CONSUMER BEHAVIOR

The study of consumer behavior, the role of consumer behavior within the marketplace and in the company's marketing strategy; an examination of motivation, perception, personality, learning and attitudes and impact on the purchasing decisions of consumers

We are all active consumers in everyday life, purchasing everything from groceries to clothing to and college educations. However, because we have individual personalities and characteristics no two consumers are the same; we make unique choices, making it challenging for marketers to create coherent marketing strategies regardless of similarities within target markets. In this course, we will examine how and why consumers behave the way they do, how environmental impacts shape how we behave, and the practical marketing implications of that behavior. Upon completing this course, you should be able to: ▪ Develop a deeper understanding of consumer behavior by learning about relevant psychological and sociological theories ▪ Identify how those theories can be used to impact real-world marketing strategies and decisions

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