MKTC 320 – Consumer Behavior (1.5)
The Consumer Behavior competency presents the buying process of consumers, the steps they go through in making a purchase decision which should be repeated. You will learn and practice the complexities of decision making that consumers need to go through for effective marketing.
Upon successful mastery of this competency, you will be able to:
- Define and explain the steps in the consumer buying process.
- Understand and illustrate the psychological and social/cultural factors that affect the behavior of buyers as they go through the consumer decision process, including post purchase outcomes and responses.
- Explain how the consumer decision-making process can be influenced by varying levels of consumer involvement and response to competitors’ efforts.