MRKT 2710 - Consumer Behavior

Fashion Merchandising and Marketing
This course examines the key factors that influence consumer decision-making. To this effect, both internal and external influences are discussed. Internal influences such as consumer motivation, personality, perception, learning, and attitude formation are examined in detail. External factors including social, cultural, and cross-cultural determinants of consumer decision-making are studied. The course also includes a discussion on the roles of ethics and social responsibility in the context of consumption. The course will give students an appreciation of how consumer characteristics and consumption patterns will impact marketing decisions, and how this knowledge can be used to develop effective marketing programs.
credit(s): 3
Prerequisite(s): MRKT 1550