Consumer behavior lies at the crossroads of marketing, psychology, economics and anthropology. We employ theories developed in these fields to help predict how consumers will respond to various marketing stimuli. We examine the impact of purchase involvement on consumer decision making; the various kinds of decision models used by consumers; and the influence of attitude, culture, demographics, emotions, learning, memory, motivation, personality and perception on our behavior as consumers. Consumer behavior attempts to understand the consumption activities of individuals as opposed to markets.
Code
BA3044
Name
CONSUMER BEHAVIOR
Credits
4
Pre-requisites
College Level=Junior AND BA1020 AND BA2040
Co-requisites
None
Can be taken twice for credit?
No
Discipline
BA (Business)
Level
Undergraduate
Type
Regular
CAMS ID
4132
Last update with CAMS
Demonstrate an understanding of key concepts and theories in consumer behavior and apply them to various marketing issues.
Demonstrate an understanding of the important role of psychology, sociology and anthropology in the study of marketing.
Demonstrate an understanding of the influence of culture on perception and the consequences on consumer behavior.
Develop an understanding of why and how marketing should adapt to its environment.
Be able to facilitate meaningful group discussions on marketing and other related topics.
| Term | Code | Name |
|---|---|---|
| Spring 2021 | BA3044 | CONSUMER BEHAVIOR |