MKTG 320B Consumer Behavior
320. CONSUMER BEHAVIOR (Credit, 3 hours).
Study of concepts and practices underlying
consumers¿ decision-making process as it applies
to purchase of consumer goods, including
environmental influences on consumer behavior;
consumer knowledge, motives, needs, and
attitudes; market segments; and marketing
strategy. The viewpoint of the consumer and the
marketing manager are considered. Prerequisite:
MKTG 300.