CONSUMER BEHAVIOUR

Course Code MKTG411
Credits 3.0
Hours / Week 3



This course is intended to provide you with a theoretical introduction to the field of consumer behavior. Emphasis will be placed upon understanding concepts and theories that underlie consumer decisions and behavior. As your theoretical understanding of consumer behavior develops during the course of the semester, concurrent relation to important marketing issues, especially tourism marketing issues, will be discussed. By the end of this course, students must be able to account for, from a psycho-social perspective, the behavior of consumers in general and tourists in particular.




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