4 Credit Hours
This course is a prerequisite for the success of the firms in the marketplace and individuals in the work place. It provides insight into product, pricing, retail, advertising, and communication strategies. Consumer behavior focuses on how and why consumers make specific decisions, and behave in certain ways – what motivates them, what captures their attention, and what retains their loyalty? The aims of this course is to help students know how consumer analysis affects business strategies, details of consumer decision making, individual determinants of consumer behavior, environmental influences on consumer behavior, influencing consumer behavior.