By the end of the course you will be able to:
1. to understand what is meant by buyer behavior;
2. to define and identify ‘good’ segments of markets and describe a buyer profile;
3. to learn and understand the decision making process of consumers;
4. to understand the internal processes that influence marketplace behavior;
5. to identify and discuss major external factors directly impacting buyer behavior (e.g., global influences); and
6. to understand the implications of understanding consumers and their behaviors to marketing strategy.
Buyer behavior introduces the student to concepts and theories as they relate to consumer and business markets. This will include an analysis of internal and external influences on exchange decision making process. The frameworks are discussed in context of advertising/promotion, product management, and the development of effective marketing strategies.
