DBA 871 - Buyer Behavior

Institution:

Golden Gate University-San Francisco

Subject:

Description:

Covers both the consumer and industrial perspectives with regard to the buyer decision processes in reference to need recognition and search; pre-purchase alternative evaluation; buyer purchase; and consumption, satisfaction and divestment. You will examine individual differences along with buyer knowledge, attitudes, motivation and self-concept, personality, values and lifestyle. You will study psychological processes - information processing, learning, and influencing attitudes and behavior - as well as environmental influences with emphasis on culture, ethnicity, social class and status, personal influence, family and household influences and, finally, situational influences. A treatment of marketing issues and ethics is provided. Throughout the course, emphasis will be placed on both theoretical and applied research.

Credits:

4.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.ggu.edu

Phone Number:

(415) 442-7800

Regional Accreditation:

Western Association of Schools and Colleges

Calendar System:

Trimester

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