020413300 CONSUMER BEHAVIOR ( 3 Crd.Hrs )

This course provides students with an in-depth knowledge on factors that influence consumer decision making in the marketplace. The course examines a variety of consumer behavior theories and concepts developed within marketing or borrowed from other social sciences. Topics discussed include internal influences such as motivation and involvement, personality, self-image, life-style, perception, learning, and attitude; external influences such as culture, subculture, social class, reference groups and family.