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Number:MK227
Name:Consumer Behavior
Description:An analysis of consumer purchase decision processes is included in this course, along with an exploration of consumer behavior models and their strategies. The psychological, sociological, and cultural dimensions of buyer behavior and the current state of the art in consumer research are covered, as are the findings from empirical tests of buyer behavior models.
Credit(s):3
Offered (DAY schedule):periodically
Instructor Permission Required:N
Pre-Requisite(s): MK116

Course Objectives

Upon completion of this course, students will be able to: Apply consumer learning theories. Define and describe the needs, goals and motivations of consumers. Apply the models of consumer behavior. Identify consumer reference groups and their role in the marketing decision process. Discuss the importance of culture and the economy on purchasing behaviors. Assess the significance of the consumer adoption process.

Books Previously Used in this Course

Term Year Title ISBN Author Edition Publisher
F 2012 Consumer Behavior 1-133-43521-1 Hoyer 6TH 13 South-Western Publishing
F 2012 Consumer-Brand Relationships 0-415-78303-8 Fournier, Susan / Br 2012 Routledge N. Y.
F 2012 Marketing Ethics 0-7734-5116-1 Saucier, Rick D. 2008 Edwin Mellen Press
F 2010 Consumer Behavior 0-13-505301-3 SCHIFFMAN 10 PH
F 2008 CONSUMER BEHAVIOR 0-13-186960-4 SCHIFFMAN 9 PEARSON EDUCATION
F 2002 CONSUMER BEHAVIOR-W/3"DISK 0072416882 HAWKINS 8 MCG
F 2000 Consumer Behavior w/Marketing 00/01 0-07-408866-1 Hawkins MCG
Thomas College. Beyond Education.