301 MKT Consumer Behavior

The course focuses on the buying and consumption behavior of individuals and families and the various factors influencing their buying decisions, including cultural, social, psychological, and situational factors. It discusses principles, concepts, and theories from other social sciences, such as psychology, social psychology, sociology, cultural anthropology, economics, and others, and applies them to individuals' purchasing and consumption behavior. The course pays special attention to how these principles, concepts, and theories can be applied effectively to marketing strategies.