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Jan 25, 2025
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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 ; Business major or minor.
Grading Basis: Graded
Units of Lecture: 3
Offered: Every Fall and Spring
Student Learning Outcomes
Upon completion of this course, students will be able to:
1. explain the nature and determinants of consumer behavior in acquiring, consuming, and discarding products.
2. recognize and differentiate socio-psychological factors such as consumer need, attention, perception, memory, attitude, emotion, cognitive processing, demographic, and culture.
3. conduct and compile basic consumer behavior research.
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