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Sep 29, 2024
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MKT 312 - Buyer Behavior (3 units)
Nature and determinants of consumer behavior. Attention focused on the influence of socio-psychological factors (such as personality, small groups, demographic variables, social class and culture) on the formation of consumer’s attributes, consumption and purchasing behavior.
Prerequisite(s): ACC 201; IS 101: ECON 102 or HON 220 or BUS 101, and must be declared into a business major or minor.
Units of Lecture: 3
Offered: Every Fall and Spring
Student Learning Outcomes:
Upon completion of this course:
1. Students will be able to explain the nature and determinants of consumer behavior in acquiring, consuming, and discarding products.
2. Students will be able to recognize and differentiate socio-psychological factors such as consumer need, attention, perception, memory, attitude, emotion, cognitive processing, demographic, and culture.
3. Students will be able to conduct and compile basic consumer behavior research.
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