MAN 432 Consumer Behavior

A study of the nature and determinants of consumer behavior. Examines how individuals and groups acquire, consume and dispose of goods, and explores the influence of various psycho-sociological factors, such as personality, cognitive characteristics, beliefs, social class and culture on the formation of consumers' attitudes and purchasing behavior. To enhance understanding and prediction of marketplace behavior; and emphasizes the applications to the development, evaluation and implementation of marketing strategies. Credit units: 3 ECTS Credit units: 6, Prerequisite: MAN 335 or consent of instructor.

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