COMM 3401

In view of the very competitive situation in modern business, the firm that is successful designs and sells products that meet the desires of specific consumer segments. Thus, analysis and prediction of consumer behaviour are increasing in importance and sophistication. An extensive body of research evidence from marketing and the behavioral sciences is explored and evaluated to assess the marketing implications of elements of consumer behaviour. Emphasis in course will be focused on how to incorporate an understanding of consumer behaviour into strategic marketing plans.