Consumer Behavior is a course designed to enhance students understanding of how and why consumers purchase goods and services. It will combine both the theoretical concepts of consumer behavior and its application for marketing strategies related to private, public, and non-profit sections. At the conceptual level, it will seek to present the integrated framework around which major areas of consumer behavior can be understood and applied. This course will explore and identify market identities and various sources of influence with the way consumers think and learn from market-related information. The knowledge and understanding gained from this course can be utilized in the market place to make rational decisions to satisfy consumer needs and wants.
