Consumer Behavior 2

Credits: 1.5


Understanding our consumers—or ourselves, as consumers—is no easy task. Perhaps its difficulty is best reflected in the number of new product introductions that fail each year. This course is intended to introduce graduate students to critical theoretical ideas and techniques of investigations into consumer behavior phenomena. Basic methodologies for research in consumer behavior are developed and applied. The emphasis will be on developing applications of behavioral concepts and methods for marketing actions. Topics and objectives: Evaluate the consumer decision process to determine how problems are identified, evaluated and products/services selected to resolve the problem state. Analyze post purchase processes, consumer satisfaction and metrics to evaluate customer loyalty. Evaluate business to business buying behavior and segment these organizational behaviors into actionable groups with appropriate performance metrics. Prerequisites: BMKT 2513 Consumer Behavior 1.