MKTG 411. Introduction to Consumer Behavior. 3 Hours.

A study of the buyer's information acquisition, evaluation, purchasing, and post-purchasing evaluation process. Emphasis is placed upon social psychological theories and their implications on the understanding and prediction of consumers' behavior. The student, from the standpoint of the marketing manager, will apply behavioral science concepts to the problems of planning, pricing, and promotion decisions. Prerequisite: MKTG 310 or MKTG 311. Enrollment restricted. LEC.

Bachelor of Science in Business

http://catalog.ku.edu/business/bs/

...MKTG 411 Introduction to Consumer Behavior 3 MKTG 415 Marketing Research for Managers 3 MKTG...