Buyer Behavior
Course Description
This is an introductory course in analyzing consumer and purchasing behaviors as basic considerations in the development of a marketing mix. Economic, social, psychological, and cultural factors are considered as they relate to the development of marketing programs.
Topics and Objectives
Consumer Behavior Overview
- Relate consumer behavior to marketing.
- Examine the impact of purchasing trends on consumer behavior.
- Analyze buyer behavior.
Demographics and Psychographics
- Discuss the importance of demographic data in making marketing decisions.
- Explain how marketers can use psychographic information.
- Decide when to use demographic data and psychographic information in making marketing decisions.
Influences on Consumer Behavior
- Analyze the impact of external and internal influences on consumer behavior and marketing strategies.
- Identify environmental factors that influence consumer perception of a marketing message.
The Consumer Decision-Making Process
- Summarize the elements of the consumer decision-making process.
- Describe the impact of consumer satisfaction on marketing.
Consumer Behavior and Marketing Strategy
- Explain the roles of learning and memory theories in developing marketing strategies.
- Apply consumer behavior principles to marketing strategies.