MKTG 320 - Consumer Behavior

Credit(s): 3
Lecture Hours: 3
Lab Hours: 0
When Offered: Fall, Spring, Summer

An analysis of consumer buying behavior, including attitudes, perception, learning, involvement, personality, culture and subculture, reference group and family influence and group communication. These are studied in the context of marketing decision-making, particularly decisions about market segmentation, product positioning, advertising and research.

Prerequisite(s): MKTG 301.