This course provides the basic fundamentals of shopping, buying and consumer behavior with particular emphasis on the various stages in the Consumer Decision Buying Process. It includes the incorporation of aspects of several disciplines, such as psychology, economics, sociology, anthropology, demography, etc. regarding why, how, what, when and where consumers buy. The course also includes the identification of market groups such a Baby Boomers, Generation Xers, Generation Yers, etc. through quantitative and qualitative segmentation analysis. There is a thorough review of such factors as motivation, emotions, beliefs, feelings, personality, values and attitudes in relationship to the buying process. And the course examines cultural, subcultural, household, family, social class and reference group influences relative to buying habits and consumer preferences.
MKT1210 Market Research Syllabus
