Examines why consumers behave the way that they do. Introduces basic concepts and principles in consumer/buyer behavior, decision processes and behavior of individuals and organizations as they relate to the purchase and consumption of goods and services. Covers topics related to customer’s psychological processes (e.g., motivation, perception and attitudes, decision-making) and their impact on marketing (e.g., demographics and segmentation, branding, customer satisfaction). Examines social and psychological influences on purchasing decisions, emphasizing their implications for marketing strategy. Also covers concepts and relevant psychological and sociological theories of the behavioral sciences, research methods, and applications in marketing management.

Pre-requisites: MKT510 Or MKT510