables associated with consumer and buyer behavior. Students learn the basic factors influencing consumer behavior; the models used to explain this behavior; and the implications of these marketing concepts and public policy issues. Discussion and analysis of consumer behavior attributes are also explored, including motivation, perceptions, attitudes, beliefs, personality, reference groups, demographics, lifestyle, cultural factors, and others.
Credit(s): 3
Prerequisite(s):
MKT 202 .
Outcomes
- Define who shoppers, buyers, and consumers are
- Recognize traditional retailing, eCommerce, and direct marketing
- Understand decision making, consumption and post-purchase evaluation
- Identify psychological and sociological influences of the purchasing process
- Identify public policy, societal influences and trends of purchasing
- Enhance students’ interpersonal skills through participation in team projects.
- Enhance students’ written and oral communication skills through completion and evaluation of individual assignments.
- Perform a PESTLE analysisWrite a Memorandum with data to support creative ideas
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