MKTG 444Buyer Behavior and Applied Research

3 credits · Marketing · Penn State

Buyer Behavior occupies the center of the customer-company interface. It informs the design of marketing strategy and planning by providing insights about the evolving consumer environment; consumer information processing and decision-making; consumer purchase and product usage patterns and influences; consumer attitude, consumer motivation. To address these diverse issues and concerns, consumer behavior analyses draws from related fields of economics, psychology, sociology, anthropology and other basic disciplines. Similarly, studying consumer behavior requires an extensive and diverse methodological tool kit of both qualitative and quantitative research techniques. Insights about consumers and consumption patterns help marketing professionals design products and marketing programs that resonate with consumers' thoughts, feelings, interests and motivations.