Apr 06, 2026  
2025-2026 Academic Catalog 
  
2025-2026 Academic Catalog
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MKT 310 - Buyer Behavior


This course will give students a solid understanding of the perceptual, cognitive and emotional processes of consumers. Students will examine the consumer value framework and the influences affecting buyer behavior, including internal influences (perception and learning, personality and attitudes); external influences (including group, family, culture and microculture); as well as decision process models and outcomes of consumption. It will also cover social influences (reference groups, competition, and tipping points) in the context of business problems and ways to handle practical business problems, such as customer selection, customer complaints, loyalty programs, advertising, and more. The focus of the course is on the interconnectedness of buyer, seller, and society.

Credit Hours: 3
Prerequisite(s): BUS 100  or MGT 331  Prereq. Earned Hrs: 30
Corequisite(s): MKT 300 
Availability: Spring



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