BUS 327

Students explore the attitudes, desires, and motivations of shoppers to explain choice and create comprehensive buyer personas by applying theories developed in psychology, sociology, and social psychology, and using the latest tools and techniques in consumer research. Students also explore the impact that the purchase environment, the people in it, and cultural differences (such as international and Indigenous) have on shaping buyer behaviour. -- Prerequisite -- 45 university credits including BUS 120. -- Corequisite -- None. -- Pre or Corequisite -- None.