Course Description

Course Name

Consumer Behavior

Session: VSOS3221

Hours & Credits

3 Credits

Prerequisites & Language Level

Taught In English

  • There is no language prerequisite for courses at this language level.


Course Description
This course is open to students who have completed BUSS 205 (Principles of Marketing). This course introduces an interdisciplinary approach to analyze and interpret consumer buying behavior. This course provides a basic understanding of the general models of choice behavior as it relates to marketing decision making. Emphasis is on consumer information processing, decision making process, learning, and social forces as they impact on the choice process.

Course Objectives

  • Providing a basic understanding of the psychological, sociological, and economic processes affecting consumer choices
  • Linking an understating of consumer behavior principles to developing marketing strategies
  • Gaining experiences in gathering and analyzing consumer data

Course Materials
Lecture Notes. Lecture notes will be posted on EKU.

Recommended Textbook (Not required. Optional)
Hoyer, W.D. & MacInnis, D. J. (2013), Consumer Behavior, 6th (or 5th) edition, South-Western.


*Course content subject to change