MRKT 232 - Consumer Behavior

3 Credit: (3 lecture, 0 lab, 0 clinical) 3 Contact Hours: [Co-requisite: MRKT 233 ]

1. Define consumer behavior.
2. Name some benefits of understanding consumer behavior.
3. Discuss personal motivations and how they influence buying behavior.
4. Discuss the influence of societal cues on personal buying behavior.
5. Practice evaluating the validity of claims about goods and services.
6. Examine careers related to consumer behavior.
7. Understanding consumer responses to innovation.

Goal 2:  Explain various consumer behavior research models.

1. Examine models of consumer buying behavior, including the consumer purchase decision process.
2. Describe why neuromarketing helps marketers understand and/or predict consumer actions.
3. Name principles of consumer compliance, commitment, and reciprocity.

Goal 3:  Understand internal influences that drive consumer behavior.

1. Name drivers of consumer motivation.
2. Diagram the hierarchy of motivation.
3. Understand the influence of self-concept and personality on consumer decisions.
4. Understand the influence of perceived risk on consumer decisions.
5. Explain how memory, learning, and attitudes influence consumer behavior.
6. Examine the impact of emotion and feelings on consumer decisions.
7. Examine information-gathering techniques consumers use to evaluate buying decisions.

Goal 4:  Understand internal influences that drive consumer behavior.

1. Name sources of social influence on buying decision processes.
2. Explain ways culture and subculture influence buying decisions.
3. Examine groups that influence buying behavior.
4. Examine how marketers appeal to the senses (sound, taste, touch) to influence consumers.

Goal 5:  Examine market segmentation strategies.

1. Gather demographic and geographic data.
2. Describe psychographic factors that affect consumer behavior.
3. Discuss the role of market segmentation as a marketing tool.
4. Differentiate the bases of market segmentation.
5. Explain the VALS framework.
6. Observe the role demographic factors play in predicting consumer behavior.
7. Differentiate between various cultures and subcultures in the United States.

Goal 6:  Describe the consumer decision-making process.

1. Differentiate the types of consumer decisions.
2. Explain the way brands influence buying decisions.
3. Explain the motivation behind building brand loyalty.
4. Understand needs, wants, and opportunities in the decision-making process.

Goal 7:  Discuss how engaging consumers can help marketers influence buying behaviors.

1. Name some ways marketers engage consumers.
2. Describe the characteristics of e-retailers.
3. Examine the process of building brand loyalty.
4. Discuss the way the internet has affected consumer engagement.

Goal 8:  Discuss various ethical implications marketers face when influencing consumer behavior.

1. Evaluate strategies marketers use to ensure ethical decision-making.
2. Discuss public criticism of marketing influence on society.
3. Discuss current marketing ethical controversies.
4. Discuss the role of Corporate Social Responsibility in marketing.