Course Description

BU432 Consumer Behaviour 0.5

This course focuses on the contribution of consumer behaviour to effective marketing decision-making. To this end, this course examines the role of the consumers both as purchasers/users of goods and as individuals within a social system. Various theories and models of consumer behaviour are reviewed and their implications for marketing strategy are identified.

Prerequisite: BU362.

Official electronic version updated on November 10, 2000

M. Watson, Editor