MKTG 350
CONSUMER BEHAVIOR

1. Catalog Entry

MKTG 350. Consumer Behavior
Three hours lecture (3).

Prerequisites: Junior standing and MKTG 340.

A study of consumer purchase decision process, the variables that affect consumer behavior, and the utilization of the knowledge of consumer behavior in the development of effective marketing strategies. This course draws heavily on such social science disciplines as psychology, sociology, cultural anthropology and economics.

2. Detailed Description of Content of the Course

Whether an organization is a profit or non-profit business, a brick-and-mortar store or internet-only business, it exists because there are people who “consume” what the organization “produces.” Yet, in most cases the consumers are taken for granted and it is assumed that their needs, attitudes, and behavior are well understood when they probably aren’t. An organization will suffer and go out of existence when its competitors take away its customers because they (the competitors) understand and serve the customers better.

This course helps students develop a good grasp of the factors that influence human consumption behavior and the application of behavioral science theories to decision making in marketing management. Topics covered in this course include:

• Consumer behavior and marketing strategy
• Consumer decision process and problem recognition
• Information search
• Alternative evaluation and selection
• Post-purchase processes, customer satisfaction and customer commitment
• Learning, memory, and product positioning
• Motivation, personality, and emotion
• Attitudes and influencing attitudes
• Perception
• Self-concept and lifestyle
• Cross-cultural variations in consumer behavior
• The changing American society: values, demographics, families and households
• Group influences on consumer behavior

3. Detailed Description of Conduct of the Course

This course is taught using a mixture of lectures, up-to-date reading materials, class discussion of real-world applications of the knowledge of consumer behavior, and videos. Regular exams as well as a final exam are required.

4. Goals and Objectives of the Course

At the conclusion of the course, the student will be able to:

1. Understand the psychological and sociological variables that shape the consumer decision process
2. Understand why market segmentation is so important
3. Analyze consumer market segments before making strategic and tactical marketing decisions
4. Identify new business opportunities
5. Use a variety of techniques for changing consumer attitudes
6. Find innovative ways to increase customer satisfaction and customer loyalty
7. Apply the knowledge of consumer behavior to a variety of entities ranging from non-profit organizations to e-commerce businesses.

5. Assessment Measures

The student's success in this course is based on their performance on examinations. A term paper on a consumer behavior topic may be used.

6. Other Course Information

None

7. Review and Approval

DATE ACTION APPROVED BY
10-18-04, reviewed and approved by the Dept. of Management and Marketing faculty