BA 261 : Consumer Behavior

Transcript title

Consumer Behavior



Grade mode

Standard letter grades

Contact hours total


Lecture hours


Recommended preparation

BA 223.


This course explores the determinants of consumer buying behavior and the process consumers use to make buying decisions. Study includes psychological and sociological principles and their impact on purchasing behaviors. Understanding of these behaviors and the purchase process are used to help design marketing strategies.

Learning outcomes

1. Describe the shopping process consumers use when purchasing products and services.
2. Relate features to benefits in the eyes of the consumer
3. Explain cultural and social influences impact on consumer behavior.
4. Relate motivation principles to consumer behavior
5. Conduct research to investigate consumer attitudes, beliefs and behaviors
6. Apply knowledge of consumer behavior patterns to the design of the marketing mix
7. Develop different positioning strategies for different target markets and behavior patterns.

Content outline

Consumer Value Perception
Consumer Comprehension
Consumer Motivation
Consumer Personality
Consumer Attitudes
Consumer Group Influences
Consumer Culture
Situational Influences
Consumer Decision Making
Consumer Relationships
Marketing Misbehaviors

Required materials

Required textbook.

Grading methods

This course is assessed through homework, quizzes, and discussion.

Outside of

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